The craft beer world just got a whole lot wilder — and smellier — with the launch of Nature Calls, a limited-edition lager from an unlikely duo: outdoor apparel giant Columbia Sportswear and Portland’s acclaimed Breakside Brewery.
Announced on January 28, 2026, this beer literally answers “nature’s call” in the most unexpected way possible. The crisp, clean-tasting lager incorporates an ingredient that’s probably never appeared on a brew sheet before: infused bear poop (from American black bears, collected trailside in Montana). Yes, you read that right — bear scat was used to flavor the brewing water during the process.
Don’t worry (too much): Columbia and Breakside emphasize that the final product is 100% safe to drink. It underwent the strictest brewing and sanitation standards in the industry, turning what could have been a gag into a legitimately consumable beer. The poop infusion is subtle — think of it more as a conceptual nod to the outdoors than an overpowering “wild” taste. The beer itself is described as a smooth, satisfying light lager with pleasant notes of honey and huckleberry, brewed using pure Bull Run River water (Portland’s famously clean supply), Pacific Northwest malted grains, and those signature fruity accents.
This isn’t just a random stunt. It ties directly into Columbia’s long-running “Engineered for Whatever” brand platform, which celebrates gear (and now apparently beverages) built to handle whatever Mother Nature throws at you — even if that includes literal bear droppings. As Columbia’s brand president Joe Boyle put it in promotional materials: “When we say engineered for whatever, we mean whatever. If Mother Nature hurls bear poop at us, we’ll ferment it into a frosty pint.”
Breakside Brewery founder Scott Lawrence echoed the surprise and enthusiasm: “We’ve brewed a lot of beers, but never one that celebrates nature this literally. When Columbia came to us with the idea to use bear poop, we thought they were joking. Turns out, they weren’t — and now we’ve got the wildest beer in America and maybe the world. It’s crazy, it’s fun, and honestly… it tastes great.”
The timing is no coincidence. Nature Calls is positioned as a “Big Game” beer, debuting just ahead of Super Bowl LX on February 8, 2026. For the first time in company history, Columbia is getting in on the Super Bowl action — not with a TV ad, but with a physical presence at The Players Tailgate outside Levi’s Stadium in Santa Clara, California. Attendees can head to the Columbia booth to sample the beer in person. Limited quantities will also be poured at Breakside’s taproom locations in Oregon for those closer to home.
In a sea of predictable light lagers and Super Bowl party staples, Nature Calls stands out as one of the boldest (and most literal) marketing plays in recent memory. It’s equal parts gross-out humor, outdoor authenticity, and craft beer creativity — the kind of release that sparks conversations, memes, and probably a few hesitant first sips.
Whether it’s a brilliant publicity coup or the most niche beer ever brewed, one thing is clear: Nature Calls has arrived, and it’s ready to make a splash (or at least a chuckle) this football season. Cheers to getting a real taste of the wild — just maybe don’t think too hard about the origin story while you’re drinking it.
About Breakside Brewery:
Nestled in the heart of Portland’s vibrant craft beer scene since 2010, Breakside Brewery has been pouring pure joy one pint at a time. What started as a cozy Northeast Portland brewpub has exploded into a regional powerhouse, cranking out 30,000+ barrels of innovative, award-sweeping beers each year across multiple lively locations—including Milwaukie, Slabtown, Lake Oswego, and even a coastal gem in Astoria. With a playful spirit and a relentless passion for experimentation, Breakside’s tap lists burst with crowd-pleasers like the crisp, hop-forward Breakside IPA (a multiple Great American Beer Festival medalist) alongside wild sours, juicy hazies, and seasonal surprises that keep beer geeks and casual sippers coming back for more. It’s the kind of place where every pour feels like a mini celebration of what great craft beer can be—bold, balanced, and ridiculously delicious.
And the best part? Breakside isn’t just brewing exceptional beer; they’re doing it as one of the country’s few employee-owned breweries since 2019, proving that when the team that makes the magic owns the magic, the results are downright electric. Multiple Brewery of the Year titles from the Oregon Beer Awards, a shower of medals at the World Beer Cup and Great American Beer Festival, and a reputation for beers that are as fun to discover as they are to drink—Breakside keeps raising the bar while keeping the vibe laid-back and welcoming. Whether you’re chasing that perfect hazy IPA, a barrel-aged stunner, or just a sunny patio session with friends, Breakside Brewery delivers the kind of craft beer adventure that makes any day feel like a toast-worthy occasion. Cheers to Breakside—where innovation meets good times, one exceptional pint at a time! To learn more, please visit the company’s website at www.breakside.com.
About Columbia Sportswear:
Columbia, the flagship brand of Portland, Oregon-based Columbia Sportswear Company, has been creating innovative apparel, footwear, accessories, and equipment for outdoor enthusiasts since 1938. Columbia has become a leading global brand by channeling the company’s innovative spirit and passion for the outdoors into technologies and performance products that keep people warm, dry, cool and protected year-round. To learn more, please visit the company’s website at www.columbia.com.
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