New Belgium Brewing - case study [ppt]

Company Perspectives :

Long before New Belgium had a marketing department, it was just Kim and Jeff traveling to festivals, sampling out beers and talking to folks. These days it's the same idea but a little further flung. Now we have Beer Rangers who travel throughout the west talking to people, hosting events, and generally ensuring that all our beers are top quality from the draft line to your glass.

1991: Jeff Lebesch and Kim Jordan begin brewing beer in their basement.
1992: New Belgium Brewing's operations move to renovated freight warehouse.
1995: Company moves into a new $5 million brewery. 1996: A Belgian brew master hired.
1998: Production tops 100,000 barrels for the first time.
1999: Firm begins to use wind-generated electricity.
2001: Expansion of plant to triple capacity begins.
2004: Distribution is expanded to Southern California; New Belgium beer is now sold in 15 states.

You can download the presentation New Belgium Brewing case in New Belgium Brewing Case.ppt

New Belgium Brewing Company, Inc., is one of the largest regional specialty brewers in the United States, producing about a dozen distinctive beers which are distributed to fifteen states in the West. Its brands include top-seller Fat Tire Ale, Sunshine Wheat Beer, and Abbey Belgian Style Ale, as well as seasonal offerings like Biere de Mars, Transatlantique Kriek, and Two Cherry Ale. The environmentally-friendly firm uses wind-generated electricity as well as heat and energy derived from byproducts of the brewing process. Founders Kim Jordan and Jeff Lebesch hold controlling interest in the company, which is partly owned by their employees.

Product :
Short Sleeve Sunshine Wheat Tee$18.00
Short Sleeve Trippel Tee$18.00
Short Sleeve Fat Tire Tee$18.00
Short Sleeve Blue Paddle Tee$18.00
Short Fat Tire Tap Handle$20.00
Short Sunshine Wheat Tap Handle$20.00
Short Blue Paddle Tap Handle$20.00
Sunshine Wheat Decal$3.50
1554 Decal$3.50
New Belgium Bike Bell $5.00
Etc…