Gordon Biersch Brewing Company

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…