Belgium is home of the finest ales and have been known to brew for centuries. So when Jeff Lebesch, an electrical engineer from Fort Collins, Colorado took a bicycle trip through Belgium it made him realize there may be a market back home to sell Belgian-style ale. Jeff returned home with hopes to experiment and brew his own beer in his basement from the various ingredients he received on his trip.
When his friends approved of the ales he started marketing them to the local town. He later opened New Belgium Brewing Company in 1991. His wife, Kim Jordan was the company’s marketing director.They named their first brew “Fat Tire Amber Ale” after Jeff’s mountain bike in Belgium.
The company outgrew basement operations and opened up in a custom built facility in 1995 (New Belgium)[1]. Since then, the company offers a variety of ales and pilsners such as, Sunshine Wheat, Blue Paddle Pilsner, Abbey Ale, Trippel Ale, 1554 Black Ale, and Fat Tire Amber Ale. They also market two types of specialty beers on a seasonal basis. They are distributed in one third of the United States and until 2005 their most effective form of advertising was word of mouth.
In search of an advertising agency they found Amalgamated, independent New York advertising agency that created a brand identity for the company. Ethical Culture Before their success, Jeff and his wife Kim made sure that they established the company’s core purpose on a hike into the Rocky Mountains. Their purpose remains with them until today and is well recognized and respected within their work environment. Their core values and beliefs reflect the culture that the company maintains and sets an example to competitors such as, Grand Teton, Goose Island, and Stone brewing company.
The company benefits include health, dental, and retirement plans. They also provide employees a free lunch every other week and a free massage once a year. After five years of employment, the company sends you off to Belgium to learn about the “beer culture” with all expenses paid. Most important, the employees can earn stock, which gives them voice within the company to make pertinent decisions.
Environmental Stand The company has also reduced its carbon dioxide emissions by 1800 metric tons a year by switching from coal power to a wind turbine, which was the first wind-powered brewery in the United States.They have also invested in a steam condenser that reuses the hot water that boils the parley and hops to continue making the next brew. Furthermore, they have sun tubes that provide natural daylight time lighting through the full year. They utilize a green design throughout their whole facility and have agreed to participate as of 2002 in U.
S Green Building Council Leadership in Energy and Environment Design for Existing buildings pilot program. To even reduce air pollution, as an incentive, they provide employees a cruiser bike to encourage them to ride to work instead of driving.The company strives through corporate giving, event sponsorship, and philanthropic involvement. It has donated more than $1.
6 million to organizations in the communities where they do business. It maintains a bulletin board in each facility that post all community involvement activities, and proposals. Their sponsorships include Tour De fat, MS 150 Best Damn Bike Tour; Ride the Rockies Tour, which all donated proceeds to non-profit groups. They have succeeded in being three time winners of Business Ethics magazines Business Ethic Awards for its dedication to environmentalist excellence in every part of its innovative brewing process.
They have won various awards for their different ales and have been recognized for their positive image and social responsibility with the community. The New Belgium Brewing Company has addressed several environmental issues such as air pollution, carbon dioxide emissions, and reduction of energy costs. They have found a way to implement a reduction plan to create a green design facility. The incentive that they offer their employees to ride a bike cruiser to work has also defined their passion to better the environment and a care for their employees.
With all the following they have persuaded me that they are an environmental benefit to the community. The company has chosen to be a socially aware of their community because it is part of the core beliefs and it is unique in their industry. One of their core values is being an environmental stewardship: minimizing resources consumption, maximizing energy efficiency, and recycling. They are growing with the environment trends that every company is trying to incorporate in this age of going green.
QuestionsTheir social indicatives such as their donations, event sponsorships, and philanthropic involvement are strong indications of strategic philanthropy. They have donated more than $1. 6 million to organizations in local communities and have sponsored events that have donated to non-profit organizations. They have kept their employees and community updated with bulletin post on activities and proposals.
They have become role moles for other companies by demonstrating a corporate socially responsible work environment.They practice being a utilitarian by making decisions like providing their employees with modes of transportation, and creating an efficient work environment. It results in the greatest utility that will benefit all those affected by a decision, such as the employees, customers, stakeholders, and community. Some segments of society vigorously contend that companies that sell alcoholic beverages and tobacco products cannot be socially responsible organizations because of the nature of their primary products.
I believe that that their actions are indicative to an ethical and socially responsible corporation because they a small company that practice what they have been preaching from the start off of their company. Their core beliefs reflect everything the company portrays to their employees, stakeholders, customers, and local community. One of the core beliefs is being an environmental stewardship in minimizing resource consumption, maximizing energy efficiency, and recycling. They are great advocates for environmental change and generously give back to their community.
Their simple values have developed and have maintained a strong meaning to the company and its customers. The NBB can foster a more ethical and responsible conduct by looking into more ways to address alcohol abuse in their campaign. They can discuss drunk driving and the effects alcohol has and ways to minimize or eliminate driving while intoxicated. They can also continue in enhancing their manufacturing process by researching to reduce emissions and waste.
Also, to go along with social trends they can also look into developing an organic beer.Works CitedNew Belgium. (n.d.
). Retrieved April 5, 2010, from Our Story-New Belgium: http://www.newbelgium.com/our-story
