New Belgium Brewing

What environmental issues does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability?

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

External Environmental Analysis of Starbucks and the Coffee Industry Harold Brown Strategic Management March 3, 2011

Throughout most of its history, the Coors Brewing Company (Coors) has been a regionalized brewer within the United States, specializing in high-quality beer through by virtue of its source water selection, stringent production standards, and cold filtered brewing approach. As the company expanded its distribution to new markets within the U.S. in attempt to gain market share, it made a strategic decision to maintain a majority of its brewing operations at its primary production facility in Golden, Colorado. This decision was based upon the desire to preserve its core production strengths through close family control. However, as the company desires to expand its market presence beyond the

New Belgium’s leadership team is interested in opening a third brewery to join our Fort Collins and Asheville locations. As Chief Operating Officer, I have been asked to prepare a list of pros and cons for opening a third brewery. The most important thing to first do would be form a small team consisting of very strong and important people within our organization whom I feel would provide the best combination of ideas, opinions, and overall understanding of the situation. After the team has been formed we would conduct a strong analysis of the situation and determine what would be the key items of importance to consider the opening of a third brewery. The key items on my list would be the cost associated with opening of a third brewery, the

Not all businesses are well received in their local communities. Therefore, selecting the right location is critical in the acceptance of the community. New Belgium continues to grow, and they are interested in opening the third brewery to join its Fort Collins and Asheville location. As Chief Operating Office one has been asked to prepare a list of pros and cons on opening a third brewery. The essential items that would be on one’s list are location, culture, and staffing needs.

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.

New Belgium has created a mission statement that is implemented in every facility and among every worker within the company. The company embraces the idea that they are a small company and promotes the sale of their products by creating a mission statement that is appealing to customers. A well thought of mission statement serves as a guide for the company and customers to understand the direction the company wants to progress in as well as develop a company purpose (Bartkus, Glassman, and McAfee, 2000). New Belgium’s mission statement is “to operate a profitable brewery which makes our love and talent manifest” (Ferrell and Hartline, 2005, p. 354). Therefore, the mission statement is one way for the company to express how whimsy and fun the

1. What environmental issues does the new belgium brewing company work to address? How does NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability?

Rickey L. Freeman Southeastern Oklahoma State University Case Study #1: New Belgium Brewing MKT5243.W1- Marketing MNGT June 10, 2018 1. What environmental issues does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance towards sustainability? A.

New Belgium supports sustainable development, so they choose to form partnerships who support sustainability, create a high involvement corporate culture which values everyone’s contributions, look at the CO2 emissions, waste, toxic substances, and transportation to measure the environmental impact of their products. To get the basic idea of what builds sustainability in their company, they usually question the vendors. For instance, the policy regard of their waste management, the environmental organization they contributed, their method used to manage the transportation impact to their products.

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

The first questions asked was, what environmental issues does the New Belgium Brewing Company work to address. NBB works hard at trying to preserve the environment the way it is. This is shown through almost anything the company does, from recycling to renewable energy. NBB is trying to make a better world for those around them and are doing a fantastic job. NBB has shown a concern for protecting winters and stopping climate change. In a story posted on the New Belgium website titled, “Brewing Beer to Protect Our Winters,” the company asks for help from the community to try and save the world. The story describes the impact that global climate change

PepsiCo is one of the world’s leading food and beverage companies with products being sold in over two hundred countries and territories around the world. PepsiCo began in 1965 when Pepsi-Cola merged with Frito-Lay and now distributes twenty-two brands of products that include Pepsi, Lays, Tropicana and Quaker. This paper will provide information about PepsiCo’s dedication to environmental, human and talent sustainability while increasing revenue by reducing essential production costs such as water use and packaging materials.

LEARNING OUTCOME 3 Name a company you hope to work for someday. What is its track record in terms of corporate social responsibility and sustainability? Are these factors important to you? Why or why not?