Columbia Sportswear and Breakside Brewing Debut 'Nature Calls' Beer Made with Bear Poop at Super Bowl LX

The new brew aims to make it 'easier to enjoy the s--ttiest parts of nature' for football fans.

Jan. 28, 2026 at 4:47pm

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A brand-new beer called 'Nature Calls' made with black bear poop will be making its debut at Super Bowl LX next month. The disturbing elixir is the result of a collaboration between Columbia Sportswear and Breakside Brewing, both based in Portland, Oregon. The companies say the beer, which has 'notes of huckleberry and honey,' is meant to make it 'easier to enjoy the s--ttiest parts of nature' for football fans.

Why it matters

This unconventional beer highlights a recent trend of brands creating unique, nature-inspired products to stand out in the crowded beer market. While the idea of drinking a beer made with bear feces may seem unappealing to some, the companies behind 'Nature Calls' are betting that the novelty and adventurous nature of the product will generate buzz and interest among Super Bowl attendees.

The details

To create 'Nature Calls,' the Columbia Sportswear team collected black bear scat from forest floors and sent it to their partners at Breakside Brewing. The brewery then dropped the poop into its brewing water and transformed it into a frothy lager. Despite the unappetizing main ingredient, the beer is described as 'delicious' with 'notes of huckleberry and honey.' The distinctive can features an image of a black bear leaving behind a large pile of what will become the beer.

  • The 'Nature Calls' beer will debut at Super Bowl LX on February 8, 2026.

The players

Columbia Sportswear

An American outdoor apparel and accessories company based in Portland, Oregon.

Breakside Brewing

A craft brewery also based in Portland, Oregon that collaborated with Columbia Sportswear to create the 'Nature Calls' beer.

Joe Boyle

The brand president at Columbia Sportswear.

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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 'Nature Calls' beer will be available at the Columbia Booth at Levi Stadium during The Players Tailgate before Super Bowl LX on February 8, 2026, as well as at Breakside's breweries in Oregon.

The takeaway

This unconventional beer collaboration between Columbia Sportswear and Breakside Brewing highlights the lengths brands will go to create unique, attention-grabbing products in the crowded beer market. While the idea of drinking a beer made with bear feces may seem unappealing to some, the companies behind 'Nature Calls' are betting that the novelty and adventurous nature of the product will generate buzz and interest among Super Bowl attendees.