1. Why is environmental stewardship so important at New Belgium Brewery?
2. How does a strong commitment to the environment and social responsibility help to attract new customers and maintain old ones?
3. What do you think is New Belgium’s target market?

This case discusses the creation and mission of New Belgium Brewing Company, manufacturers of Fat Tire and other popular craft beers. The company began in founder Jeff Lebesch’s basement, where he experimented with creating his own beer. In 1991, Jeff and his then-wife Kim Jordan founded New Belgium, which is now the third-largest craft brewery in the United States.

New Belgium prides itself on producing a quality product, caring for employees, and being environmentally-friendly. The company is 100 percent wind-powered and has set several aggressive goals to reduce its environmental impact in other areas. This commitment to socially-responsible business is one of New Belgium’s greatest assets, creating a strong brand image and a loyal customer base.