NBB’s commitment to producing the best beer could be seen not only in the company’s rigid enforcement of daily test panels in three separate labs on site, but also in the extraordinary decision to produce a collection of proprietary yeast strains in order to make sure that the quality of such an important variable in the brewing of their beer was preserved. In fact, in 2001, the Brewery was voted the “best mid-sized brewery in the U.S.” at the industry’s largest gathering, the Great American Beer Festival – a huge honor among those in the industry, and a source of great pride for those at NBB.
9 Fun AtmosphereWhile the innovative processes and infrastructure received the majority of the attention, it was the people of NBB and how they treated each other that really made NBB’s culture apparent. The company prided itself on maintaining a “fun” atmosphere at work. Besides her role as CEO, Kim also handled duties as the Chairman of Fun. It was not uncommon to hear the tunes of Pink Floyd blaring from the sound system in the bottling room. At other times, the music of choice may have even been “The Wedding March”, during one of the four intra-brewery marriages the Warehouse Manager officiated. Philanthropy and Community ParticipationWhile much of the effort at NBB appeared to focus on the company, the company actually went one step further by reaching out to the various communities they were a part of in order to share their knowledge. Several of NBB’s core values focused on participation in and contribution back to the brewing and business communities, as well as the local community in general. The brewery pledged that $1 per barrel brewed each year would be donated to philanthropic causes, including cultural, social, environmental, and alcohol awareness programs. Commented Jeff of the program, “In 1999, we had $104,000 to contribute to organizations such as The Nature Conservancy, Emily Griffith Center, The Hope Center, and other non-profit organizations.” (Wann, 2002). NBB was also a common sponsor of many local events including bicycle races and musical events. In addition to typical contributions of products and money, the brewery took advantage of the event to set up information booths at these events to present the brewing processes and the environmental practices used at NBB. The purpose of these presentations was always to encourage audiences to take personal environmental steps in their own lives. The New Belgium Guest Relations Team also traveled to various conferences and corporate meetings to make similar presentations in order to demonstrate how the company was bringing its corporate values to a reality. The primary message in these presentations was that any company could demonstrate environmental stewardship by minimizing resource consumption and maximizing energy efficiency and recycling.
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- Spring '11
- Business, The Land, Brewing, New Belgium, NBB, New Belgium Brewing