November 27, 2009 | Category: Success Stories | Tags: Small Business Success Stories

One reason many people prefer small businesses is the quality of their product. Small business owners give every aspect of their business that little something extra, a little piece of their soul. It’s this personal touch that keeps people coming back even after the business has gone national, which is why it is so essential for a small business not to lose their soul as they expand.

New Belgium Brewing Co. is one example of a company keeping its soul while undergoing immense growth. Located in Fort Collins, Colorado, this microbrew is not so micro anymore. The flagship ale, Fat Tire Amber Ale, has enjoyed worldwide acclaim, and other niche beers are hitting the market at this very moment. With an estimated 100 million dollars in sales this year, success would be an understatement when it comes to describing this innovative company.

One way that New Belgium has kept its soul is by staying in touch with its roots. The company is located in a relatively small town, and the CEO cycles to work several times a week to keep her finger on the pulse on the town. In the summer, the company sponsors movie festivals where beers can be sampled by locals. The company uses these occasions and others to gather information on the way their customers interact with their product.

New Belgium’s policy of staying in touch has been their secret to success. First, they are in touch with employees, offering them a range of perks from the mundane to the incredible (daily shift beer, anyone?). This has kept the retention rate at an unbelievable 92 percent and reduced the costs of attracting and training talent.

Keeping in touch with customer has been another key to success. New Belgium Brewing Co. currently sponsors a ‘Tour de Fat’, a bicycle tour that promotes the use of a bicycle as transportation. Their facilities use solely wind power as well. These alternative values resonate with the company’s fan base and show that this business is dedicated to doing their part for the planet, which keeps people supporting them.

The company culture prizes hard work, and this is a value that is held from the CEO on down. In fact, the owners had to open the brewery in their basement and work without pay for extended periods before the beer really took off. Once the beer had began to develop a following the couple hit another obstacle. The funding needed to expand was difficult to obtain because they were ahead of the micro-brew movement. Banks were reluctant to give capital to a company that was barely keeping its head above water, but that capital was the necessary step to success.

Now ran by just one of the original owners, New Belgium Brewing Co. has a bright future on the horizon. The company has made the transition from a small business to a large one with the same tenacity and determination that was used to develop the first beer. Their smooth transition and continued emphasis on quality make this brewer a small business success story.