Case Study New Belgium Brewing

Consumer demand for robust ale was not being fulfilled with the current beers on the market. In 1991 Jeff Lebesch and his wife Kim started the company out of their basement. They focused on the rich flavor and unique concept. Their focus on social and environmental responsibility has set them apart from brewing companies on the market. Jeff and his wife wanted to promote a product while being innovative and socially responsible. They designed their core values and mission statement while hiking in a national park (Ferrell, 2010). In addition they wanted to promote the brand and corporate citizenship (Ferrell, 2010). Although the product is alcohol they encourage consumers to be responsible. Also, they have sponsored events, dinners and philanthropic causes to help gain consumer loyalty. In 2013, USA named NBB as 6 out of 15 best brewing companies (Franklin, 2013). Also, the company has increased is competitive advantage with is stance on environmental conscience brewing. They were the first brewery to utilize wind power generator, even with an increase cost of .025 per kilowatt (Asher, Bidner and Greene, 2003). Also, they utilize light tunnels, windows and recycled steam to reduce their carbon footprint (Gorski, 2013). In 2002 NBB participated in the LEED-EB pilot program (Ferrell, 2010). Furthermore, the company donates $1 for every barrel of beer sold to each of the 26 states territories and distributed $700,000 in 2012 (What we are about, 2013). Despite

The following report is to introduce the brewery's profile and production process, which include brewing

New Belgium Brewing strives to reduce it’s impact on the environment. NBB invested in a wind turbine, making it the first fully wind powered brewery in the United States. NBB has also incorporated a steam condenser that captures and reuses hot

Corporate social responsibility (CSR) refers to business practices involving initiatives that benefit society (2). CSR may also be referred to as "corporate citizenship" and can involve incurring short-term cost that do not provide an immediate financial benefit to the company, but instead promote positive social and environmental change(1).

New Belgium harmonizes the need of the company, employees, and their families (New Belgium Brewery, 2017b). Barley, yeast, and grains are used to make beer, and the byproduct is typically discarded by other breweries. However, New Belgium collects all their spent grain and yeast and sells it to local farmers to feed livestock for $30 per semi-truckload, seven times a day (Personal Communication, 2017). This is very beneficial to the local farmers who reuse grains and yeast to feed their livestock so that money is kept within the community. Also, New Belgium points out that they are, “incredibly lucky to create something fine that enhances people’s live while surpassing [their] consumers’ expectations,” (New Belgium Brewery, 2017b). Thus, New Belgium is benefiting locals by providing world-class beer close to home.

Frog’s Leap Winery is located in Napa, California has recently made steps to become more socially responsible and self-sustainable. This case analysis will study the effectiveness of the company’s newly implemented strategies and provides constructive feedback for the company. The winery industry is highly populated and Frog’s Leap Winery is only one of the thousands that consumers have to select from. The current market is very health conscious and these “green” consumers focus primarily on “Lifestyles of Health and Sustainability. The company has expanded it’s vineyards and increased it’s net sales with the past 10 years by emphasizing to the importance of the “triple bottom line,” which the

Over the last twenty years, there has been a craft beer revolution and the New Belgium Brewing Company has been at the forefront of this evolution within the beer industry. Throughout the history of business, there has been “Blue Oceans” created within the larger established “Red Oceans”. “Blue oceans denote all the industries not in existence today—the unknown market space, untainted by competition” (Kim & Mauborgne, 2004). The craft beer market is considered a blue ocean because it was an untapped sector of the beer industry, which has created a new market space within the beer industry.

I believe NBB’s focus of social responsibility does provide an advantage for the company. I think that it will give their company a good name and ultimately save them money due to their philanthropic efforts. Proven more now than ever, many people are seeking to buy products that in some way give back to another important cause and NBB has had this approach since its origin. Having the target market of, “Beer connoisseurs that appreciate the high quality of NBB’s products, as well as the company’s environment and ethical business practices,” points out how this has been a major contributor to how quickly success for the company has came over the years. NBB doesn’t just specifically focus on the social responsibility of their consumers but they also focus on their employees.

Corporate social responsibility (CSR) is the ethical behaviour of a company towards society it operates in. It is a commitment to the concern to the society’s sustainability & development.

Through their brand recognition, New Belgium Brewery has won the beer battle between most of their competitors. Beer connoisseurs know New Belgium Brewery by their infamous New Belgium Fat Tire. Fat Tire has helped New Belgium gain a competitive advantage because of the beers high demand. Also, New Belgium’s social responsibility is a major part of why they obtain the competitive advantage over their competitors. New Belgium is a simple company that portrays an economical friendly production, a strong family back- round, and consumer-based market strategy. New Belgium focuses on three responsibilities, social responsibility, employee responsibility, and environmental responsibility. Also, because of their focuses, they have become one of the top competitors to other craft beer

Founded by Jim Koch and Rhonda Kallman. There first beer offering was Samuel Adams Boston Lager. Koch, a 6th generation, first born

With the millennial generation racing to the craft beer industry, it has helped change it into something unique and appealing. The craft beer industry appeals to the millennials adventurous side as well as being made from all natural ingredients. With the vast number of beer options has led to an entirely new experience. Over the last decade craft breweries have made themselves serious contenders in the beer industry. As the number of craft brewery’s increase and the millennial’s taking to the industry, the craft brew market has a great future ahead of

Company needs to ensure quality is consistent, in the bottles that company produce, have committed, and hardworking staff to ensure efficient operations, and always look for better ideas and methods to exceed consumers' expectations. New Belgium realized that the benefits of engaging their employees in ownership are countless. New Belgium Brewery came up with an idea that would ensure that all these points are met. After one year of working at New Belgium, an employee's status is prompted to employee-owner and they are than able to receive rewards.

The New Belgium Brewing Company needs to maintain focus on the company’s purpose in order to maintain consistent growth and a high level of excellence. In order to sustain growth, the New Belgium Company must continue to seek improvement in there ethical, social, and environmental standards. With increased competition from other beer companies, the company can remain competitive by entering new markets (Leonard, 2011). In addition, the company must continue to seek alternative energy sources for the operation of the breweries in order to improve environmental standards (Leonard, 2011). The company met approximately 15% of its energy needs by putting water waste into an anaerobic bacterial pool that converted it to energy to run the manufacturing

Khris (the owner and brew master) has a fervent passion for brewing beer and has won several statewide medals in brewing competitions within the last few years. His history of brewing beer started as he worked for Cigar City Brewing. It was there that he began honing his passion and craft of brewing. He worked for Southern Brewing and Winemaking for two years where taught brewing classes and was responsible for many of their award winning beers.