Before Selling Her Craft Beer Business to a Beverage Giant, She Sold It to Employees



a woman smiling for the camera: Kim Jordan, co-founder of New Belgium Brewing.


© Matt Nager
Kim Jordan, co-founder of New Belgium Brewing.

In 2019, Kim Jordan sold New Belgium Brewing–after spending years distributing equity to every member of her staff.

Editor’s note: The story of New Belgium Brewing’s sale is part of a series on Inc. 5000 companies making a big exit. The other articles in the series describe the exit strategies of two other companies: Home Chef and Nutanix.

  • Humble Beginnings: Jordan co-founded New Belgium Brewing in 1991 with her then-husband, Jeff Lebesch, who ran a homebrew operation out of their Fort Collins, Colorado, kitchen.

  • A Business Role Model: New Belgium, an Inc. 5000 honoree in 2010 (No. 3,482) and 2013 (No. 4,804), began sharing equity with staff in 1996; it became 100 percent employee-owned in 2012 and a certified B Corp in 2013.

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How to Craft the Perfect Startup and New Business Marketing Budget

You’ve finally launched your new business. Congratulations!

Now, it’s time to make people aware of your presence, as well as your products and services. The best way to do this? Strong branding and a custom marketing plan – two crucial components that don’t come cheap.

That’s what this article is all about: crafting a startup marketing budget. We want to talk to you about the costs of promotion, how to project your future finances, and methods for deciding where to spend your advertising dollars.

At this pivotal moment in your startup or new business’s growth, it’s essential that you plan out your marketing spending. You need an effective, well-thought-out strategy to advertise your shiny new products/services to the right customer segment.

Spending too much on initial marketing can break your growing brand – but spending too little can lead to a lack of brand awareness and revenue.

In this piece,

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