On Monday, the beer company posted a video gloating about the prank.
The prank, apparently, was their attempt to show how"inclusive" they are.
"This prank was a fun way to experiment with the cultural tension between the global symbol of exclusivity and 'taste' Napa represents, and a growing movement — especially among younger people — that embraces a spirit of inclusivity and seeks out spaces where anyone can feel 100% comfortable being their true selves," the statement continued.
Plus, the fact that New Belgium plans to donate $10,000 to the Napa Valley Community Foundation feels a little guilty. My two cents? Yes, Napa is bougie as hell and ripe for satire. But if you're a beer company from Colorado — not the Bay Area or even somewhere else in California — don't pull a prank on a community you're not from.
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