In 1991 electrical engineer Jeff Lebesch and Kim Jordan began making Belgian-style ales in their basement. The impetus for the brewery occurred after Lebesch had spent time in Belgium riding throughout the country on his mountain bike. He believed he could manufacture high-quality Belgian beers in America. After spending time in the Colorado Rockies deciding the values and direction of their new company, the two launched New Belgium Brewing (NBB), with Kim Jordan as marketing director. The company’s first beer was named Fat Tire in honor of Lebesch’s Belgian mountain biking trek. Fat Tire remains one of NBB’s most popular ales.

NBB has come far from its humble basement origins. Today, the Fort Collins–based brewery is the fourth-largest craft brewer in the country with products available in all 50 states, as well as Canada, Sweden, Norway, South Korea, Japan, and Australia. Kim Jordan was one of the few female CEOs of a large beer firm before she stepped down from the role in 2015. “This entrepreneurial thing sneaks up on you,” Jordan states. “And even after 20 years, I still have those pinch me moments where I think, wow, this is what we’ve created here together.” While total beer sales remain flat, craft beer sales are growing. Today craft  beers constitute 12.3 percent of the total beer market in the United States. 

Questions for Discussion

1. How has New Belgium’s focus on employees, community, and the environment impacted the company

2. What has Kim Jordan done to create success at New Belgium

3. How does New Belgium’s focus on sustainability as a core value contribute to its corporate culture and success?