New Belgium Brewing Company Summary

In today’s business world there are both extremely large companies as well as smaller, local companies. Although these companies vary in their operations, they have one major thing in common they must implement in order to become and remain successful in their markets. This common bond is an effective marketing strategy. Today American’s consume over 200 million barrels of beer in a single year (Reid, McLaughlin, & Moore, 2014). As of June 2013, there were over 2483 craft breweries in the United States alone. The New Belgium Brewing Company came into existence in 1991, operating out of a basement (Ferrell & Hartline, 2014). Out of these 2483 craft breweries, this company is now the third largest craft brewer in the United States. In the beginning …show more content…
New Belgium Brewing Company wanted to take advantage of these opportunities. However, the company knew there are several risks that can be associated with market expansion. IN order to avoid these risks the company developed its own brand manifesto to ensure it remained true to its core values and beliefs throughout the expansion. After this, it was time to create the marketing strategy. The company chose to use television to expand its marketing strategy. However, there was one part of its marketing strategy that became extremely controversial within the company. The company chose the slogan “Follow Your Folly.” Many individuals in the company were concerned that the word folly would bring a negative connotation to the company. Folly is defined as foolishness or lack of good sense. It was also perceived that this word would undermine the technology and science that it takes to create this high quality craft beer. The company did investigate the concerns of the individuals within the company as it should have. This investigation into the concerns that were vocalized shows how incredibly invested this company is in its employees and creating a successful marketing