Patagonia has partnered with New Belgium Brewing on an organic beer called California Route, and the product description is exactly as bourgie and detestable as you'd expect. The word nerd in me appreciates the three or four different ways they said this beer tastes like fruit, but after a while it reads like one of those wine labels where the vineyard is just making up flavors by the end. I wish they'd gone into more detail about the organic brewing process, because that's a genuinely interesting subject, and since this beer is available only in expensive cities anyway (specifically: Seattle, Portland, Chicago, Boulder, Denver, Boston, New York, Santa Monica, San Francisco, Palo Alto, Cardiff and Ventura, Calif.) , the rest of us might as well learn something.