This article contributes to the research on Eco-innovations in its exploration of the barriers to such innovations and of the different strategies managers use as they try to make their production and their products greener. The research consists of four case studies of manufacturers of ecological beer: two Swedish breweries and two Belgian breweries. The article examines how breweries, as first movers or fast followers, operate proactively orreactively when a new trend appears and takes hold in the alcohol industry. Based on the study’s findings, a conceptual framework is presented that depicts the barriers and strategies relevant to Eco-innovations. The article concludes with managerial recommendations for how firms involved with Eco-innovations may develop strategies that overcome their barriers.