Belgium Brewing Case Study
Case 8 A Brew above the Rest: New Belgium Brewing
Although large companies are frequently cited as examples of ethical and socially responsible firms,
it is often businesses that start small that stand to have the greatest impact. Craft beer pioneer New Belgium Brewing Company began as a microbrewery in Fort Collins, Colorado. They have created jobs and
contributed money, resources, and volunteer time to local causes for 30 years, serving as community leaders.
Though New Belgium Brewing Company is no longer considered a craft brewery after its acquisition by Lion
Little World Beverages in 2019, the company continues to be a role model in both the world of brewing and the local communities in which they operate.
History of New Belgium Brewing Company
The idea for the New Belgium Brewing Company began with a bicycling trip through Belgium. Belgium is arguably the home of some of the world’s finest ales, some of which have been brewed for centuries in monasteries. As Jeff Lebesch, an American electrical engineer, cruised around Belgium on his mountain bike, he wondered whether he could produce such high-quality beers back home in Colorado. After acquiring a special strain of yeast used to brew Belgian-style ales, Lebesch returned home and began to experiment in his Colorado basement. When his beers earned thumbs-up from friends, Lebesch decided to market them. (Excerpt)Summarize case study 8 in 5-6 paragraphs. Go through the case in its entirety before summarizing and responding.
Do all three questions:
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 toward sustainability?
2. Do you agree that New Belgium’s focus on social responsibility provides a key competitive advantage for the company? Why or why not?
3. Some segments of society contend that companies that sell alcoholic beverages and tobacco products cannot be socially responsible organizations because of the nature of their primary products. Do you believe that New Belgium’s actions and initiatives are indicative of a socially responsible corporation? Why or why not?