New Belgium's Marketing Strategy

New Belgium’s focus on sustainability, whimsy, and fun is clearly rooted in its Colorado-based culture and the ethos of its founders and employees. As New Belgium’s distribution continues to expand away from that locale, how can the company make its branding and messaging resonate with consumers in different parts of the country? As stated in the text by Ferrell and Hartline, “When a company grows as rapidly as New Belgium Brewing, the tendency is not to mess with a good thing” (Ferrell & Hartline, 2014, p. 362). NBB is known for its signature beer, Fat Tire Amber Ale, and for many years relied on word-of-mouth and barstool to barstool to sell the brand. New Belgium Brewing then launched a sales team known as Ranger Team who had become stewards of the NBB brand to spread the word throughout the U.S. Distribution network. Each individual ranger has their own facebook page as a way to be visible with the customers of NBB through social media (Ferrell & Hartline, 2014, p. 362). …show more content…
In order for this marketing strategy to be executed and take form, it is important for the marketing team to embrace the right people, the right processes of implementation, and the right tools in place for each pillar to be effective (Schwartz, 2016). New Belgium Brewing Company has proven to be dedicated to content marketing and has been its strategy in building communities in a number of effective and creative ways. According to a market study conducted by the Content Marketing Institute and MarketingProfs, the 4 P’s rated highest in effectiveness as evident in community events eNewsletters, videos, social media, and ad campaigns. “New Belgium pours itself into each. With a strategic, outrageously entertaining and integrated approach to the 4 P’s, they produce a very intoxicating mix of content” (Feldman,