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New Belgium Brewing's closest audience match is Oskar Blues Brewery at 0.91 — and the top 10 neighbors split into two distinct clusters: fellow craft breweries on one side, and a sports-media website on the other.
The shape is two-peak. Six of the top 10 neighbors are breweries: Oskar Blues Brewery (0.91), Left Hand Brewing Company (0.89), Deschutes Brewery (0.87), Sierra Nevada Beer (0.85), Avery Brewing Co (0.84), and Rogue Ales & Spirits (0.84) — a tight craft-brewery cluster with scores bunched between 0.84 and 0.91. The second peak arrives at position seven: The MMQB, an NFL-focused website, at 0.83. Right behind it sits Untappd, an alcohol-category app, at 0.83, and then NBC Olympics, a sports-league property, at 0.83. Bell's Brewery rounds out the top 10 at 0.83, pulling the brewery count back up. The intrusion of two sports-media properties — one NFL-specific, one broad Olympics coverage — into an otherwise brewery-dominated neighborhood is the structural signal here: New Belgium's audience doesn't just look like craft-beer followers; it also overlaps meaningfully with an audience shaped by mainstream sports consumption.
The two-peak pattern suggests this audience bridges a craft-beer identity with a sports-media habit, two neighborhoods that don't always travel together.
