Summary: Evaluating External Organizational Communication

New Belgium Brewing Co. (NBB) is a craft beer leader that embraces sustainability and corporate responsibility. For New Belgium, social, ethical, and environmental responsibilities are as important to the company’s operations as profitability. For New Belgium, business is as much about improving the local community as it is about making beer.

In a world where large, corporate breweries rule the market, craft beer is created to please an audience that applauds the styles, techniques and flavors. Though craft beer can be purchased through several different outlets, the best place to thoroughly enjoy the entire experience of the specially made beer is in the brewery where it was made. The article titled, “In Lean Times, a Stout Dream” in The Wall Street Journal1 states that, despite the hard economic times and consequent consumer cutbacks, sales of craft beer, the industry 's fastest-growing segment, rose

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

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The management level of this company has lack communication with their employees. The company never empower their employees, which makes all the employees become lazy and more likely to listen the orders from the SMART group.

The New Belgium Brewing Company is one of the leading producers of craft beers, or

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

Having assessed to my organization skill through the presentation, I have determined that I am competent in my organization skill. I have judged myself against following criteria:

In other words, corporate social responsibility is a serious competitive advantage for NBB. Corporate social responsibility practices are to improve the wellbeing of society. New Belgium’s social responsibilities provide the company with a serious competitive edge because consumers have the desire to believe in and have a positive feeling when it comes to spending their money. The company’s socially responsible vision that gives mainly to its consumers progressively supporting what the company stands for on all levels. Corporate social responsibility operations aid to build corporations and or businesses look troubled about generating a thriving workplace and community to gain participation and keep workers and buyers.

This method will help them find and appreciate possibilities together for pursuing enduring resolutions that will positively impact communities, future generations and the company. It will also ensure that both the company and the communities will always understand each other 's interests, issues, needs and concerns. Also, they support programs and institutions that contribute to building an educated and engaged workforce7. This enriches the individual’s skills and also provides skilled workforce for the company as they will be operating in a knowledge and skill rich environment.

New Belgium brewery has increasingly grew throughout the years since their development in 1991. Despite the dominance of the “Big Three” (Budweiser, Miller, and Coors), NBB needs to be aggressive and strive to invest in the attractive beer industry in able to grow more. If positioned correctly, NBB and its main brand, Fat Tire, can continually grow. An evaluation of the industry, the business itself, its brands, and the customers and competitors is needed in order to be continuously successful.

Belgium is known for a culture of high-quality beer and this concept was formulated by an electrical engineer from Fort Collins, Colorado. The electrical engineer, Jeff Lebesch, was traveling through Belgium on his fat-tired mountain bike when he envisioned the same high-quality beer in Colorado. Lebesch acquired the special strain of yeast used in Belgium and took it back to his basement in Colorado and the experimentation process was initiated. His friends were the samplers and when they approved the beer it was marketed. In 1991, Lebesch opened the New Belgium Brewing Company (NBB) with his wife, Kim Jordan, as the marketing director. The first beer and continued bestseller, Fat Tire Amber Ale, was named after the bike ride in

NBB try to reduce negative impact on environment by using cost-efficient energy-saving alternatives. NBB invests in a wind turbine, making it the first fully wind powered brewery in the United States. NBB has also used a steam condenser that captures and reuses hot water used for boiling barley and hops in the production process to start the next brew. The steam is redirected to heat the floor tiles and de-ice the loading docks in cold weather. NBB also purchased an energy efficient brew kettle that

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.

Beer Company 2 is a brewer of “seasonal and year-round beers with smaller production volume and higher prices” that “outsources most of its brewing activity” (pg. 120). It is financially conservative, and has undergone a “major cost-savings initiative to counterbalance the recent surge in packaging and freight costs” (pg. 120).