New Belgium Brewing
Developing a Brand Personality
Group 1 Members
Damar
M997Z229
Chayaporn
M997Z224
Binh
M997Z248
My
M997Z222
Hanh
M997Z220
OUTLINE
Introduction
-New Belgium Brewing Timeline
-NBB’s Core Values and Beliefs (CVBs)
-New Belgium Brewing Achievement
-New Belgium Brewing Products Line
Message Development
-Mindset Personification
-The Mindset
-Advertising Campaign
New Belgium Brewing Strategy
-Events, sponsorships, interactive games
-Media
-Grant
SWOT Analysis
Questions & Answers
Introduction
New Belgium Brewing Timeline
New Belgium Brewing Introduction
New Belgium Brewing Company is one of
the largest regional brewers in the United
States, producing a variety of beers under
five product lines which distributed to
twenty-six states
New Belgium Brewing Timeline
1991: Established in 1991 in Fort Collins by Jeff
Lebesch and Kim Jordan , they 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 brewmaster hired.
New Belgium Brewing Timeline
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
2010: New Belgium beer is now sold in 26 states.
Introduction
NBB’s Core Values and Beliefs (CVBs)
NBB 10 Core Values and Beliefs (CVBs)
• Remembering: that it is incredibly lucky to create
something fine that enhances people’s lives while striving
to continue to surpass its consumers’ expectations.
• Producing: world-class beers.
• Promoting: beer culture and the responsible enjoyment
of beer.
• Kindling: social, environmental and cultural change as a
role model of a sustainable business.
• Environmental stewardship: honoring nature at every
turn of the business.
NBB 10 Core Values and Beliefs (CVBs)
• Cultivating potential: through high involvement culture
and the pursuit of opportunities.
• Balancing: the myriad needs of the company, staff and
their families.
• Trusting: each other and committing to authentic
relationships and communications.
• Continuous: innovative quality and efficiency
improvements.
• Having Fun
Introduction
New Belgium Brewing Achievement
New Belgium Brewing Achievement
• Sold 582,797 barrels in 2009.
• Expected to sell over 700,000 barrels in 2010.
• As of August 25th, 2010 the company have 372
employees.
• NBB is America’s third largest craft brewer
• Ranked the 7th in total US beer industry.
New Belgium Brewing Achievement
Craft Industry
Rank
Total US Beer
Industry Rank
2009
3
7
2008
3
8
2007
3
8
2006
3
9
2005
3
12
Craft Brewing Industry Vs New Belgium Brewing Company
3 & 5 Year Compound Annual Growth Rate in Volume/Barrels
11.9
%
12.00%
10.00%
10.0%
8.2%
9.0%
8.00%
Craft Brewing
6.00%
New Belgium
4.00%
2.00%
0.00%
3 Year CAGR
5 Year CAGR
Introduction
New Belgium Brewing Products Line
Product Line
Follies
Sunshine Wheat
Fat Tire
1554
Blue Paddle
Seasonal
Hoptober
Skinny Dip
Mighty Arrow
Frambozen
2 Below
Explorer
SeriesTrippel
RangerIPA
Abbey
Mothership Wit
Collaberration

Tripple IPA
Trip III
Trip IV
The Trip II
Trip V
Lips of Faith
Abbey Grand Cru
Vrenden Ale
Sahti Ale
La Folie
Le Fleur Misseur
Transatlantique Kriek
Biere Style Blond Ale
Imperial Berliner Weiss
Eric's Ale
Belgo IPA
Message Development
Mindset Personification
Message Development
Mindset Personification
✓New Belgium Brewery’s character conveys through the
TV commercials in the way that matches style and life
preferences of its core consumers
• the urban professional such as executives, lawyers,
accountants
• live in Kansas or Missouri but come to Colorado for a ski
week every year to indulge in the mountain lifestyle
• follows the traditional route of existing within a capitalist
economy
• has artistic leaning and desires.
Message Development
Mindset Personification
✓NBB beers could be positioned as a
‘manifestation’ of the living the life with
one wants and balancing the economic
needs of existing
Message Development
The Tinkerer
Message Development
The Tinkerer
✓Developed a series of story board by using a
‘Tinkerer’ characteristic who discovers an old cruiser
bike for its commercials.
✓Allowed the entire NBB crew to weigh in on the
storyboards.
Message Development
The Tinkerer
✓Amalgamated’s suggested tag line ‘Follow Your
Folly…Ours Is Beer’
• Several people suggested that folly had too negative
a connotation, it improper for high-quality beers.
• But the creative team suggested that it was time for
reinterpretation and a fresh new definition for a
word ‘folly’.
• Finally, after the debate ‘Follow Your Folly’ became
the campaign tagline.
Message Development
The Tinkerer
✓Jake Scott was chosen to be a director for it NBB
‘Tinkerer’ commercials.
• Shooting the spot on 16millimeter film stock.
• Scouted locations throughout Colorado.
• Scott decided on Charles Srbecky, a boulder
craftsman to play the Tinkerer.
Message Development
The Tinkerer
✓Chosen a musical for the commercials
• ‘Freak Folk’ by Devandra Banhart.
• A haunting sense of cheerful nostalgia.
✓NBB’s product appeared only in the last five seconds
of the commercials ‘Follow Your Folly…Ours Is Beer’
Message Development
Advertising Campaign
Message Development
Advertising Campaign
✓Even as NBB decides to speak to a wider audience
through a new medium the roots-style could not be
abandoned
✓It became even more important to speak to the
insiders who helped build the brand in the same
authentic and personal tone they come to know
and embrace
Message Development
Advertising Campaign
• Events became an even greater opportunity to
maintain that vital dialogue.
• NBB turned to insiders in the bike community and
friends of the brewery with some personal history
and knowledge of the brand.
Message Development
Advertising Campaign
✓NBB’s television-based advertising campaign
mirrored well the craft brewer’s personality. In a sea
of loud, flashy beer advertising aimed at a youthful
demographic.
✓NBB positioned itself as whimsical thoughtful, and
reflective.
New Belgium Brewing Strategy
New Belgium’s Marketing Strategy
Events, sponsorships, interactive games:
• ‘Ranger Team’ is a sales staff acts as brand stewards
throughout territories of distribution.
• ‘Tour de Fat’ is the multicity philanthropic bike festival
• ‘What’s Your Folly?’ is a contest which invites consumers
to pitch their Beerdream to win immoral fame on a NBB
postcoaster.
• ‘The Worthy Endeavor’ is a web-based contest,
applicants can win a trip to the Grested Butte Al Johnson
Uphill Downhill.
New Belgium’s Marketing Strategy
Media:
• NBB’s team collaborated with Amalgamated Inc., a young
upstar advertising agency in New York, to flesh out the
brand’s cultural contributions.
• NBB advertising through a mix of radio shorts, television,
theatrical screening.
• Created a television campaign, beer advertising in the
United States.
• Launched a social media campaign through facebook,
twitter, youtube. Consequently, successfully grown the
brand's online community.
New Belgium’s Marketing Strategy
Grant:
• Focus on philanthropy and environmental sustainability
• NNB’s small grants program($500-$5,000) in order to
connect with the local communities where its beers are
sold. Consequently, cultivate relationships with
communities.
2009 Supported Organizations
Small Donations Outside of
Main Categories, 5%
2009 Local Grants Program $490,000
Youth Environmental
Education, 15%
Sensible Transportation &
Bike Advocacy, 34%
Small Donations Outside of
Main Categories
Youth Environmental
Education
Sustainable Agriculture
Sustainable Agriculture, 17%
Water Stewardship
Water Stewardship, 29%
Sensible Transportation &
Bike Advocacy
2010 Quarter1 Donation Summary
2010 Qurter1 Donation Summary
Water Stewardship, 28%
Youth Environmental
Education, 27%
Youth Environmental
Education
Sustainable Agriculture
Sensible Transportation &
Bike Advocacy
Sensible Transportation &
Bike Advocacy, 33%
Water Stewardship
Sustainable Agriculture, 12%
SWOT Analysis
SWOT Analysis
Strength
• Well treated employees, as consequently employees
committed to their job.
• A variety of beers under five product lines.
• Strong brand name among customers.
• Privately owned company with a lot of capital resources.
• Environmentally, socially, and ethnically responsible
company.
SWOT Analysis
Weaknesses
• BNN does not use traditional marketing to advertise their
beer.
• Deals only with small stores.
• Vulnerable to technological changes.
• Rather than focus on it core business of making beer,
NBB dedicate to social programs
• Limited distribution (only 26 states)
SWOT Analysis
Opportunity
• ‘Tour de Fat’, which sponsored by NBB, make its brand to
be the world well-known brand.
• Beer and brewery industry has been developing in many
countries globally.
• Develop small scale business and emerging enterprises to
get a higher market share.
• Can be expand trough 50 states over the country to enter
new market.
SWOT Analysis
Threat
• Competitors ability to imitate NBB.
• Competitors have better products with high quality than
NBB, such as Anheuser-Bush, Coors and Miller.
• The “Big Three” brewers have long dominated
mainstream televised beer advertising in USA.
• Customer demand, needs and wants requirement is
increasing. (the taste, premium products, distribution
channels)
QUESTIONS
&
ANSWERS
THANK YOU
FOR YOUR ATTENTION