New Belgium Brewing’s Voodoo Ranger brand has rolled out a 21-foot tanker shaped like a Juice Force tallboy. The rolling can is traveling across four states this fall, making stops at football games, concerts, and festivals. Fans who spot the tanker can scan its QR code for $5 toward a Juice Force purchase. A live beer gauge on the side shows Juice Force levels in real time, counting down pours until the tank runs dry. From the press release:
“Juice Force is a rocket ship within our portfolio right now, and the Tanker is the perfect way to give it the attention it deserves,” said Michelle Robertson, Senior Brand Manager at Voodoo Ranger. “The Juice Force Tanker Tour turns crushing beers with friends into a larger-than-life experience. Whether it’s a bar crawl, the tailgate before a game, or just catching sight of a tanker-sized tallboy barreling down the highway, it’s about serving up the wild antics Juice Force was made for.”
Where the tanker is headed
The Juice Force IPA tanker is scheduled for stops across California, Colorado, Texas, and Arizona. Key dates include:
- Los Angeles: September 17–21
- Colorado Front Range: September 24–30
- Dallas–Fort Worth: October 3–6
- Austin: October 9–12
- Phoenix: October 15–18
Fans can follow the truck’s progress at emptythetanker.com or on Voodoo Ranger’s Instagram channel.
Juice Force IPA
Juice Force IPA launched in 2022 and quickly rose to the top of the hazy imperial IPA category. It sits at 9.5% ABV with strong tropical fruit character. Juice Force has helped Voodoo Ranger capture more than a third of craft beer singles sales in convenience stores.
New Belgium’s ownership and Voodoo’s role
Today New Belgium Brewing, based in Fort Collins, Colorado, is owned by Japan’s Kirin Holdings through its Lion Little World Beverages arm. Despite international ownership, New Belgium remains one of the largest U.S. craft breweries, if you don’t go the Brewers Association definition. Voodoo Ranger has become the company’s leading growth engine. The brand family includes the flagship Voodoo Ranger IPA, Imperial IPA, and Juicy Haze IPA, alongside newer entries like Juice Force and Tropic Force. These releases have kept Voodoo Ranger at the center of IPA sales growth, even as many competing brands flatten or decline.
Why this matters
The tanker stunt underscores the value of experiential activations in today’s crowded beer market. For New Belgium, it’s another way to spotlight Voodoo Ranger as a crucial brand pillar and to keep Juice Force IPA in front of fans during a busy fall season.
