Since it was founded in 1991, New Belgium Brewing has put environmental stewardship at the core of its business. Now, as the science around climate change has clarified the actions that businesses can and must take, the Colorado-based brewery is making further improvements to reduce its impact at all levels—including making its water-saving procedures open source for industry peers and aligning its brand identity with lobbying efforts. In this fireside chat, New Belgium Brewing's CMO, Shaun Belongie, will share what a purpose-driven rebrand for its flagship beer looks like in 2023.