New Belgium Invests BIG in Social Media & $1-Million to Launch SHIFT

New Belgium Brewing Co is investing big into their social media efforts.  As the No 3 US brewer, their Facebook fan total out paces their no 1 & No 2 rivals in the US craft beer category.  With over 211,000 fans (138,000-Samuel Adams & 134,000-Sierra Nevada), New Belgium actually says their Facebook fans are responsible for over $50.7 million a year in sales or what they are breaking down to $260 per fan per year.  New Belgium has hired employees they call “Rangers” to update the content on 38 regional Facebook pages covering 28 different states.  To give you some perspective, New Belgium has over 40K fans on each of 38 regional pages, over 400,000 across all of their Facebook pages and a shocking 107,00 JUST for their page dedicated to Fat Tire.

While New Belgium has admitted to spending close to $250,000 on social media, the real shocking figure is that New Belgium plans to spend over $1 Million on the April 1st launch of their new beer “Shift” with close to a fifth of that budget just for social media.

Click HERE to check out the full details from Advertising Age.