5-3 Case Study: New Belgium Brewing 1

5-3 Case Study: New Belgium Brewing: Ethical & Environmental Responsibility

Tonya Irby – Langley

CSR 610: Business Ethics and Culture

Southern New Hampshire University

January 23, 2016

5-3 Case Study: New Belgium Brewing 2

The objective for this assignment is to illustrate how New Belgium Brewing endeavors

significantly reduces the impact of social and environmental responsibility and how the progress

has been made in the economic, environment and social aspects reflecting on continuing

obligation to generate sustainable growth and shareholder value.

The New Belgium Brewing Company has experienced issues with packaging that has

cause a major issue that potentially will impact the company environmentally. NBB has made

major strides to reduce the amount of CO2 emission, there still an excess of 6.6lbs of emission

for every 6 pack of microbrew beer brand. In addition, there is remains a shortfall of natural

habitat of about 2.5 square meters. The use of amber glass for the packaging of beer has put NBB

in a predicament that questions the ecological facets of the product. The consequence is a

greenhouse effect. New Belgium Brewing Company should consider alternative packing such as

aluminum cans, biodegradable materials that can easily be recycled. While NBB deliberately

conserves water, is a major impact on the water supply. The damaging effect on the water supply

creates an obstruction of the pesticides and fertilizers used to promote barely production.

From a social perspective, NBB strategic approach in managing environmental concerns

must extend on the level to address these trepidations. This organization is progressively

advanced on the usage of high technology and environmental devices. Yet, NSS has shown

interest in utilizing energy saving alternatives factoring the overall business need and minimizing

the adverse effects on the environment. In essence, NBB utilized the green building techniques

to best address these concerns. NBB has put a great emphasis on the environmental issues to

keep the organization socially intact.

Historically, it has been perceived a beer company is not an ideal business for a society,

on the contrary through its social initiatives NBB has established the organization as a socially

responsible entity that promote communities and augment the lives of people through corporate

giving, event sponsorship and philanthropy. Managers and employees become role models for
5-3 Case Study: New Belgium Brewing 3

ethical and socially responsible actions (Ferrell, Fraedrich, & Ferrell, 2011). Before one could

judge NBB’s social and corporate obligations, it must be understood that this responsibility lies

on how the company creates its wealth opposed to how it spends it. On the flip side, many

organizations such as NBB have taken on a more responsible approach as it relates to the social

and environmental aspects. NBB like many organizations are striving to address the social and

environmental problems that impact the communities in which business is conducted while

accepting the philosophies and still remain socially and environmentally responsible.

NBB is an ethical and responsible organization. To further expand efforts, one would

propose that NBB remain proactive attentive and emphatic in all marketing efforts. Potentially,

when NBB focuses on the promotion of sports which in many cases have a draw to children and

youth therefore the focus should be on those who are of legal drinking age, but also geared

towards promoting responsible drinking as an example social and environmental responsibility.

Finally, NBB is making major strides in establishing the operational principles necessary

for sustainable manufacturing.

5-3 Case Study: New Belgium Brewing 4

References:

Ferrell, O.C., et al. (2011). Business Ethics: Ethical Decision Making and Cases. Mason,

OH: South-Western Cengage Learning.