New Belgium Brewing (A & B):

CSR as a competitive advantage

Developing a Brand Personality

CASE STUDY ANALYSIS

Muhammad Bin Adnan

Sannan Akram
Moaaz Khalid
M Ahsan
WE WERE BORN ON A BIKE
THE REST IS HISTORY
A bike trip through Belgium in 1988 inspired a
young couple to bring the flavors of centuries-
old Belgian beer to the town of Fort Collins, CO.
Business Background
March 1991
The couple set up a brewing plant in their
Range of products: basement in Fort Collins, and dispatch
their first two test beers in a festival.
Beer
Home
October 1995
New Belgium Brewing moved into its
Accessories present custom-built facility after
Apparel outgrowing its initial basement operation

1996
Greg Owsley was hired as the marketing
Product Line(beer): director at NBB, leading to a more focused
Sunshine Wheat and proactive marketing approach for the
Blue Paddle company.
Abbey
Mothership Wit
2003
Expansion into northern California prompted
1554
NBB to engage branding expert Douglas Holt
Trippel Original Fat
and create a brand manifesto for a more
tire Amber Ale
formalized audience analysis.
 Case Study Analysis

Objective:
Integration of its core Competitive
USP Brand Positioning
values with innovative Advantage
Authnetic flavors of
branding and marketing
sustainability
Performance Related
centuries-old Belgian
strategies to achieve practices beer. (POP)
significant success in the whimsical branding High quality craft beer
community with great taste.
craft beer industry, while engagement
Imagery related- Point
also setting a benchmark
of Difference (POD)
for corporate social
Fun, whimsical,
responsibility. thoughtful, reflective

4% Market Share
66% Craft beer market
 Challenges
Maintaining authenticity
Solution
while expanding reach.
Authenticity and
Balancing growth with
communityChallenges
engagement in Brand persona
sustainability principles.
marketing.
Ensuring consistent brand Fun
Sustainable practices in all
messaging across diverse Whimsical
operations. Simple, Relaxed
media.
Clear brand manifesto and Thoughtful
Dealing with competition Reflective
adherence to core values.
from larger beer
Unique brand identity for
corporations.
differentiation.
Communicating Competitors
Transparent
sustainability efforts
communication to educate 1. Sierra Nevada
effectively to consumers. Brewing Co.
about sustainability
2. The Boston Beer
Company (Samuel
Adams)
3. Stone Brewing Co.
Challenges