New Belgium's underlying assumption in their video narratives is that brewing can and should be conducted in an environmentally responsible way, aligning quality beer with sustainable practices and social responsibility. This core idea is repeatedly framed as integral to their brand identity and operations, suggesting that environmental stewardship is not just a nice-to-have but a fundamental business and cultural principle driving decisions across the company.

Key example highlights and implications:

• Environmental stewardship as a core value: The videos and case materials often present sustainability as inseparable from product quality and company culture, indicating the belief that responsible brewing practices underpin long-term success.

• Employee ownership and purpose: The narrative around New Belgium emphasizes ownership structure and a shared sense of purpose, linking sustainable practices to employee engagement and company resilience. This reflects the assumption that a motivated workforce will sustain environmentally friendly operations.

• Infrastructure and process choices: The case materials describe energy-efficient physical design and processes, such as efficient building features and brewing controls, reinforcing the idea that technology and facilities should minimize environmental impact.

• Market and community alignment: By prioritizing sustainability, New Belgium positions itself as a socially responsible brand that appeals to consumers who value environmental stewardship, which in turn supports product differentiation and community trust.

If you’d like, I can pull more precise quotes or summarize specific video segments that illustrate this underlying assumption, or compare how different sources portray this theme.