Beer Made with Bear Poop Brewed for Super Bowl

Columbia Sportswear and Breakside Brewing team up to create a likely first in brewing history.

Jan. 28, 2026 at 1:47pm

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Columbia Sportswear and Breakside Brewing have collaborated to create a beer made with bear poop, dubbed "Nature Calls". The beer is described as a lager with notes of huckleberry and honey, and will be available at the Columbia booth during the Super Bowl LX Players Tailgate event as well as at Breakside's Oregon breweries.

Why it matters

This unusual beer collaboration highlights the lengths brands will go to create unique and attention-grabbing products, especially for major events like the Super Bowl. It also reflects a growing consumer interest in experimental and unconventional food and beverage offerings.

The details

To create the bear poop beer, Columbia sent people into the woods to collect American Black Bear scat, which was then introduced to the brewing water at Breakside Brewing. The brewery then made the water safe to drink and turned it into the final beer product.

  • The beer will be available at the Columbia Booth at Levi Stadium in Santa Clara, California, during The Players Tailgate before Super Bowl LX on Feb. 8, 2026.
  • Breakside Brewing will also be serving Nature Calls at its breweries in Oregon.

The players

Columbia Sportswear

An American apparel company that is collaborating with Breakside Brewing to create the bear poop beer.

Breakside Brewing

A brewery based in Portland, Oregon that is working with Columbia Sportswear to produce the unique beer.

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What they’re saying

“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. From the inside of a bear to your mouth — we're making nature's crap easier to swallow.”

— Joe Boyle, Brand President, Columbia Sportswear

What’s next

The beer will be available at the Columbia Booth at Levi Stadium in Santa Clara, California, during The Players Tailgate before Super Bowl LX on Feb. 8, 2026.

The takeaway

This unique beer collaboration between Columbia Sportswear and Breakside Brewing highlights the lengths brands will go to create innovative and attention-grabbing products, especially for major events like the Super Bowl. It also reflects a growing consumer interest in experimental and unconventional food and beverage offerings.