Core77

New Belgium Beer "Ah Shucks" crafty marketing style works for a company that's caught between being too big to be small and being to small to be big. The Follow Your Folly crew are eco-worriers and 'fess up the the fact that their zero waste accomplishments probably won't save a single polar bear. They've decided to take their values on the road, literally, by sponsoring "Tour de Fat" beer-bike festivals that hope convince people to give up their cars for a free bike and put thousands of people on parade to advocate for better living through biking. Greg Owsley, the craft brewery's chief Branding Officer, admits that they're probably a bunch of hippies but offers the following marketing adages: walk before you talk, admit your flaws(being genuine builds credibility), transparency is the new black, go with your soul (and let the authenticity emerge), make ripples (and hope for waves), and it's not all about the sale. Most important, "It's not sustainable if it's not fun."