New Belgium Brewing (NBB), America’s first wind-powered brewery, aims to make both a better beer and a better society. Founded by husband-and-wife entrepreneurs Jeff Lebesch and Kim Jordan, the company offers European-style beers under intriguing brands such as Fat Tire and Sunshine Wheat. Lebesch hatched the idea for brewing his own beers after sipping local beers while touring Belgium on bicycle. Returning home with a special yeast strain, Lebesch experimented in his basement and came up with a beer he dubbed Fat Tire Amber Ale in honor of his bicycle trip.

1. What do you think Kim Jordan means when she talks about how New Belgium Brewing strives to be a “business role model,” not just a beer maker?
2. Given New Belgium Brewing’s emphasis on social responsibility, what would you suggest the company look at when preparing a social audit?
3. Should businesses charge more for products that are produced using more costly but environmentally friendly methods such as wind power? Should consumers pay more for products that are not produced using environmentally friendly methods because of the potential for costly environmental damage? Explain your answers.