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Once upon a time, New Belgium beers didn’t exist in D.C. Only in 2011 did the Colorado-based brewing company expand its distribution to the area. Fat Tire Ale is a starter beer for burgeoning IPA fans, but its conspicuous absence had hopheads salivating over its arrival. In addition to flooding beer lists (craft or not) since then, New Belgium has also sponsored a bunch of events that appeal to bike people, including the recent New York-to-D.C. Climate Ride. Its latest promotional effort is the Tour de Fat, a traveling cycling circus that will wend its way through D.C. for the first time today. But it’s not all about knocking back brews, donning costumes, and parading on two wheels in the name of marketing. The Tour de Fat is supposed to “spread…the good word about the positive societal offerings of the bicycle.” To that end, the event’s most fanciful occasion will be a car-for-bike trade, for which a willing participant will hand over their keys in exchange for a fully-loaded commuter bike. Even more feel-goody: The Tour de Fat benefits the Washington Area Bicyclist Association, Mid-Atlantic Offroad Enthusiasts, Black Women Bike D.C., and Fairfax Advocates for Better Bicycling.

The Tour de Fat begins at 9 a.m. at Yards Park, 3rd and Water streets SE. Free. newbelgium.com/tourdefat.