Would you consider drinking beer made with bear poop? This peculiar question is at the forefront of a marketing campaign by Breakside Brewery and Columbia Sportswear.

The new beer, aptly named “Nature Calls,” is a collaboration between these two brands, known for pushing boundaries in their respective fields. Breakside Brewery is not new to unusual brewing practices, previously creating beers with creative names, but this venture takes it to another level. The "clean-tasting lager" features an unexpected ingredient: "a hint of bear poop collected trailside in Montana from the American black bear."

Despite the bizarre inclusion, the breweries assure consumers that the beer is safe to drink, stating, “We’ve brewed a lot of beers, but never one that celebrates nature this literally.” Scott Lawrence, founder of Breakside, initially thought Columbia was joking when they proposed the idea, but it has now turned into what they claim could be the wildest beer in America.

“Nature Calls” will be available at Columbia’s booth during The Players Tailgate on February 8 and in limited quantities at Breakside locations, although it won’t be advertised during the actual Super Bowl.

As the event approaches, beer enthusiasts across the country are left wondering if they’ll dare to try this unique brew.