Craft beer Research Papers - Academia.edu (original) (raw)

We would like to invite you to submit a chapter proposal to Elsevier’s new series on Consumer Science and Strategic Marketing (Series Editors: Alessio Cavicchi and Cristina Santini). Publisher: Elsevier. The book is entitled 'Case... more

We would like to invite you to submit a chapter proposal to Elsevier’s new series on Consumer Science and Strategic Marketing (Series Editors: Alessio Cavicchi and Cristina Santini).
Publisher: Elsevier.
The book is entitled 'Case Studies in the Beer Sector: A Volume in the Consumer Science and Strategic Marketing Series'. Interested contributors can submit a 750-word proposal abstract summarizing the case study focus, background and intended contribution by 31st August 2018. All proposals should be sent by e-mail to roberta.capitello@univr.it and natalia.mehle@hvl.no. Final chapter length: 4,000-5,000 words maximum. The submitted chapters will be reviewed through a double-blind review process. The book aims to investigate contemporary managerial and marketing dynamics in the beer sector around the world. Beer is the most consumed alcoholic beverage in the world. However, recent market reports demonstrate the overall decrease in the alcoholic beverage consumption, and this trend is negatively affecting the beer industry. On the other hand, changes in consumers' eating and drinking habits and contemporary consumption styles open up new market opportunities for breweries. The global beer sector is characterised by the presence of key multinational players with large market shares in terms of volume and value. However, mass production and supply standardisation are no longer sufficient to ensure a favourable market position and profitability. Craft beer is gaining popularity, and micro-breweries have lately eroded market shares of large industrial players. Beer drinkers are increasingly interested in unconventional tastes and flavours, and seek new consumption situations and experiences. The combination of traditional and innovative traits in craft brewing attracts new customers. Several recent trends have particular strategic relevance for the beer sector and require further investigation. First, large industrial breweries react to the consumers' interest for craft beer by engaging in the so-called craftwashing strategies, i.e. adding craft-like brands in their product portfolio or acquiring craft breweries. Consumers often find it difficult to distinguish craft-like brands from authentic craft brands, and therefore big breweries can take advantage of the increasing space that retailers are offering on their shelves to new beer categories. Another noteworthy trend in the beer sector is the increasing link between beer and tourism. Local food and beer pairing, beer tours and trails, and beer festivals generate new opportunities and challenges for craft breweries. Few studies have examined the 'beer tourists', their perceptions and expectations. Finally, we observe a growing focus on sustainability in the beer sector. Within the series " Consumer Science and Strategic Marketing " , the book will explore the relevance of consumer science and its use as a tool for marketing strategies in the beer sector for both multinational players and small craft breweries all over the world. Despite growing research interest to the beer sector, there is still a need for analysis of the new consumption trends and their implications for management and marketing strategies, especially for craft breweries.

A short article on my research on Cape Town's craft beer industry. It argues that craft beer is a new expression of social distinction acting through the desire of high-end consumers (who seek out individuation through alternative lines... more

A short article on my research on Cape Town's craft beer industry. It argues that craft beer is a new expression of social distinction acting through the desire of high-end consumers (who seek out individuation through alternative lines of consumption) to buy the more discerned products of human labor - such as handmade things, more personal and exclusive articles; i.e. CRAFT beer.

In this chapter we look at the craft beer movement in New England. Like many other places in the United States, craft beer in New England is burgeoning. But perhaps unique to New England is the way in which brewers and brewery owners are... more

In this chapter we look at the craft beer movement in New England. Like many other places in the United States, craft beer in New England is burgeoning. But perhaps unique to New England is the way in which brewers and brewery owners are framing the movement. In our interviews with craft brewers, respondents spoke of the relationship between beer, place, and ethics. Over our research it became apparent that making beer in New England evoked a return to a pastoral landscape and the early cottage industry of " Yankee material production. " Likewise, respondents saw their production of beer as part of an ethical process that created "networked ecologies" of consumption and production. Furthermore, they framed what they do not as a form of resistance against the dominance of corporate beer producers, but as a concerted effort to educate or help transition mainstream beer drinkers to the world of craft beer.

A new seal began to appear on bottles and cans of American craft beer in 2017. It both certifies that the beer came from one of the nation's independently owned and small-scale breweries and signals that these upstarts are fighting back... more

A new seal began to appear on bottles and cans of American craft beer in 2017. It both certifies that the beer came from one of the nation's independently owned and small-scale breweries and signals that these upstarts are fighting back against the corporations trying to co-opt their authenticity and craftiness.

Brewing has been an important part of Wisconsin’s culture and economy since the first settlers arrived in the early 1800s. Like much of the country, Wisconsin brewers experienced a spatial shift in accordance with the industry’s... more

Brewing has been an important part of Wisconsin’s culture and economy since the first settlers arrived in the early 1800s. Like much of the country, Wisconsin brewers experienced a spatial shift in accordance with the industry’s technology. Starting with many brewers each serving local markets, developments in beer preservation, packaging and transport allowed certain Wisconsin brewers to seize opportunities for expanded market areas. The enlarged economies of scale achieved by these larger brewers provided a competitive advantage that slowly put smaller operations out of business. By the mid-20th Century, brewing had largely become a national enterprise with fewer local or regional players. Though its market share remained limited, the craft brewing movement represented a reversal of this trend, both nationally and in Wisconsin. Like the early brewers who had settled the state, these new Wisconsin breweries were focused on achieving an economy of scale by developing a local market of consumers.

O mercado brasileiro de cervejas artesanais começou a tomar corpo ao longo dos últimos 15 anos. Segundo dados da Escola Superior de Cerveja e Malte, de Blumenau, em 2002 havia no Brasil seis microcervejarias, quatro cervejarias de porte... more

O mercado brasileiro de cervejas artesanais começou a tomar corpo ao longo dos últimos 15 anos. Segundo dados da Escola Superior de Cerveja e Malte, de Blumenau, em 2002 havia no Brasil seis microcervejarias, quatro cervejarias de porte médio e seis de grande porte. Com fu- sões e aquisições, o número de grandes caiu para quatro em 2016, enquanto no mesmo período a quantidade de cervejarias de porte médio triplicou. No mesmo ano, registrava-se nada menos que 522 microcervejarias espalhadas pelo país.
Santa Catarina foi um dos protagonistas no desenvolvimento deste segmento. Empreen- dimentos pioneiros como a Eisenbahn (Blumenau, 2002), a Bierland (Blumenau, 2003) e a Bier- baum (Treze Tílias, 2004) foram fundados em solo catarinense, assim como a primeira associa- ção de microcervejeiros do país, a Acasc1, em 2008. Hoje, o estado sedia o maior festival nacional da cerveja em Blumenau, que em 2016 conquistou o título o cial de Capital Brasileira da Cerveja. Dados recentes da própria Acasc revelam que o setor segue em expansão no Estado: o número de marcas triplicou entre 2013 e 2016 e, em 2017, as fábricas em conjunto ultrapassaram pela primeira vez a marca de 1 milhão de litros produzidos por mês2.
Este trabalho de conclusão do Curso de Sommelier de Cerveja do Instituto Science of Beer tem como objetivo estudar e analisar quatro estilos de cerveja escolhidos através de uma triagem que utilizou como referência premiações das três edições mais recentes (2015, 2016 e 2017) do Concurso Brasileiro de Cervejas, que ocorre junto ao Festival Brasileiro da Cerveja, em Blume- nau. Analisando os resultados foi possível selecionar quatro estilos que tiveram ao menos duas cervejarias catarinenses contempladas com medalhas: American Pale Ale, Imperial/Double IPA, Vienna Lager e Belgian Golden Strong Ale.
Para encerrar, um quinto tipo de cerveja será estudado e avaliado. Idealizado por cerve- jeiros artesanais catarinenses em 2016, o Catharina Sour surgiu sem pretensão de se tornar um estilo, mas vem ganhando cada vez mais notoriedade. Na edição 2017 do Concurso Brasileiro de Cervejas, três rótulos intitulados Catharina Sour obtiveram medalhas inscritas em estilos como Berliner Weisse (Passionfruit, da Cerveja Blumenau, prata), Brazilian Beer com Frutas (Jabuti- caba, da Lohn Bier, bronze) e American-Style Fruit Beer (Pink and Sour, da Armada Cervejeira, bronze). Dos três, o rótulo da Lohn Bier é o único disponível no mercado em garrafa, e será ana- lisado junto com outros exemplares do, quem sabe um dia, primeiro estilo brasileiro de cerveja.
As diretrizes de estilo para cerveja do Beer Judge Certi cation Program (BJCP) de 2008 e 2015 foram usados como principal referência para a descrição sensorial das cervejas objetos deste trabalho. As traduções de 2015 foram elaboradas livremente pelo próprio autor.

The recent rapid growth of “craft beer” has led to a search for definitions and categorisation of that sector with “beer style” used as one criterion. This thesis explores the origins of these style definitions and how they act as a... more

The recent rapid growth of “craft beer” has led to a search for definitions and categorisation of that sector with “beer style” used as one criterion. This thesis explores the origins of these style definitions and how they act as a technology of classification which affects how sensory judgments are formed and expressed in practice, and how judges are examined and certified. The investigation draws on actor-network theory and ethnomethodology to trace how taste descriptions are assembled and translated into test items in an online exam. The material orderings and classification practices which assemble competition judging are then explored ethnographically by following the trajectory of a beer through these situated actions. The magnification is increased through developing original methods utilising digital pens, and draws on principles from conversation analysis to explore the sequential and categorial aspects of judging talk and its co-ordination with writing and form-filling. Finally, auto-ethnographic and material-semiotic explorations are used to explore how a blind beer tasting exam is assembled, and the models of learning and assessment it enacts. The historical construction of the contemporary language of sensory assessment supports the construction of the style guides. Once assembled into an information infrastructure the style guide is extended to act in multiple different ways: its propositions are translated into testable facts with multiple choices, it functions as a technology of material ordering and coordination, as a regulatory technology placing limits on how taste judgements can and cannot be expressed or recorded, and as a re-enactment and materialisation of individual cognitivist models of assessment. Through exploring the ways a classification system is assembled, translated and made authoritative this thesis extends the conceptualisation of what is considered a technology in technology enhanced learning, and extends the dialogue between that disciplinary field and scholarship in science and technology studies.

In order for consumers to emotionally connect with brands, brands must be transformed from inanimate entities into the realm of acquiring human characteristics. Following a review of more than 1000 breweries from online sources and beer... more

In order for consumers to emotionally connect with brands, brands must be transformed from inanimate entities into the realm of acquiring human characteristics. Following a review of more than 1000 breweries from online sources and beer companion books, we explore how a sense of place, derived from myths, folklores and heroes, enables marketers and consumers to co-create narratives that humanise brands. We add to the theory on brand humanisation as we conclude that a sense of place offers a novel, and different, approach to humanisation strategies based on anthromorphisation, personification and user imagery, but can also operate in tandem with them. Further research is recommended to understand how and why consumers respond to branding strategies that use a sense of place to humanise brands.

Business Idea for MBA thesis

A Revolução da Cerveja Artesanal ocorreu em 1980, quando alguns fabricantes buscaram resgatar a qualidade perdida na produção de cerveja pelas grandes indústrias, que fabricavam uma bebida fraca e com poucos sabores para atender um maior... more

A Revolução da Cerveja Artesanal ocorreu em 1980, quando alguns fabricantes buscaram resgatar a qualidade perdida na produção de cerveja pelas grandes indústrias, que fabricavam uma bebida fraca e com poucos sabores para atender um maior número de consumidores. Fartos dos produtos massificados, procuraram recuperar os valores da bebida milenar, suas tradições, aromas e sabores. O movimento se propagou pelo mundo e atualmente o Brasil conta com cerca de 200 pequenas cervejarias artesanais, que usam apenas ingredientes naturais em suas receitas, sem qualquer tipo de aditivo químico. O estudo foi pautado no método dedutivo, com pesquisas bibliográficas e observações. O objetivo foi o de compreender a importância da cerveja artesanal no âmbito mundial e local, a proposta de implantação de uma cervejaria no município de Campo Grande, MS, para fornecer, além do produto final, o enriquecimento cultural e educacional

Beer has long been thought of as a man's drink. Growing up in the 1980s, I recall a Budweiser ad featuring three "Bud girls" lying on a towel, with "Budweiser: King of Beers" spelled out across the torsos of their swimsuits. e message was... more

Beer has long been thought of as a man's drink. Growing up in the 1980s, I recall a Budweiser ad featuring three "Bud girls" lying on a towel, with "Budweiser: King of Beers" spelled out across the torsos of their swimsuits. e message was clear: girls were decoration and beer was for the guys. The stats are slowly changing, but beer drinkers remain predominantly male, and beer branding-both craft and corporate-often embodies "masculine" values. In other words, the modern beer industry has forgotten the vital importance of women in brewing.

According to recent industry reports, sales of craft beer have doubled over the last six years, and are set to triple by 2017 (Klonoski 2013). In addition to increasing popularity, there have been significant changes in the consumption... more

According to recent industry reports, sales of craft beer have doubled over the last six years, and are set to triple by 2017 (Klonoski 2013). In addition to increasing popularity, there have been significant changes in the consumption patterns of craft beer. While beer has maintained a position as the most popular alcoholic beverage among men age 21-34, a recent Gallup poll (2012) indicates that craft beer has surpassed wine as the most popular beverage for women of the same age group (Klonoski 2013). In light of this trend, there has been little research done to explore gender dynamics in craft beer consumption and the craft beer industry. This paper seeks to understand the increasing popularity of craft beer among women by: 1) exploring beer as a gendered object, 2) illuminating the experiences of women in the craft beer culture and industry, and 3) examining how gender is done, redone, and undone in craft beer spaces. Drawing from a discursive content analysis of an online beer community, we seek to consider the gendered nature of beer and how gender is both reconfigured and upheld, allowing for the possibility for new consumption patterns.

Since 2011 on the beer market in Poland we have been observing an interesting trend noticeable earlier in the world, especially in Western Europe and the United States. This tendency manifests itself in the increase in the number and... more

Since 2011 on the beer market in Poland we have been observing an interesting trend noticeable earlier in the world, especially in Western Europe and the United States. This tendency manifests itself in the
increase in the number and amount of production of the microbreweries industry – craft breweries, brewpubs, collaboration breweries. Their origin should not be connected with quantitative leap in the form of
market growth in beer sales, but with an increase of product quality. The main aim of this work is to present the development of the brewing industry in Poland in the years 2011–2016 with a particular emphasis on the phenomenon of the so-called the craft beer revolution. That means a growth in the market of craft beers, including expanding the product portfolio with new styles of beers so far not produced in Poland on a massive scale. In the present paper, particular attention was paid to the spatial distribution, intensity and dynamics of the phenomenon in Poland’s regions. The authors attempted to define basic terms that are new to Polish science, which were adapted from the English beer industry. Moreover, the authors present the origins, causes, and effects of the phenomenon of “the craft beer revolution”. At the same time, the impact of the phenomenon on the socio-economic development in Poland was estimated. This included the multiplier effects. In the first
part, the beer market in Poland in 2011–2016 was characterised (main potentates, production and consumption of beer). The second part focuses on small and medium-sized breweries (up to 200,000 hl of production per year). The topic of the article has not been researched from the point of view of geography in Poland yet.

Since 2011, when the Pinta Brewery brewed the first AIPA-style beer in Poland, dynamic growth of the craft beer market has been observed. While there were 70 breweries in 2010, in 2019 there were already about 420, most of them small. The... more

Since 2011, when the Pinta Brewery brewed the first AIPA-style beer in Poland, dynamic growth of the craft beer market has been observed. While there were 70 breweries in 2010, in 2019 there were already about 420, most of them small. The number of new beers on the market also increased rapidly each year in the analysed period, from around 80 in 2013 to about 2,500 in 2019. Similar changes were noted in other countries, including the USA, where it was accepted to call this phenomenon 'the craft beer revolution'. The aim of this paper is to indicate the reasons for the emergence and development of this process, using Poland as a case study. Based on statistical data and content analyses, as well as studying the modern history of the beer market, the distribution of craft beer pubs and the names of craft breweries, this work provides evidence that the proliferation of microbreweries in Poland can be confirmed by concepts such as a resource-partitioning model, neolocalism, path dependence, and the diffusion of innovations.

Since the 1970s, the craft brewing industry has grown in popularity. However, with the introduction of the Internet and the consequent globalization of cultures and economies, craft beer marketing has increasingly evoked the medieval past... more

Since the 1970s, the craft brewing industry has grown in popularity. However, with the introduction of the Internet and the consequent globalization of cultures and economies, craft beer marketing has increasingly evoked the medieval past in order to appeal to our collective sense of a lost community, and even a lost purity. This book discusses the desire for the local, the non-corporate, and the pre-modern in the discourse of craft brewing, which has become a form of ideological resistance to corporate capitalism, forming a strong counter-cultural narrative. However, such discourses also reinforce colonial histories of purity and conquest while effacing indigenous voices, and there are troubling intersections between the desire for a medieval past and the desire to preserve the imaginary ŸwhitenessŒ of that past. Such considerations are particularly relevant now, during a time in which white nationalist groups (many of which turn to a medieval past for inspiration) are increasing in influence and visibility. Moving from beer in the Middle Ages to beer in 2019, this book deploys analysis of literary and historical texts, advertisements, labels, and interviews with craft brewers and writers to argue that craft beer is much more than a delicious drink and a social connector; its marketing, its appeal, and its ubiquitous presence in middle class North America reveals a powerful cultural desire for the past in a world that privileges the present.

This paper quantitatively measures the relationship between retail change and residential gentrification by examining the connection between gentrification and the opening of craft breweries in Portland, Oregon. Our findings indicate... more

This paper quantitatively measures the relationship between retail change and residential gentrification by examining the connection between gentrification and the opening of craft breweries in Portland, Oregon. Our findings indicate that: 1) craft breweries were slightly more likely to open in gentrified/gentrifying neighborhoods than not and, 2) with the exception of the 1990s, breweries in gentrifying neighborhoods most often opened followed the onset of neighbourhood upgrading. During the 1990s, we find that breweries were at the leading edge of gentrification, representing the type of economic and cultural changes in the commercial landscape that make a neighbourhood attractive to middle-class gentrifiers. Breweries opening during the 1980s, 2000s, and 2010-2015 periods were more likely to follow gentrification or to open in stable or upgrading neighbourhoods. Considering these results, we caution that while craft breweries may retain local industrial jobs and revitalize commercial districts, they may also solidify on-going patterns of gentrification.

Od 2011 roku na rynku piwa w Polsce zauważalne są zmiany będące odzwierciedleniem trendów obserwowanych na świecie, zwłaszcza w Europie Zachodniej i Stanach Zjednoczonych, które polegają na wzroście liczby i produkcji, a tym samym... more

Od 2011 roku na rynku piwa w Polsce zauważalne są zmiany będące odzwierciedleniem trendów
obserwowanych na świecie, zwłaszcza w Europie Zachodniej i Stanach Zjednoczonych, które polegają
na wzroście liczby i produkcji, a tym samym znaczenia w przemyśle piwowarskim, mikrobrowarów – browarów
rzemieślniczych, restauracyjnych, kontraktowych. Ich powstanie należy wiązać bezpośrednio nie tyle
ze skokiem ilościowym w postaci wzrostu rynku sprzedaży piwa, co ze wzrostem jakościowym. Głównym
celem pracy jest przedstawienie rozwoju przemysłu piwowarskiego w Polsce w latach 2011–2016, ze szczególnym
uwzględnieniem zjawiska tzw. piwnej rewolucji, czyli wzrostu udziału w rynku tzw. piw rzemieślniczych,
w tym rozszerzenia oferty produktowej browarów o nowe style piw dotychczas nieprodukowanych
w Polsce na skalę masową. W pracy szczególną uwagę zwrócono na rozkład przestrzenny i tempo zmian
zjawiska w podziale na województwa. Podjęto próbę definicji podstawowych, nowych pojęć dotyczących
przemysłu piwowarskiego. Przedstawiono genezę, przyczyny i efekty zjawiska oraz samą istotę i przebieg
tzw. piwnej rewolucji. Oszacowano jednocześnie jego wpływ na rozwój społeczno-gospodarczy kraju, w tym
przede wszystkim efekty mnożnikowe. W pierwszej części scharakteryzowano rynek piwa w Polsce w latach
2011–2016 (potentaci, produkcja i spożycie piwa), w drugiej natomiast skupiono się na działalności małych
i średnich browarów (do 200 tys. hektolitrów produkcji rocznie). Przedstawiona tematyka pracy nie była
dotychczas poruszana z punktu widzenia geografii przemysłu, a szczegółowe przestrzenne badania rynku
piwa w Polsce odnosiły się jedynie do produkcji największych koncernów piwowarskich w Polsce. Artykuł
nawiązuje do kierunku badań geografii piwa (ang. geography of beer), która ma wieloletnie tradycje również
na polskim polu badawczym.

Alcohol measurements in beverages; beer, wine, spirits, ciders and Kombuchas etcetera have been done for many years. Methods can be done quite simply but, for accurate and official purposes, these measurements must often be done using... more

Alcohol measurements in beverages; beer, wine, spirits, ciders and Kombuchas etcetera have been done for many years. Methods can be done quite simply but, for accurate and official purposes, these measurements must often be done using sophisticated instruments such as digital density meters, enzymatic assays and spectroscopy or by chromatographic and spectroscopic techniques; gas chromatography alone or coupled to mass spectrometers, high performance liquid chromatography or nuclear magnetic resonance and infrared spectroscopic techniques. The properties of ethanol are described followed by a brief account of several key measurement programs for its accurate, reliable and precise measurement in alcoholic beverages.

Scholars of medieval studies are generally aware of the legacy of Bruges, former stronghold of the Dukes of Burgundy, as a beacon of culture and a town notable not merely in Flanders, but also in late medieval Europe. Then, religion and... more

Scholars of medieval studies are generally aware of the legacy of Bruges, former stronghold of the Dukes of Burgundy, as a beacon of culture and a town notable not merely in Flanders, but also in late medieval Europe. Then, religion and piety were ubiquitous in public and private life, while devotion and beauty stemming from worldly wealth, were all but contradictory values.
One such wealthy family, prominent in Bruges, were the Lords of Gruuthuse, having acquired the monopoly to levy taxes on “gruut” (EN: gruit), an old-fashioned herbal mixture used as a flavouring agent for beer in place of hops. Their wealth allowed them to transform the Gruuthuse storage facility into a luxury city palace, still standing as a museum.
In 1472, Lodewijk van Gruuthuse (aka Louis de Bruges), earl of Winchester and knight of the Golden Fleece, a devout catholic, treated himself and his family to a private oratory, with a window into the presbytery of the adjoining Church of Our Lady, home to the mausoleum-like tombs of Duke Charles the Bold and his daughter Mary of Burgundy.
With a view to the chapel’s mandatory restoration, the Friends of the Bruges City Museums mounted a crowdfunding project in 2016 involving one of the local craft brewers in producing and marketing a Prestige limited edition, gruit-based beer brand, suitably called “Lodewijk van Gruuthuse”, thus – in a contemporary whim of romantic medievalism – temporarily (?) closing the circle since the medieval symbiosis between the Lords of Gruuthuse and craft beer manufacturing.

In this chapter, Jones provides an overview of how sustainability is conceptualized and practiced in the US craft brewing industry. Drawing on interviews with the sustainability coordinators from widely-recognized " green " craft... more

In this chapter, Jones provides an overview of how sustainability is conceptualized and practiced in the US craft brewing industry. Drawing on interviews with the sustainability coordinators from widely-recognized " green " craft breweries, Jones paints a picture of companies that consistently practice sustainable behaviors but who are reluctant to communicate their environmental accomplishments to the broader public. While five major factors contribute to this unusual behavior, the complicated relationship between craft brewers and the dominant US beer producers plays a substantial role. The chapter concludes by noting that the increasingly popular adoption and practice of corporate sustainability (CS) by craft brewers, may inadvertently result in a McDonaldization of the more traditional notion of corporate social responsibility (CSR) as the dominant model for pursuing business ethics.

Using observational research, field experiment, and consumer survey, perceptions and behaviors of beer consumers are measured, comparing craft beer consumers to mass market beer consumers. Findings indicate that craft beer consumers tend... more

Using observational research, field experiment, and consumer survey, perceptions and behaviors of beer consumers are measured, comparing craft beer consumers to mass market beer consumers. Findings indicate that craft beer consumers tend to value the experience of both consuming and shopping for beer whereas mass market beer consumers take more of a utility perspective. Furthermore, there is evidence that the use of retail displays may have different effects for each product category.

We present an exploratory analysis of historical narratives and data covering 200 years of beer brewing in the Canadian province of Ontario. These data are used to illuminate the process of collective identity emergence in established... more

We present an exploratory analysis of historical narratives and data covering 200 years of beer brewing in the Canadian province of Ontario. These data are used to illuminate the process of collective identity emergence in established organisational fields. We argue that established fields are typically littered with identity remnants from ancestral organisations and related institutional configurations that can facilitate the successful emergence of new collective identities. In our analysis we first show how multiple identity elements fell by the wayside as the beer brewing field matured and settled on a corporate path. We go on to detail how some of these identity elements were subsequently recovered during the recent decades which marked the successful emergence and proliferation of craft beer brewing. Our study has implications for research on collective identity and organisational legacy, and we stress the importance of taking a historical lens for understanding present day phenomena.

This paper analyses the role of craft beer in developing gastroscapes that are attractive to both residents and visitors. Some of these gastroscapes have emerged in a grassroots fashion, linking embedded food producers and discerning... more

This paper analyses the role of craft beer in developing gastroscapes that are attractive to both residents and visitors. Some of these gastroscapes have emerged in a grassroots fashion, linking embedded food producers and discerning foodies, often in rural regions such as Tuscany or the Basque Country. Increasingly, however, new gastroscapes are emerging as a result of changing lifestyles and location patterns. As Savela (2016) notes, for example, Finnish food culture is rural, not urban, and yet Helsinki has managed to position itself as a gastroscape, based on imported food cultures based on growing urban diversity and globalized urban lifestyles.

En la actualidad, cuando se degusta una cerveza, es común que la mayoría de las personas crean que ésta fue creada en Europa; ya que desde la época del “Imperio Carolingio” (768-843) monjes cristianos, pertenecientes a múltiples ordenes... more

En la actualidad, cuando se degusta una cerveza, es común que la mayoría de las personas crean que ésta fue creada en Europa; ya que desde la época del “Imperio Carolingio” (768-843) monjes cristianos, pertenecientes a múltiples ordenes religiosas, se esforzaron por construir y mantener monasterios que fungieron como centros de elaboración y distribución de esta nutricia bebida. Inclusive, algunos de ellos se convirtieron en santos patronos de esta actividad como: San Arnulfo de Metz (c. 582-640) y San Arnoldo de Oudenburg (c. 1040-1087); quienes probablemente quedarían estupefactos si se enterasen que durante el siglo XXI, de acuerdo a los datos recabados por la cervecera japonesa Kirin Brewery Company Limited, en el año 2016 se estimó un consumo a nivel global de 186.89 millones de kilolitros del fermentado líquido. Este refrescante brebaje probablemente se “descubrió” por los pueblos neolíticos del medio oriente entre los años 10,000 y 6000 a.C. y en el caso del antiguo país del Nilo, en donde se le denominó: ḥ(n)ḳt (heneqet), fue parte esencial de la dieta de todos los estratos y sectores sociales. En este sentido, cabe preguntarse: ¿desde cuándo y cómo fue que se logró cubrir la demanda, durante varios milenios, de esta nutritiva bebida?, ¿qué tipo de información se puede obtener a partir del estudio de los artefactos y las representaciones que muestran su elaboración? y ¿se pueden conocer las recetas y modo de preparación de la antigua cerveza egipcia? Con el objetivo de responder a estas cuestiones, en este artículo -que constituye la segunda parte y conclusión al texto que se presentó en el número anterior de esta publicación- analizo, de manera general, algunos de los más representativos relieves y maquetas de cervecerías del antiguo Egipto así como algunas fuentes históricas; con el fin de conocer el status quæstionis necesario para poder recrear un tipo de cerveza del Egipto faraónico, bajo la perspectiva de la llamada “arqueología experimental”.

This paper explores the business models adopted by craft breweries in the state of Victoria, Australia. The brewing industry is undergoing dramatic changes in many countries, with increasing numbers of craft breweries challenging the... more

This paper explores the business models adopted by craft breweries in the state of Victoria, Australia. The brewing industry is undergoing dramatic changes in many countries, with increasing numbers of craft breweries challenging the traditional duo- or oligopolies of major corporations in niche markets. So far, little research has addressed the craft beer industry and this paper is one of the first to actually focus on the breweries and their owners. The underlying assumption in this study is that craft beer entrepreneurs are driven by some form of entrepreneurial passion. Building upon the foundation of a typology of entrepreneurial role identities related to passion, this paper investigates how different objects of passion influence the business models that craft brewers choose to operate. The paper reports initial results from an on- going research project.

(1) Background: Big brewers, which have experienced declining sales for their beer brands in the last decade, have been accused of " craftwashing " by some craft brewers and their aficionados—they define craftwashing as big brewers (>6... more

(1) Background: Big brewers, which have experienced declining sales for their beer brands in the last decade, have been accused of " craftwashing " by some craft brewers and their aficionados—they define craftwashing as big brewers (>6 million barrels per year) taking advantage of the increasing sales of craft beer by emulating these products or by acquiring craft breweries, while also obscuring their ownership from consumers; (2) Methods: To estimate the prevalence of these practices, the ownership of U.S. mainstream and craft beer brands was decoded and visualized. In addition, an exploratory case study analyzed how these ownership relations are represented in the craft sections of selected retailers (n = 16) in the Lansing, Michigan metropolitan area; (3) Results: By October 2017 in the U.S., all but one big brewer had either acquired a craft brewery, or formed a distribution alliance with one—without disclosing these relationships on the packaging. In the study area, 30% of 4-and 6-pack facings recorded in craft beer sections (n = 1145) had ownership ties to big brewers; (4) Conclusions: Craftwashing is common in the U.S. beer industry, and this suggests consumers must exert substantial effort to become aware of their own role in reinforcing these practices.

Food choices tend to be stable over time; they do not change fast, since consumers tend to act like creatures of habits. However, food habits can evolve, like currently the craft beer category. A change of habits involves a change of... more

Food choices tend to be stable over time; they do not change fast, since consumers tend to act like creatures of habits. However, food habits can evolve, like currently the craft beer category. A change of habits involves a change of perception towards a product. Therefore, what is changing in the perception of beer? Two studies were conducted to address this question. First study was preliminary and aimed at exploring beer consumption habits in Mexico and a better understanding of craft beer representation among beer users. A questionnaire was administrated to 207 consumers in Mexico City during a beer festival. Results showed that respondents could be classified in: industrial beer (41.1%), occasional industrial (24.1%), and craft beer (34.8%) consumers. Craft cluster included mostly 25–35 years old men with high-income level. Among the craft beers cited by respondents from this cluster some are industrial, suggesting that the concept of craft beer might not be well defined, or defined in ideological terms. The second and main study was conducted using consumer ethnographies to understand the motivations and benefits of craft beer consumption. Opposite to industrial, craft beer emerges as an experience-based and symbolic product rather than a utilitarian one. The main motivation for drinking craft beer seems to be the quest of authenticity. Respondents’ motivations to drink craft beer are generated by three important factors: desire for more knowledge, new taste experiences, and move away from the mainstream beer consumption. Craft consumers do not drink the product for its functional attributes, they consume it for what it means and as a consequence they build an identity, perceived as more authentic and unique, in comparison to the mainstream industrial beer consumption in Mexico.

Despite decades of domination by a few large companies, the American beer market has seen a dramatic resurgence of microbreweries. Contrary to conventional oligopolistic market theories, small firms have consistently gained market share... more

Despite decades of domination by a few large companies, the American beer market has seen a dramatic resurgence of microbreweries. Contrary to conventional oligopolistic market theories, small firms have consistently gained market share from their entrenched competitors. Researchers have attributed this success to ‘neolocalism.’ Through their marketing, microbreweries appeal to consumers’ desire for connections to real people and distinctive products from local places. However, no study has verified whether this pattern is most characteristic of microbreweries. With newer firms threatening their market share, larger firms might adopt neolocal claims, but little empirical attention has been directed at large brewers, and mid-sized, regional firms have been largely ignored by researchers. This paper uses content analysis of beer packaging to investigate the nature of the appeals made to consumers. I find that while microbreweries do make neolocal claims, regional breweries are more likely to associate their products with places on a local scale. Large breweries make few such claims, but instead rely on ‘reflexive branding’: marketing that refers back to the brand itself rather than borrowing existing symbolism from people or places. These findings partly support the neolocal perspective, but also challenge our expectations of which firms use neolocal appeals the most.

Este trabalho investiga o uso da linguagem na construção cultural da cerveja, através da emergência de suas representações mentais, públicas e culturais. Também são explorados os mecanismos de propagação e disseminação destas... more

Este trabalho investiga o uso da linguagem na construção cultural da cerveja, através da emergência de suas representações mentais, públicas e culturais. Também são explorados os mecanismos de propagação e disseminação destas representações, construindo um mapeamento do objeto cultural cerveja na sociedade brasileira contemporânea. Através de conceitos da Psicologia, Ciências cognitivas e Pragmática Linguística, são explorados microfenômenos individuais que contribuem para os macrofenômenos sociais, ou movimento culturais amplos relacionados à cerveja. A base teórica da investigação se constrói sobre a Teoria da Relevância e a Epidemiologia das Representações, com aplicação de seus conceitos na exploração do uso da linguagem no direcionamento de comportamentos, próprios e alheios, e interferência na percepção sensorial individual.

This case study provides a critical understanding of the connection between start-up investment and the development of a loyal brand community. Learners develop an appreciation of how engagement in crowdfunding campaigns can lead to the... more

This case study provides a critical understanding of the connection between start-up investment and the development of a loyal brand community. Learners develop an appreciation of how engagement in crowdfunding campaigns can lead to the creation of engaged partners. This is explored through applying the Business Model Canvas to the case of BrewDog, a company that has expanded beyond the niche market of craft brewing to become an international brand. The use of crowdfunding has not only enabled Brewdog to raise the capital to finance expansion but also to develop a special relationship with some of their customers, who through investment and engagement can become partners in the product development process.

This paper looks at craft beer in Cape Town as a commodity and analyzes its consumption as a symbol of social distinction. This is done through a theoretical approach influenced by Thorstein Veblen's theory of emulation and pecuniary... more

This paper looks at craft beer in Cape Town as a commodity and analyzes its consumption as a symbol of social distinction. This is done through a theoretical approach influenced by Thorstein Veblen's theory of emulation and pecuniary reputability. Being the final draft of a sociology student's thesis it shows the findings from his ethnographic work as a barman at one of the craft markets and a trendy craft beer bars in the city. Through all this aims to describe the aesthetics and elements of conspicuous waste in the places of craft beer production and consumption.

Food pairing has been a popular topic amongst scientists, chefs, and researchers who try to find new successful food combinations and identify a pattern in how consumers pair food (Ahn et al., 2011). When studying food pairing, the “food... more

Food pairing has been a popular topic amongst scientists, chefs, and
researchers who try to find new successful food combinations and
identify a pattern in how consumers pair food (Ahn et al., 2011). When
studying food pairing, the “food pairing hypothesis” arises, which states
that two ingredients that share chemical compounds are more likely to
taste (and smell) good together (Simas et al., 2017; Kort et al., 2010;
Tallab & Alrazgan, 2016). From a gastronomic approach, flavor pairing
could be defined as flavors that, if paired, will produce an experience
that is more appreciated than either of the two flavors alone (Møller,
2013). However, not all the flavor combinations are accepted worldwide, as they also heavily rely on culture (Arellano-Covarrubias et al.,
2019).

Project paper, Executive Master of Management, Norway Business School (BI), summer 2014 (in Norwegian): A marketing analysis of Norwegian craft beer brewery Nøgne Ø, paying special attention to the brand in the wake of major brewery... more

Project paper, Executive Master of Management, Norway Business School (BI), summer 2014 (in Norwegian): A marketing analysis of Norwegian craft beer brewery Nøgne Ø, paying special attention to the brand in the wake of major brewery corporation Hansa Borg’s acquisition in the fall of 2013 and the practice of «cultural branding» among craft beer companies. How will the rigid «us-against-them» ethos of the craft beer community against major corporations challenge the Nøgne Ø brand, and how can the brand steer clear of controversy and avoid the ideological craft beer pitfalls of its new ownership? Based on aa qualitative survey among a group of craft beer enthusiasts and theories on different branding approaches, the paper suggests different ways for the Nøgne Ø brand to grow without alienating its core customers.

Within the last 20 years, the number of breweries in Australia has grown from 11 to almost 150. The new entrants to this market are ‘craft breweries’: small, independent and traditional breweries, which differentiate their products on... more

Within the last 20 years, the number of breweries in Australia has grown from 11 to almost 150. The new entrants to this market are ‘craft breweries’: small, independent and traditional breweries, which differentiate their products on taste and ingredients. The products they offer are often not ‘standard’ commercial lagers (e.g. VB, Fosters, Budweiser, Heineken, Carlsberg), and many consumers have little knowledge of, and experience with, speciality ales. From a consumer socialisation perspective, this study investigates how craft brewers educate their consumers about their products in the state of Victoria, Australia. Based on in- depth interviews with the business owners, we examine craft brewers as sources of influence – or socialisation agents – within a boutique industry. The results indicate that the craft brewers position themselves as experts and as such may be an important socialisation agent.

On January 23, 2019, the Ministry of Fishing, Supply and Agriculture (MAPA) released the facts and figures of the Brazilian brewing industry. This article is focused in the increasing craft beer market in Brazil, as unit of analysis. Key... more

On January 23, 2019, the Ministry of Fishing, Supply and Agriculture (MAPA) released the facts and figures of the Brazilian brewing industry. This article is focused in the increasing craft beer market in Brazil, as unit of analysis. Key findings pointed near 300 craft small beer industries running informally, approximately 25 percent of the total. Facts also point a trend of increasing sectorial activities for the next few years. Analysis suggest that MAPAs Normative Instruction 72 has facilitated the registry of new industries, to reduce the informality of the “gipsy brewers” (informal ones) and may represent the critical success factor related to the sector. Brazil is still the third largest beer producer in the world. Almost 97 percent of the Brazilians consumed popular Pilsen light beer, three to five percent alcohol, out of the 14 billion liters produced. Nevertheless, craft brewing industry has overpassed wine consumption in 2018.
From 2002 to 2018, the number of regular craft brewing industries jumped from less than 50 to more than 889, concentrated in the south and southeastern regions. This single case study investigated Brazilian craft beer activities, its challenges, pitfalls, and ultimate performance. Discussion and recommendations for future research complete the present work.

Why do most road trips in Texas begin or end at Bu cee’s? No, this is not a trick question only a Native Texan would know. Sometimes I alter my road-tripping’ journey (because you know there will be stops) to visit this Texas gas station... more

Why do most road trips in Texas begin or end at Bu cee’s? No, this is not a trick question only a Native Texan would know. Sometimes I alter my road-tripping’ journey (because you know there will be stops) to visit this Texas gas station phenomenon. Bu cee’s is a destination for anybody traveling through or within this great state. It is the embodiment of everything-is-bigger-in-Texas. All you have to do is look to the sky (briefly while driving or with the assistance of a co-pilot) for the profusion of billboard signs guiding you like a summoned superhero to your next refill of Texas-sized provisions. Here you will find a symbol of road tripping hope: clean restrooms, a staff that is friendly and a fully stocked store. Look for the giant beaver, smiling widely and guiding you to a “can’t come to Texas and not go” experience. These three fundamental principles have never left the culture since the first location opened up in Lake Jackson, Texas in 1982. Welcome to Buc ee’s, the colossal convenience store that holds a truly special place in the hearts of all traveling Texans.

Increasingly, craft brewers also are speaking of their product’s terroir and the interplay of place, cultural traditions, ecology and science that create an idea of beer. The turn to terroir in brewing is rooted in various movements,... more

Increasingly, craft brewers also are speaking of their product’s terroir and the interplay of place, cultural traditions, ecology and science that create an idea of beer. The turn to terroir in brewing is rooted in various movements, including slow food, back-to-the-land, and locavorism. All of these movements stress a strong relationship between food, practices and place.

This paper is the result of coming across a Budweiser Beer advertisement featuring the founder of the Methodist religion, John Wesley. It draws from the blog post on the John Wesley Budweiser Beer ad. In this advertisement for Budweiser,... more

This paper is the result of coming across a Budweiser Beer advertisement featuring the founder of the Methodist religion, John Wesley. It draws from the blog post on the John Wesley Budweiser Beer ad. In this advertisement for Budweiser, John Wesley, the 18th-century, founder of the Methodist religion was portrayed as an advocate of beer drinking. This John Wesley Budweiser Beer ad was run nationally, during the summer of 1908.

The paper reviews the resurgence of interest in using UV-visible spectroscopy for the broad range analysis of alcoholic beverages, beer, wines and spirits for quality, consistency and authentication purposes. It specifically outlines the... more

The paper reviews the resurgence of interest in using UV-visible spectroscopy for the broad range analysis of alcoholic beverages, beer, wines and spirits for quality, consistency and authentication purposes. It specifically outlines the use of scanning, micro-well/micro-plate reading spectrophotometers for rapid analysis of small samples without the prior need to prepare such samples for analysis. Initial studies on a wide range of aged and un-aged distilled spirits (Whiskeys, Bourbons, Tequila, Vodka), Sherry samples, and Beer (including Barrel aged samples) are presented to show the types of applications available for this inexpensive yet powerful approach.

Anecdotal references to " chick beer " abound without citation. This empirical study is the first to confirm the existence of gender stereotypes associated with beer preference. In this study I ask a purposive sample of 93 patrons at four... more

Anecdotal references to " chick beer " abound without citation. This empirical study is the first to confirm the existence of gender stereotypes associated with beer preference. In this study I ask a purposive sample of 93 patrons at four specialty craft beer bars in New York City to define " feminine beer " and " masculine beer " and to report their assumptions, if any, about gender-transgressive drinkers. I find that those who prefer " masculine beers " are rewarded through favorable appraisals while those who prefer " feminine beer " are not. I interpret these findings within the context of the Women's Craft Beer Movement and discuss their implications for gender equality within the craft beer scene (for a more theoretical analysis see my article "Omnivorous Masculinity")

The ancient and traditional skill of the maltster was once known as the ubiquitous craft. There was a maltster in every farmstead, village and town. In the 21st Century, the craft could be described as being almost invisible. Most people... more

The ancient and traditional skill of the maltster was once known as the ubiquitous craft. There was a maltster in every farmstead, village and town. In the 21st Century, the craft could be described as being almost invisible. Most people are unaware of it and very few know what malt is or how it is made. Over the last one hundred years, science and technology have transformed the ancient practice of floor malting, which probably dates back more than ten thousand years. It is an important aspect of the origin of grain agriculture debate. Today malt is made in huge steel drums, or in malting towers, rather than on a traditional malting floor. There are only a handful of floor maltings left in the British Isles. In this paper I shall demystify the malting process and explain how it informs our understanding of grain processing techniques over the millennia. Malting, as a craft, has been overlooked in archaeological interpretations.