New Belgium Brewing Company (NBB) has strong values of environmental and social responsibility. They provide employees benefits like open-book management, bike commuting, and partial ownership in the company over time. This contributes to high employee satisfaction and quality beer production. NBB was the first wind powered brewery, showing their commitment to renewable energy and the environment. Their target demographic appreciates these values and an active, community-oriented lifestyle. Some in this group are also attracted to the retro appeal and grassroots marketing of Pabst Blue Ribbon. The campaign aims to highlight Fat Tire Amber Ale as providing a simpler freedom and sense of adventure through nostalgia and exploration in nature.