...Case New Belgium Brewing (B) New Belgium Brewing: Developing a Brand Personality * Background NEW BELGIUM’S INITIAL MARKETING STRATEGY The idea for the New Belgium Brewing Company began with a bicycling trip through Belgium. Belgium is arguably the home of some of the world’s finest ales, some of which have been brewed for centuries in that country’s monasteries. As Jeff Lebesch, an American electrical engineer, cruised around that country on his fat-tired mountain bike, he wondered if he could produce such high-quality beers back home in Colorado. After acquiring the special strain of yeast used to brew Belgian-style ales, Lebesch returned home and began to experiment in his Colorado basement. When his beers earned thumbs up from friends, Lebesch decided to market them. The New Belgium Brewing Company opened for business in 1991 as a tiny basement operation in Lebesch home in Fort Collins. Lebesch wife, Kim Jordan, became the firm’s marketing director. New Belgium beers quickly developed a small but devoted customer base, first in Fort Collins and then throughout Colorado. The brewery soon outgrew the couple’s basement and moved into an old railroad depot before settling into its present custom-built facility in 1995. The company’s standard line has grown to include Sunshine Wheat, Blue Paddle Pilsner, Abbey Ale, Trippel Ale, 1554 Black Ale, and the original Fat Tire Amber Ale, still the firm’s bestseller. Today, New Belgium Brewing is America’s third largest...
Words: 3109 - Pages: 13
...as much as possible with current research, and then conduct a comprehensive SWOT analysis for New Belgium Brewing. As of 2013, defined by the Brewers Association New Belgium Brewery is the 3rd largest craft brewery and the 8th largest overall. Annual production of beer is less than 6 million barrels. Currently New Belgium sells beer in 31 states and the District of Colombia. In 2013 they began shipping to Alaska and Louisiana and Florida is soon to follow. They have seen consistent growth year over year. In 2006 NBB produced 437,000 barrels of beer. In 2011 the company produced 713,000 barrels. The company waste diversion efforts are paying off. In 2011 94.38 the latest waste diversion is 94.38% diverted and 5.62% landfill as opposed to 88% diverted and 8.5% landfill in 2009. Energy consumption is seeing a reduction each year. Energy reduction has gone from 158MJ/hl in 2008 to 138MJ/hl in 2011. This can be partially attributed to the November 2009 implementation of the largest private array of photovoltaic solar panels in Colorado. The 870 panels mounted atop the bottling plant produce 200kW of power output helping to reduce power consumption from the grid. In March of 2012 New Belgium Brewery launched it can line to tap into a new market. In April of 2012 the company chose Asheville North Carolina as the site for their East Coast Brewery. In January of 2013 New Belgium Brewery became 100% employee owned and lastly in April 2013 they completely commit to the technology...
Words: 2316 - Pages: 10
...New Belgium Brewing has created a craft brew that is loved by many not just around the country but the world including myself. Although the taste is something that is quite pleasing to the palate I feel that there success can be based on two things specifically. The first would be their focus on energy saving and environmental safe brewing standards and then where they came from. Ryan Withall stated in his article with Sustainable Brands-The Bridge to Better Brands that New Belgium Brewing Company understands that if they want to sustain themselves for the long run and that will include "environmental initiatives, employee ownership, fair employment practices and active engagement with suppliers, distributors and the greater community" (2014)....
Words: 279 - Pages: 2
...New Belgium Brewing A paper submitted in partial fulfillment for the Bachelor of Science degree in Business Administration and Finance Table of Contents Page No. Introduction…………………………………………………….3 Environmental Issues…………………………………………..3, 4, 5 Strategic Philanthropy………………………………………….5, 6 Ethical and Social Responsible………………………………...6, 7, 8 Areas of Development………………………………………….8, 9 Conclusion………………………………………………………9, 10 Resources………………………………………………………. 11 Introduction: New Belgium Brewing Company started out with a simple bicycling through Belgium which also happens to be the home of some of the world’s finest ales. An American electrical engineer named Jeff Lebesch cruised around Belgium on in his fat-tired mountain bike pondering the thought whether or not he could produce the same high-quality beers back home in Colorado. Lebesch went back to his home in Colorado and started experimenting until his beers attained good recognition from some friends and so Lebesch decided to market them. New Belgium Brewing Company opened for business in 1991 as a small basement operation in Lesbesch’s home in Fort Collins but soon out grew that and now has its own custom-built facility. (Drever; Haiar, 2006) New Belgium started out as a small business with concrete core values and beliefs and as it grew bigger, it retained its business values. New Belgium’s most recognized characteristic is its image. New Belgium bases its company...
Words: 2305 - Pages: 10
...Case 4: New Belgium Brewing One of the Nation’s third-largest craft breweries, based out of Colorado, New Belgium Brewing Company, Inc. (the Company). The Company was founded in 1991, a privately held corporation. Its first operation started off in the basement of Jeff Lebesch (founder). The Company prides itself on its branding strategies “triple bottom line” and social responsibility which focuses on economic, social, and environmental factors. New Belgium’s marketing strategy links the Company’s viewpoint to the quality of its products. The Company continues to support the community, giving back & advocating positive change. However for continued success, New Belgium has to continually analysis its situation in the marketplace, identifying issues, and in-turn address their longevity through growth. The New Belgium Brewing Company faces increased competition from other craft breweries as it still remains behind Boston Beer Co. and Sierra Nevada, other craft breweries. In examining New Belgium’s distribution territories, there are still “open markets” which pose opportunities to the Company. This especially holds true as New Belgium tries to expand its operations, specifically in the Northeast. How can Belgium leverage its resources which requires longer distances? The Company strives for environment responsibilities which it has successfully built into the brand. What alternatives are out there to decrease the use of resources such as fossil fuels during expansion...
Words: 724 - Pages: 3
...New Belgium Brewing has stayed true to their core values and this has been successful for them (Ferrell & Hartline, 2014). The company’s social responsibility to its environment, customers, and employees, has aided in establishing and helps to maintain a competitive advantage; thus having a solid strategic focus is crucial to sustaining the company’s competitive advantage. New Belgium has often looked for ways to protect the environment by being “environmental friendly”. The company strives to find cost-efficient energy saving alternatives in such they have invested in wind turbine, making then the first fully wind- powered brewery in the United States (Ferrell & Hartline,2014). Recycling initiatives help reduce waste. The company has recycled...
Words: 390 - Pages: 2
...The term SWOT stands for analyzing strengths, weaknesses, opportunities, and threats (Ferrell & Hartline, 2014). The strengths of New Belgium Brewing are the quality of its products, its distribution network, and its social/environmental responsibilities. The weaknesses include its inability to penetrate the northeastern U.S. markets significantly, and its current infrastructure. The opportunities include growing its market share and penetrating the northeast markets. The threats include small and large competitors. The threats also include start-up breweries. The Chief Operating Officer has asked me for a list of pros and cons of opening a third brewery. The pros of opening a third brewery would be an improved distribution infrastructure,...
Words: 251 - Pages: 2
...Timmins Analysis of New Belgium Brewing Company’s Corporate Social Responsibility Legal and Social Environment of Business, Professor Ruud 3/12/15 New Belgium Brewing Company New Belgium Brewing Company was started by Jeff Lebesch in 1991 in Fort Collins, Colorado. He made his first two brews, which are still around today, in his basement and now they are embarking on opening their second brewery later this year in Asheville, NC. New Belgium Brewing Company not only makes multiple types of brew but they set their standards high when it comes to corporate social responsibility. New Belgium Brewing Company has a large arm span when it comes to charitable giving. They give grants to various organizations ranging from Youth Environmental Education to Water Stewardship. There are four funding programs in which they donate over $6 million as well as their co-workers donating enormous amounts of time. In 2014, the workers donated 2500 hours of volunteer time through their community (Philanthropy, 2015). The company has been, since 1993, donating $1 for every barrel brewed the prior years to charities within their area (Wann, 2015). In the year 1999, that equated to $104,000 being spread to organizations like The Nature Conservancy, Emily Griffith Center, The Hope Center, and other non- profit organizations (Wann, 2015). As you can tell charitable giving is a big part of the New Belgium Brewing Company. The technology is always improving at New Belgium Brewing Company. The company...
Words: 908 - Pages: 4
...New Belgium Brewing Company: Ethical and Environmental Responsibly Abstract Although it has since been disproved that Benjamin Franklin once said, “Beer is proof that God loves us, and wants us to be happy,” he is nonetheless given credit for this profound and true statement. New Belgium Brewing has been making people happy since 1991. Along the way they have managed to continuously and profoundly function in the world of profit in a sustainable way making them an outstanding corporate citizen. The core company values that were put in place since the inception of the company stand as a testimony in conjunction with the actions of the company as an exemplary model of sustainability and ethics. New Belgium Brewing New Belgium Brewing (NBB) was born as a commercially sold product in 1991 in the basement of Jeff Lebesch and Kim Jordan. They founded their company based on a set of core company values that promote ethics, ecology, and economics, the foundation of the new sustainable business paradigm. Since its inception, NBB has tackled many environmental issues strategically and as a responsible corporate citizen. The company has made it a part of their culture to save, to conserve, to preserve for posterity, and to leave as little of a carbon footprint as possible in the creation of their product. The company’s focus on environmental issues is so amazing and atypical of the corporate world; it leaves one questioning “Why do they do it?” Are they doing this for strategic...
Words: 1368 - Pages: 6
...New Belgium Brewery | A new approach | | | GM591 Course Project GM591 Course Project TABLE OF CONTENTS I. INTRODUCTION II. PROBLEM STATEMENT III. LITERATURE REVIEW IV. ANALYSIS V. SOLUTIONS VI. REFLECTION VII. REFERENCES I. The New Belgium Brewing Company in Fort Collins, Colorado was founded by Jeff Lebesch in 1989. The highly motivated entrepreneur started with a different yet simple concept; brew a better beer than anyone else. So Jeff went into the basement of his home and started working on several different brews, but specifically worked to perfect his two signature beers and the first mass produced products; Abbey and Fat Tire. It took just two years for the company to grow large enough that the basement was no longer sufficient and New Belgium moved into its first commercial brewing space and has continued to grow from there. The brewery has grown to the size that produced and sold over 580,000 barrels of beer in 2009 and expects to sell over 700,000 barrels in 2010 (JUICEBOX, 2010). The revenue generated by New Belgium has helped to make the brewery the 8th largest in the United States (JG Press, Inc, 2003). New Belgium beer is brewed exclusively at the Fort Collins location and is now available in 26 states from coast to coast (JUICEBOX, 2010). The company has grown from a dream in a man’s basement to currently utilizing over 200 employee owners and boasts sales of over 32 million dollars in 2009 (JUICEBOX, 2010). NBB...
Words: 4595 - Pages: 19
...New Belgium Brewing: Ethical and Environmental Responsibility1 Although most of the companies frequently cited as examples of ethical and socially responsible firms are large corporations, it is the social responsibility initiatives of small businesses that often have the greatest impact on local communities and neighborhoods. These businesses create jobs and provide goods and services for customers in smaller markets that larger corporations often are not interested in serving. Moreover, they also contribute money, resources, and volunteer time to local causes. Their owners often serve as community and neighborhood leaders, and many choose to apply their skills and some of the fruits of their success to tackling local problems and issues that benefit everyone in the community. Managers and employees become role models for ethical and socially responsible actions. One such small business is the New Belgium Brewing Company, Inc., based in Fort Collins, Colorado. History of the New Belgium Brewing Company The idea for the New Belgium Brewing Company began with a bicycling trip through Belgium. Belgium is arguably the home of some of the world’s finest ales, some of which have been brewed for centuries in that country’s monasteries. As Jeff Lebesch, an American electrical engineer, cruised around that country on his fat-tired mountain bike, he wondered if he could produce such high-quality beers back home in Colorado. After acquiring the special strain of yeast used to brew Belgian-style...
Words: 3564 - Pages: 15
...Corporate Social Responsibility of New Belgium Brewing Company In 1989, a man, by the name of Jeff Lebesch, rode his bike with flat tires through European villages known for their delectable beer. In the confines of his basement, he had his own ideas brewing. With some added time, his idea has turned into a renowned figure, New Belgium Brewing Company was born (New Belgium, 2014). Every company should give back to the community. In this analysis, there will be an analysis of New Belgium and their investments back into the community. Some companies choose not to give back whatsoever, however this is not the case with New Belgium. The goal of this writing is to express the charitable giving, view of environmental responsibilities, policies of technology, and approach to customer service of New Belgium Brewing Company. To begin, an analysis of their charitable giving is in order. Based on their website, New Belgium Brewing Company has a genuine compassion for what they do. They are not only delivering product to their customers, they are giving back to the community. New Belgium has numerous charitable programs. One of the larger ones, known as the Philanthropy Program has been giving back to the community since 1995. One dollar is given for every barrel of beer sold. In total, since its rise as a company, New Belgium has donated over five million dollars (New Belgium, 2014). Not only does this company donate money based on their performance, but they also help fund educational...
Words: 1067 - Pages: 5
...Study Analysis New Belgium Brewing Company is a regional brewery located in Fort Collins, Colorado. It opened in 1991 after Jeff Lebesch, the brewery's founder, took his home-brewing passion commercial. In 2009, it produced over 582,000 barrels of its various labels. As of 2010, it was the third-largest craft brewery and seventh-largest overall brewery in the United States. The brewery was founded by husband-and-wife (now divorced) team Jeff Lebesch and Kim Jordan in 1991 and emphasizes eco-friendly practices and employee ownership in its marketing materials. It is located in northeast Fort Collins near the Cache la Poudre River on the grounds of the former Great Western Sugar plant. In 2008, New Belgium Brewing Company was named the best place to work in America by Outside Magazine. This could be attributed to the brewery's efforts to ensure the " happiness of their employees. Once a month the brewery's Wellness Committee meets to discuss activities, such as bike tours, for employees to contribute in. New Belgium Brewery has made it a objective to be entirely wind-powered. Rather than directly using wind-generated power, the brewery elects to pay an increased rate for their electrical energy, which is supplied by the City of Fort Collins Utilities to ensure it comes from the cleanest source possible. About 10% of the brewery's power comes from methane gas created as a byproduct of their on-site water treatment plant. goal. In 2008, New Belgium Brewing Company was named...
Words: 440 - Pages: 2
...New Belgium Brewery 1) What environmental issues does the New Belgium Brewing Company work to address? How has NBB take strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability? New Belgium Brewing Company strives to take an environment friendly approach to their manufacturing process and facility, focussing on reducing their carbon footprint and energy usage. They were the first-ever American brewery to fully incorporate a wind turbine as a power source versus the burning of coal. Other approaches included the addition of a steam condenser to recycle hot water for use around other areas of the plant and sun tubes which utilize natural sunlight to light the plant. Furthermore, their used hops and barley are saved for the use of feeding area livestock instead of being wasted. Employees are also encouraged to be individually conservative by riding their gifted “cruiser bikes” to and from work. It is our belief that the founder, Jeff Lebesch’s own personal values and love of the outdoors contributed to the company’s strong stance on sustainability. A long side that is the fact that adopting such sustainability measures will help to increase their bottom line. 2) Do you agree that New Belgium’s focus on social responsibility provides a key competitive advantage for the company? Why or why not? We believe that New Belgium’s emphasis on social responsibility provides a key competitive...
Words: 1716 - Pages: 7
...When Jeff Lebesch and his wife, Kim Jordan ， expanded from home beer brewing to commercial production in 1991, they envisioned two goals for their new company: they believed they could produce world-class beers and that they could do this while kindling social, environmental, and cultural change. By 2009 (Just 18 years later), their company, New Belgium Brewing Company (NBB) ， had become the third largest craft brewey in the United States and the seventh largest producer in the overall Industry. The brewery also stood as a corporate leader in environmental sustainability, and provided a prime example of how a company could incorporate environmental concerns into everyday business decisions. However, as NBB entered the new decade, the company faced a number of challenges In reaching its environmental goals, many of which could not directly control. History of NBB Jeff was inspired to found NBB While on a 1989 bike ride through the Belgain countryside. During his trek, he perceived a lack of flavor in Amencan beers compared to those he was drinking in Europe. When he returned home to Colorado, he set out on a quest to Introduce American beer drinkers to the unique essence found in traditional Belgain brews, from the tart framboise, the light saison, and the truly one-of-a-kind trappist ales. Using his home brewing exrience, Jeff was able to develop a distinctive recipe for traditional Belgian amber ale. The ale, dubbed Fat Tire in commemoration to the inspirational bike...
Words: 601 - Pages: 3
