new belgium brewery - sustainable branding
DESCRIPTION
Presentation on sustainability and branding at New Belgium brewery, including topics like authentic community engagement. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.comTRANSCRIPT
The Story of our Sustainable Branding
Greg OwsleyNew Belgium Brewery
Greg OwsleyBrand AdvoCat
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This is the adage from when we realized just trying to be sustainable wasn’t enough. From a Craft Beer Brand distinction factor, frankly most of our brewing brethren do a good job of being greenish. Wolaver’s Ales have been all organic since the late nineties. Sierra Nevada Brewery, with their solar panels and hydrogen fuel cells, has achieved grid positive production. Nope. If we were going to make our brand stand out, shouting “sustainably produced beers” wasn’t enough. Beers-as-advocates-of-sustainable-living? Now that felt bigger and better and an authentic way to say we’re a brand like no other. If we were going to do the dreaded ”green marketing” it meant an equal measure of marketing green. .
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Tour de Fat collage
