CASE#6 NEW BELGIUM BREWING. Group#6. Group 6 Members. Ha Phuoc Vu M997Z244. Nguyen Tran Thao Bien M997Z213. Bui Duy Duc M997Z202. Patlada Sae-Ching (Nan) M997Z240. Nuntanut Sae-Ching (Vee) M997Z236. Thai Luong Thu M997Z221. Contents: 1/ Introduction of New Belgium Brewing
NEW BELGIUM BREWING
Ha Phuoc Vu
Nguyen Tran Thao Bien
Bui Duy Duc
Patlada Sae-Ching (Nan)
Nuntanut Sae-Ching (Vee)
Thai Luong Thu
1/ Introduction of New Belgium Brewing
2/ New Belgium’s Marketing Strategy
3/ Developing a Brand Manifesto
4/ Selecting Media
5/ Message Development
New Belgium Brewing Company is a regional brewery located in Fort Collins, Colorado. It was founded in 1991 by the husband and wife team of Jeff Lebesch and Kim Jordan
In 1992, New Belgium Brewing operations move to renovated freight warehouse
In 1995, Company moves into a new $5million brewery
In 1999, Company begins to use wind-generated electricity
In 2004, Distribution is expanded to Southern California
In 2006, it produced approximately 436,000 barrels of its various labels. And in 2008 their beers were distributed to 19 different states.
Marketing approaches for this company focus less on mass media advertising and more on personalized newsletters, local promotions, first-hand salesmanship, and market sampling in retail locations.
With the brand thus defined, New Belgium went in search of an advertising agency to help communicate that brand identity; it soon found Amalgamated- independent New York Advertising agency
Amalgamated created a $10 million advertising campaign for New Belgium that targets high-end beer drinkers, men ages 25 to 44 and highlights the brewery’s image as being down to earth
NBB starting advertising through a mix of radio shorts, television and theatrical screenings. However, television quickly rose as a preferred option
The ads of NBB is truly “Follow Your Folly … Ours Is Beer.”
A beer commercial without the beer? That can't be right.
The ads feature show the man enjoying a scenic ride, The product
appears in just five seconds .
But it helped position the growing brand as whimsical, thoughtful, and reflective..
In addition to the ad campaign, the company maintained its strategy of promotion through event sponsorships
Today, New Belgium Brewing Company offers a variety of permanent and seasonal ales and pilsners. The companys standard line includes Sunshine Wheat, Blue Paddle Pilsner, Abbey Ale, Trippel Ale, 1554 Black Ale, and the original Fat Tire Amber Ale, still the firm’s best- seller.
Some customers even refer to the company as the Fat Tire Brewery.
The brewery also markets two types of specialty beers on a seasonal basis. Seasonal ales include Frambozen and Abbey Grand Cru, which are released at Thanksgiving, and Christmas and Farmhouse Ale, which are sold during the early fall months.
The firm occasionally offers one-time-only brews, such as LaFolie, a wood-aged beer, which are sold only until the batch runs out.