14 Aug New Belgium Brewery (B) (case file attached):Questions1.Rather than use focus gr
New Belgium Brewery (B) (case file attached):Questions1.Rather than use focus groups to test its branding and messaging, New Belgium used insiders in thebike community and brewery friends who had a personal history and knowledge of the brand.Evaluate this decision. Should New Belgium have used the more traditional approach to ensure thewidest possible input to its marketing strategy? Discuss.2.New Belgiumâs focus on sustainability, whimsy, and fun is clearly rooted in its Colorado-basedculture and the ethos of its founders and employees. As New Belgiumâs distribution continues toexpand away from that locale, how can the company make its branding and messaging resonate withconsumers in different parts of the country? Discuss.3.Currently, New Belgium has been much more successful using social media than competitors BostonBrewing Co. and Sierra Nevada. Evaluate how social media has contributed to the firmâs marketingstrategy, and make suggestions for the use of social media in the future.Discuss.4.Check out NBBâs website, its Facebook, and YouTube channel. Having looked these over, what areyour perceptions of New Belgium Brewing? Are your perceptions consistent with what you read inthe case, or different? Discuss
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