New Belgium Brewery Case

As New Belgium distribution begins to expand other areas of the country, it will need to continue to stick to its Fort Collins Colorado-based roots that were established in 1991 (Ferrell & Hartline, 2014). New Belgium Brewery is known for its high-quality beer and its commitment to be socially responsible; therefore, this model of business has made them successful (Ferrell & Hartline, 2014). Because NBB is branded by their good stewardship of being responsible to the environment, I believe this will resonate well with all consumers across the country. New Belgium Brewery strives to be energy efficient and cost effective by investing in technologies such as, smart grid installation, a brew kettle, sun tubes, and using strategies to reduce waste by recycling (Ferrell & Hartline,

As the company grows, it will be imperative that they maintain their humble character that made them successful. I will be a challenge to remain culturally authentic as the company expands; however, with the right marketing plan, I do believe it is doable. Personally, I love all of the marketing aspects of this company – how the red bicycle came to be a major feature of the Fat Tire beer, the fact the company began from the founders basement, New Belgium - Follow Your Folly tagline and commercial (New Belgium, Folly Your Folly, 2017), employee engagement, and social responsibilities! If New Belgium Brewery continues what they expressed in their mission statement – which includes: having fun, continue to be innovative, having authentic relationships, work-life balance, environmentally friendly, producing a world-class beer, remembering the roots of which they began, promoting the responsible enjoyment of beer, and continuous learning (Ferrell & Hartline, 2014), they will continue to have