New Belgium Brewing Company Essay

The New Belgium Brewing Company was a popular arising brewing company that has gained great success over the years of being in business. The NBB has gained its popularity originally by word of mouth and other small marketing ventures. The company saw great growth for the company in their initial years of business. This company started out small in the company’s owner’s basement, and it quickly outgrew the space while needing to expand. Many craft breweries also exhibit strong connections to their local communities through their philanthropic activities (McLaughlin, Moore & Reid, 2014.) With the exciting growth for NBB and all the new opportunities for this company there are other large competitors on the market that they need to remain in competition with. These other large competitors in the industry include: Samuel

Upon being hired, Owsley worked towards being proactive and using different marketing efforts (Ferrell & Hartline, 2014.) Over the years the numbers of barrels sold annually continued to grow and grow. A new campaign was launched known as the “Beer stream”. The NBB created different contests to entice customers. One of the contests included “What’s Your Folly?” The purpose was for their customers to pitch their beer dreams (text reference.) The term “folly” ended up being very controversial. The word folly used in NBB company’s new marketing initiative could come back with negative reviews. The term folly might imply that when purchasing or consuming this company’s beverage might result in a person to make poor decisions. As a customer, I could see where this issue might come into play. There will be customers that will look into this word negatively, and quite possibly disconnect themselves with the company. On the contrary, there are other loyal customers to the company that this will not affect their thoughts on the brand and the products that they