INTRODUCING THE NEWSEST ADDITION TO THE NEW BELGIUM BEER FAMILY

1

Alyssa Oborny, Brittney Denham, Laci Shaw, Pam Gilpatric

Public Relations & Promotions

New Belgium Beer: Bella

When deciding what new product should be put in to the market, we searched our

minds of course by what there is a lack there of. While being in school and different

business classes we decided that it would be best if we came out with a product that

would pertain to our generation, being the Y generation. This generation we have found

is going in the direction of “Green”, this meaning earth friendly. Therefore we have

chosen to put out a product targeted towards women that is appealing in their eyes.

The purpose of our group is to create a new woman’s beer in which is eco

friendly, and also health cautious, made specifically for a woman. New Belgium is the

company we decided to have produce our beer, they watch their greenhouse gas

emissions and reduces this. New Belgium produces their beer in healthy watershed, uses

green building techniques, recycles, and also lives sustainable. To elaborate on how our

company is a green company we will explain what exactly the techniques are. First is the

greenhouse gas emissions reduction, New Belgium took a vote within the company to

become the countries first brewery to become powered by wind energy. Next is healthy

watersheds, water is a key ingredient of beer. Water conservation may be a critical

environmental concern in the western U.S., therefore through recapture and reuse, New

Belgium uses less than four barrels of water to produce one barrel of beer. Another way

the company in green is through a green building, from sun tubes and day lighting

throughout the facility to reusing heat in the brew house, they continue to search out new

2

ways to close loops and conserve resources. Next was recycling which comes in many

forms such as using spent grain into cattle feed, or induction fans that pull in cool winter

air to chill the beer. Last is the process water treatment facility, this allows them to clean

the process water without burdening the municipal system. Through a series of anaerobic,

and aerobic ponds, bacteria feed on the organic waste dramatically decreasing the impact

on the earth.

Our executive summary is New Belgium brewing company in which is the

company we will be going through to release our new product, was founded by an

electrical engineer and a social worker, it only makes sense that New Belgium has always

looked for ways to be energy efficient and socially responsible. Through embracing new

technologies, by seeking out alternative forms of energy, and reducing waste stream.

They strive to make smart business decisions and do well by the environment each and

everyday. They are currently focusing on the following areas of environmental balance,

greenhouse gas emissions, reduction, healthy watersheds, green building, and living

sustainable. Our woman’s beer will also be made in this way just as we described.

The situational analysis, to start with the product or service goes along these lines.

The description of the product is creating a low calorie, earth friendly, and woman’s beer.

Our relative advantages are by creating the new beer through an already recognizable

company and by making the beer earth friendly the generation “Y” or our target market

will be more apt to drink the beer because it will be more socially acceptable. The world

is going through a green period where now people are seeing the effect on which they are

having on the environment. Next the positioning is going quite well because again we are

going through a well known brewing company, New Belgium. Therefore we already have

3

brand recognition, we decided on the name Bella for our new addition to New Belgium’s

line.

Upon beginning research for our New Belgium beer our group decided to market

solely to women but the product can be extended to men consumers. The following

research is geared towards the female community.

The market in which our women’s line up of beer is going to be found in the

following places of local supermarkets, national liquor stores and marts, select gas

stations, and special events (beer gardens, concerts, etc.). This beer is targeted towards

the “head of the household shopper” which is in most cases the woman. Therefore the

beer will be easily accessible in all supermarkets and liquor stores.

The competitive factors of our beer include the typical factors affecting any beer.

These include the limited supply of beer making ingredients. Sometimes the ingredients

can be hard to find in large amounts and being a mass producer of beer, this could slow

down our production process. Another competitive factor may include the time the beer

takes to ferment. Typically a beer only takes a couple weeks to ferment but is a very

precise process. The slightest variations in temperature may cause the beer to spoil which

would also cause a loss of time and money. Another set of competitive factors is the other

companies that have beer targeting the same target audience we are trying to market too.

These companies include Boston Beer, Gambrinus, Sierra Nevada, Zima, Michelob Ultra,

and Anheuser-Busch.

4

New Belgium brews their beer locally in Fort Collins, Colorado by using one of

their two brew houses. Technology is always changing, but as the beer always needs to

be brewed precisely the brewing technology will stay the same. Consistent check ups on

the equipment and brewers watching and taking data everyday should reduce the risk of

any technological factors from affecting the beer making process.

The environmental factors of beer are similar to the environmental factors of alcohol

overall. These include the five following points:

• Acceptance by society

• Availability

• Mass Media, Marketing, and Advertising

• Public Policies and Enforcement

Whether or not your surrounding peers accept the consumption of beer/alcohol is going

to affect if you decide to drink our product or not. This can be based on morals,

environments, and religious beliefs. The availability of beer is going to affect if you are

pushed towards buying it. People that are closer to a liquor store are going to be the

bigger consumer of it. Advertising is the biggest form of communication in our society.

Information is everything and the more information we get out about our product, the

more it is going to be purchased and consumed. Lastly, the morals, values, and rules of

the society around you are going to affect the consumption of our product.

Obviously the legal factors of a beer company are you must be 21 and older to

consume alcohol, this is not to be overlooked. Other important factors also include the

regulatory liquor laws for the state of Colorado:

5

• Spirituous, vinous & malt liquor available in liquor stores only.

• Liquor stores closed on Sundays & Christmas Day.

• Off-premises sales of 3.2% ABW fermented malt beverages allowed on Sundays.

• Liquor, with exception of 3.2% ABW beer, may only be sold at dedicated liquor

stores—which may only operate in one location.

• Hours of operation for liquor businesses are 8 a.m. to 2 a.m. on premises and 8

a.m. to midnight off premises, only on the weekends.

Societal factors, being located in a big college town include the college crowd who

often prefer beer as their choice of drink. This is a huge societal factor that can be used to

our advantage. Seeing as our company is local and small we shouldn’t have any problems

with staffing. However the staff will need to be fully trained with information on the

practices of brewing. They will also have to be older than the age of 21 and experienced.

Anyone else that serves the beer will need to be at least the age of 18 to follow strict

alcohol laws.

External factors that may affect our sales in a positive manner include holidays and

big sporting events. Football season is often a time of increased beer sales and also

holidays such as St. Patty’s and Mardigras.

We came up with a list of questions that need to be answered in the marketplace

during the research period of our marketing plan:

• What are competitors doing in terms of their designs?

• What mediums are most effective for this audience?

• What is the overall feel of New Belgium’s designs advertisements?

• Where will we place the new product?

6

• What kind of PR would be appropriate for this niche in the market?

• What is the message that we want to convey?

The target audience for this new beer under the New Belgium brand consists of

females in both X and Y generation. These women are feminine, outgoing, and they

like to hang out with the guys, go to different bars and clubs, and different big

sporting events. This audience makes up 40 million Americans, and they are in the

age group of 21- 35. These girls like to go out and party, but will not go overboard.

These women are experienced drinkers and have tasted their fair share of beer and

are into the micro brewed beers.

The key objectives for the design of our new beer called Bella, the effective

design for this target audience is comedic and nothing but entertaining and sassy

some what of a cool, calm, and collected vibe. The women we are targeting are

considered “one of the guys” and they like to have a good time, the design will be

similar to that of the male targeted beers, but will have that fun female twist to it.

Our strategies for our new upcoming beer that were adding into the New Belgium

Company that is targeted for women. First we need to advertise in magazines,

billboards, and even online advertisements to promote our new beer. Our tactics will

be to see how much our budget will allow and allot for advertising and think what

advertising strategy will benefit the promotion of the new beer Bella in the New

Belgium Company.

The strategy we based our PR on would be to generate a lot of media attention,

because media coverage establishes you as an expert and gives you credibility that

can be far more valuable than paid advertising.

7

New Belgium is also planning on send out a news release that consist of a page to

two pages to all universal publications letting all companies know about the new

addition to the New Belgium family. We must make strategic alliances and that is

basically an informal agreement that each business refers the media to each other

when appropriate. Some examples of this media would be:

• Newspaper: Rocky Mountain Brews, subscriptions $12/yr.

• Magazine: MicroBrewery Times, subscription $15/yr.

• Newsletter: Beer Travelers, subscription $15/yr.

• Trade Publications: The New Brewer, subscription $55/yr.

• Newspaper: Denver Westword

The promotional strategy we are going to expedite will be to advertise on

billboards in the metro areas of Colorado since the brewing company is located in

Fort Collins. • CBS Outdoor advertising (billboards) – 1-800-247-4238 (locations

Denver, Colorado Springs, Fort Collins, Silverthorne, Frisco) • 5280 Magazine –

Advertsing@5280.com.

The timeline summary for Bella the New Belgium beer consist of:

• Researching the target audiences and get opinions from the consumers on

what kind of beer a women would be interested in example: flavor,

packaging design, carbs an calories, and percent of alcohol.

• Choosing a name that goes well in the well-known company New

Belgium.

• Conducting research of all-important seven factors.

8

• PR, promotions, and publicity strategy to get the beer out there in the

consumers and persuading new consumers.

We are looking forward to our new product to be released and I think with

all the research we have conducted I think it ill definitely come out on top.

Everyone 21years or older go out there and try the latest addition to the New

Belgium family Bella it is one of a kind.

9

Sources

Home of New Belgium Brewery. (n.d.). Retrieved November 12,

2007, from http://www.newbelgium.com/index.php

Doersam, S. (n.d.). Beer Publications. Retrieved December 5,

2007, from

http://www.sallysplace.com/beverages/beer/publications.htm

New Belgium Beer. (2004, March 4). Hoovers. Retrieved

November 7, 2007, from http://www.hoovers.com/free/