Jan 28, 2026 - Business

Bear poop is the surprise ingredient in this new beer

Kelly Tyko

Six-pack of cans labeled "Nature Calls" with yellow tops placed on forest ground with leaves and moss, a black bear in blurred background. — Nature Calls, a new beer from Portland-based Columbia Sportswear and Breakside Brewery, will debut Feb. 8. Photo: Courtesy of Columbia Sportswear

A new limited-edition lager from Columbia Sportswear and Breakside Brewery includes an unusual ingredient: bear poop.

Why it matters: The beer, announced Wednesday, is the latest headline-grabbing stunt tied to Columbia's "Engineered for Whatever" platform — part of the brand's push to stay culturally relevant through shock-value marketing.

Dig in: The beer, called Nature Calls, is a "clean-tasting lager" brewed by Portland-based Breakside in partnership with Columbia.

It's made using Bull Run River water infused with bear poop collected trailside in Montana from American black bears, along with Pacific Northwest malt, honey and huckleberry.
The companies said the beer is 100% safe to drink.

What they're saying: "If Mother Nature hurls bear poop at us, we'll ferment it into a frosty pint," Columbia brand president Joe Boyle said in a statement. "From the inside of a bear to your mouth — we're making nature's crap easier to swallow."

Breakside Brewery founder Scott Lawrence called it "the wildest beer in America and maybe the world."

What's next: Nature Calls will debut Feb. 8 during Super Bowl weekend at Columbia's booth at the Players Tailgate in Santa Clara.

Limited quantities will also be available at Breakside Brewery locations.

Yes, but: It's unclear whether viral stunts like bear poop beer translate into lasting brand loyalty — or just a fleeting moment of buzz.

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