Columbia Sportswear has unveiled a limited-edition lager called Nature Calls, brewed with water that was once infused with real bear droppings, raising eyebrows across the outdoor and craft beer communities. This collaboration with Portland-based Breakside Brewery ties into the company’s Engineered for Whatever campaign, aiming to deliver a literal taste of the wilderness to consumers stuck indoors during big events like the Super Bowl. The beer debuted on February 8, 2026, at Columbia’s booth during The Players Tailgate event outside Levi’s Stadium in Santa Clara, California, marking the brand’s first foray into Super Bowl festivities. Since then, it has become available at select Breakside locations throughout Oregon and Washington, though supplies remain limited as demand surges from curious drinkers.
The process behind Nature Calls begins with American black bear scat collected from trails in Montana, which is then steeped in water from the Bull Run River to capture an essence of the outdoors. This infused water undergoes rigorous treatment at a specialized facility to remove all contaminants, ensuring the final product is safe and free of any actual scat particles. Brewers at Breakside then combine it with locally sourced malted grains, honey, and huckleberry syrup to create a light, crisp pilsner-style lager that clocks in at a sessionable alcohol level. Tasters report it drinks like a standard craft beer, with subtle fruity notes from the additions, devoid of any off-putting flavors that might suggest its unconventional origins. This meticulous purification step underscores the brands’ commitment to innovation without compromising health standards, drawing from real-world trail cleanup efforts to inspire the concept.
Former NFL stars including Daunte Culpepper, Lance Moore, John Kuhn, and Mike Remmers appear in the promotional ad, humorously touting the beer as the ultimate way to bring nature inside during game day. The campaign, developed by creative agency adam&eveTBWA, positions Nature Calls as a playful nod to the unpredictability of outdoor adventures, aligning with Columbia’s heritage of durable gear for harsh conditions. By tying the release to Super Bowl LX, the partnership targets sports fans who might not typically engage with outdoor apparel, expanding brand reach through shared social media buzz. Public reactions on platforms like X have been a mix of amusement and skepticism, with many users joking about the gimmick while others praise the bold marketing move.
In a crowded craft beer market where unique ingredients often drive hype, Nature Calls stands out by blending shock value with genuine Pacific Northwest flavors, but it also invites questions about sustainability and consumer trust. While the bear scat is sourced ethically from wild trails, the stunt highlights how brands like Columbia are pushing boundaries to stay relevant in an era of viral content. This approach could boost short-term sales through curiosity, yet it risks alienating those who prefer straightforward products over provocative ones. Ultimately, the beer’s success may hinge on whether drinkers view it as a fun novelty or a step too far into eccentricity.
For those eager to try it, check availability at Breakside Brewery’s taprooms, where the lager pairs well with casual gatherings. More details on the collaboration can be found through Columbia Sportswear’s official channels, emphasizing their focus on adventure-ready innovations. If you’re interested in the event where it launched, explore The Players Tailgate for similar future activations. Safety assurances align with standards from bodies like the FDA’s food safety guidelines, confirming the treated water meets all requirements for consumption.
