The idea for New Belgium Brewing Company (NBB) began with a bicycling trip through Belgium, where some of the world's finest ales have been brewed for centuries. As Jeff Lebesch, a U.S. electrical engineer, cruised around the country on a fattired mountain bike, he wondered if he could produce such high-quality ales in his home state of Colorado. After returning home, Lebesch began to experiment in his Fort Collins basement. When his home-brewed experiments earned rave reviews from friends, Lebesch and his wife, Kim Jordan, decided to open the New Belgium Brewing Company in 1991. They named their first brew Fat Tire Amber Ale in honor of Lebesch's Belgian biking adventure.

1. How does New Belgium Brewing Company's social responsibility initiatives help to build its brand?
2. Describe New Belgium's branding policy. How does it use packaging to further its brand image?
3. Assess New Belgium's brand equity.