Wednesday, November 9, 2011

The Fort Collins Coloradoan: Oskar Blues taps into mountain bike industry

Written by
David Young
LONGMONT – What’s beer spelled backwards? It’s the name of a new mountain bicycle company launched by Oskar Blues.
The Longmont-based craft brewery, known for its canned beers such as Dale's Pale Ale, is looking to break into the mountain bike industry with its new company REEB, beer spelled backwards, Cycles.
Chad Melis, marketing director for Oskar Blues, said Monday morning that the company is manufacturing hand-made, steel, single-speed, 29er hardtail mountain bikes using the Gates’ Carbon Drive system.

Gates’, based in Denver, Carbon Drive system is a “belt” driven bicycle drive that replaces a standard chain, according to the company. Compared to a normal chain that requires lubrication and maintenance, Gates’ dubs its belt drive maintenance free.

The first batch of 20 REEB bikes sold, primarily to employees, quickly, Melis said. A full line is rolling out by the spring, with the next 20 bikes hitting the market around the end of the year.

In a market where multiple gears and full suspension are standard for many mountain bikes, REEB is taking a more simplistic approach and breaking it down to the basics.
Melis said the single speed rubber belt driven bike fits with the brewery’s style of simple out-of-the-box thinking.

“We look forward to going full-strength next year and trying to capture the essence of Northern Colo-rado riding and the terrain we ride up here,” Melis said.

To start REEB will offer two models around $1,200 for the frame, and between $3,000 to $4,000 for a full build out.

For more on this story see Wednesday’s Coloradoan

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