CASE 5
NEW BELGIUM BREWING: ETHICAL AND
ENVIRONMENTAL RESPONSIBILITY
CASE NOTES FOR INSTRUCTORS
This case is an example of a socially responsible company—Fort Collins, Colorado’s New Belgium
Brewing Co. (NBB). Small companies sometimes make big contributions to surrounding communities
and become leaders as they set social agendas and take initiatives actively addressing community
issues. Such is the case for NBB, which has gone to great lengths to incorporate environmentally
sensitive and energy-saving alternatives into its brewery and the brewing process. For example, it was
the first brewery in America to be completely wind-powered, and its brewery is LEED certified. The
QUESTIONS AND DISCUSSION
1. What environmental issues does the New Belgium Brewing Company work to address? How has
NBB taken a strategic approach to addressing these issues? Why do you think the company has
taken such a strong stance toward sustainability?
This question asks students to reflect on New Belgium Brewing’s strategic efforts to provide
quality products while creating minimal damage to the environment. The discussion should center
on the following environmental topics: sustainability, recycling, reducing energy output, and
reducing emissions through energy saving tactics in the brewing process and even through
Case 5: New Belgium Brewing: Ethical And Environmental Responsibility 91
2. Do you agree that New Belgium’s focus on social responsibility provides a key competitive
advantage for the company? Why or why not?
Students’ answers may vary, but they should support their view with reasoning. Most students will
likely answer yes, to some extent NBB’s focus on social responsibility does give it a competitive
advantage. If nothing else, it helps to differentiate the brand. It also attracts stakeholders who care
3. Some segments of society contend that companies that sell alcoholic beverages and tobacco
products cannot be socially responsible organizations because of the nature of their primary
products. Do you believe that New Belgium’s actions and initiatives are indicative of a socially
responsible corporation? Why or why not do you agree or disagree?
This question challenges students to consider whether a company can ever be truly socially
responsible when its primary product is alcohol—a substance that is addictive and subject to abuse.
There is no “correct” response; the question encourages students to think about all of a company’s
ADDITIONAL RESOURCES