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The purpose of this paper was to evaluate the differences between common Brazilian beer and pure malt beer in the responses of hedonic scaling, willingness to pay and emotional response.

Two types of beer were selected to be tested – a common beer: Pilsen Skol and pure malt beer: Pilsen Eisenbahn. All the analysis was conducted under three labeling conditions: blind; labeled; inverted label with 70 participants in each test. A nine-point hedonic scale evaluated the acceptance. The consumer was questioned how much he/she would be willing to pay for a bottle of beer that he/she tasted. A questionnaire was elaborated based on the EsSense profile to evaluate emotions; 25 emotions were evaluated using a five-point scale. The socioeconomic status was defined based on consumer's household characteristics.

The acceptance score, positive emotions and willingness to pay were higher for pure malt beer in the labeled test and for common beer (labeled as pure malt) in the inverted test. The findings highlight that information, such as beer type and socioeconomic status, could influence consumer responses by altering hedonic perceptions, emotions and commercial value attributed to different beers. In general, the beer type did not affect the evaluated variables.

Brewing industry should explore in their marketing strategies and state clearly the pure malt label. In restaurants, owners can explore pure malt beers as a strategy for garnering different customer profiles. Technological and production investments should be encouraged to reduce the product price, favoring the final consumer.

This study contributes to understanding the growth in the consumption of pure malt beers in Brazil. Moreover, it brings an overview of the influence of the label/information on regular Brazilian consumers.

The purpose of this paper is to investigate firm strategies and the exertion of market power in the brewing sector in Brazil following a merger between the two largest brewers (Brahma and Antarctica) that created Ambev and given that the existing literature is inconclusive on this subject

In this study the authors apply cointegration analysis to price series of beer brands. The authors use the reduced form vector error correction (VEC) model to measure the price responses of beer brands in terms of direction, magnitude and speed. The authors use monthly retail prices for the primary brands of beer in the city of São Paulo, Brazil's largest consumer market. Specifically, the authors use two sets of retail prices, one from bars (the main point of beer sales, with roughly 50% of market share) and another from supermarkets. The series range from 1994 to 2014, depending on the brand.

This study indicates that Ambev's two major brands (Skol and Brahma) behave as market leaders, while its third brand (Antarctica) has been used to challenge the low-price competitor (Nova Schin). The authors also found evidence that the pricing policies of Brahma and Antarctica have changed toward cooperation following the creation of Ambev.

The main limitation of this article is that the authors only had access to retailer data. As the merger involved brewers, the authors would ideally use manufacturer beer prices in their econometric analysis. However, the consistency of our results suggests that retailers have been passively transmitting brand strategies launched at a manufacturer level.

As the dominant firm created following the merger of the two largest brewers appears to use one of its brand to restrict entry of competitors and the premium brands to enjoy high profits, consumers tend to be harmed by high beer prices and lack of options. Furthermore, small and medium-size companies cannot grow due to entry barriers created by the dominant firm.

This paper is the first to apply cointegration analysis to examine the effect of mergers on pricing strategies. The robustness of this study suggests that this approach could be used for antitrust agencies to monitor post-merger strategies.

The purpose of this paper is to determine the demographic characteristics and habits of craft beer consumers, as well as to identify the motivational factors for consumption.

Data were collected through questionnaires applied to 316 Brazilian craft beer consumers, and results were evaluated descriptively and by multivariate statistics.

The results of the survey revealed that there is a growing market segment with different buying habits and behaviors compared to traditional beer consumers. Demographically, it was found that these consumers are an attractive part of the beer market in terms of age, schooling and, more importantly, in terms of income, factors that indicate the probability of continued growth in the sector.

The research was limited to craft beer consumers in the metropolitan region of Belo Horizonte/MG, Brazil.

The results obtained are important, as they can help new craft breweries, as well as help established industry managers to create strategies related to marketing four Ps in order to increase the consumption of its products, with competitive advantages to the market.

This research presents the characteristics of the consumers of craft beer, a market segment in evident rise in Brazil, about which there are few studies. In addition, it provides valuable information to both the new beverage manufacturers as well as to the already established entrepreneurs in the market so that they can increase the consumption of their products in a strategic way.

The objective of this research is to analyze the microfoundations of dynamic capabilities used by microbreweries in Porto Alegre (Brazil) in their coopetition strategies.

A case study with a qualitative approach was developed. Data were collected during interviews with owners of 11 microbreweries, via analysis of documents and nonparticipatory observation. The authors used the content analysis technique to infer knowledge.

The authors identified the microfoundations of dynamic coopetition capabilities including collective purchases, shared distribution expenses, shared production, education of consumers and other beer producers, group interaction and a business roundtable with entrepreneurs from the food and drink sector in the hospitality industry.

The authors developed a framework that considers the relationship between the microfoundations of dynamic capabilities and coopetition regarding the paradox between competition and cooperation. It is relevant to identify different actors’ movements and the potential outcomes of coopetitive strategies, which yield a competitive advantage for the cluster.

Together, the microfoundations of dynamic capabilities contribute to the competitive advantage of the cluster.

The study highlights how small companies can jointly develop competitive advantage in a market dominated by a large company.

The purpose of this paper is to analyze the consumers’ luxury value perception in Brazilian premium beer market.

Data from a survey of 418 Brazilian consumers were used to test the research model. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modeling was used to analyze the consumers’ luxury value perception.

The analytical results showed that the dimensions of social, individual and functional values featured items with high significance. For the fourth dimension (financial value), just one item presented relevance. Along with it, correlation between dimensions was analyzed. All four dimensions have higher significance and great estimates.

This research was executed in a single country environment.

Results suggest that the only significant item to the consumers’ luxury value perception in the dimension of financial value is the higher price of premium beers. Other dimensions are well fit for the premium beer market.

To present date, marketing literature in the beer issue approaches its consumption as an economic phenomenon. This paper develops a notion that beer consumption can also be approached in a luxury consumption perspective. The framework developed in this paper can assist future researchers to consider consumption of different types and levels of beer, based on luxury value perception.

In May 1999, the CEO of this company (the largest brewer in Brazil) is contemplating a bid for Antarctica, the second-largest brewer in Brazil. The primary motives are to exploit economies of scale and other synergies and to prevent other competitors (mainly foreign multinationals) from acquiring the firm. The tasks for the student are to value the target and buyer, propose an exchange ratio of shares, and generally design the terms of the transaction.

This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.

Data was collected through a between-subject tasting experiment, where the origin of hop was manipulated (imported vs locally grown). The craft beer samples used in the experiment were produced using hops of similar age but grown in two distinct places: USA (imported hop) and in the city of Ribeirão Preto, Brazil, where the experiment was conducted (locally grown hop). The sensory and hedonic evaluations of highly involved craft beer consumers (n = 100) were collected after tasting the samples.

The origin of hop proved to be significant in affecting participants’ sensory and hedonic evaluations. It was observed that women were more sensitive than men to the origin information: when information was given, differences were found only on men’s scores of dryness/astringency; while in women, significant differences were found not only in dryness/astringency, but also in bitterness and refreshing, which are important attributes in the sensory profile of craft beer. It was also confirmed the effect of localness in hop cultivation, once men’ and women’s scores on liking were higher for the sample brewed with locally grown hop.

To the best of the authors’ knowledge, this is the first work using craft beer brewed with hops cultivated in Brazil and a sample of Brazilian craft beer consumers, therefore, providing a significant contribution to the field of consumer behavior. Furthermore, it adds to the discussion on sex-/gender-related differences regarding sensory expectation and perception of foods.

This paper aims to analyze how the internationalization process of Brazilian microbreweries takes place, especially in factors of propensity to internationalization, competition and survival in the national and international market.

The authors adopted qualitative approach research, using a multiple case study strategy, analyzing seven Brazilian craft breweries. The authors developed this study through documentary research, semi-structured interviews and nonparticipant observation.

The research findings made it possible to characterize the internationalization process motivated by the background and international experience of entrepreneurs that adopted different strategies for expansion in the international market. The authors noticed that the networks developed in production partnerships, festivals and international missions represent an increase in the ease of internationalization and helps to reduce the risk perception.

The contributions refer to the conjecture that the born global's evolution related to the high competitiveness of the market is influenced by the international background of the founders and by the influence of the international network, overcoming institutional and market challenges in emerging countries, assuming risks associated with rapid and early entry into the international arena.

The paper is potentially useful for managerial practice and policymakers by providing insights into the characteristics of entrepreneurs and companies considering their propensity to internationalize, presenting how entrepreneurs and managers can seek resources and develop their skills and capacities to manage such companies and processes of internationalization.

The research is presented as a complementary study to the limited number of studies examining born globals from emerging markets, also challenging the arguments of the dominant theory regarding gradual and nonlinear internationalization.

Marketing Channels.

The case was developed to stimulate the discussion about decisions and strategies of channel and was recommended for MBA students in courses such as Marketing Channels or Trade Marketing in Business Administration.

The case reports the dilemma experienced in 2013 by Osmar Buzin, one of the partners of Cervejaria Noi, whose specialty beers had achieved prestige among their customers, mainly in the city of Niterói, RJ, where the company was born. This success aroused the interest of other markets that wanted to sell their products. The opportunity for expansion brought together the need to decide how to meet these new markets: deliver directly to the points of sale, as it did before; or use distributors. Osmar knew that he could count on Gilmar Gutbrodt, his partner and brewmaster, along with Bianca Buzin, the General Manager of the brewery to evaluate together the best strategy for reaching new markets.

It is expected that at the end of the discussion of the case, students will be able to achieve the following learning outcomes: to design the path-to-market, identifying the role of intermediaries; to identify distribution alternatives and key channel members; and to perceive the advantages and disadvantages of intermediation and its unfolding in channel management.

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CSS: 8: Marketing.

In recent years, the craft beer (CB) industry has gained impetus and has experienced significant growth in scientific publications. This study aims to present a systematic review of the literature on CB in areas related to economic and business sciences.

Based on the data from Scopus, Web of Science and a set of articles not indexed to these databases until June 2021, a total of 132 articles were included for analysis, using bibliometric and content analysis techniques.

The study allowed us to identify that CB has four main clusters/themes of research, namely, CB industry and market, marketing and branding, consumer behavior and sustainability. Detailed information on the clusters is provided. In addition, the results showed that publications addressing CB have grown significantly from 2015 onwards and are dispersed across many journals, with none assuming a clear leadership. Quantitative approaches account for more than half of publications.

This study is a useful guide for academics intending to develop studies with CB. It provides a framework to structure future research by identifying existing literature clusters and proposes several research propositions.

The findings from this study are useful for CB companies to get an overview of the main issues affecting the CB industry and market to be able to adapt their strategies and stay aligned with market tendencies in the four main clusters identified.

This is the first systematic review of CB. Therefore, it provides a significant contribution to frame and strengthening the literature on CB and serves as a reference for future research. Based on the content analysis and cluster identification, the findings portray the status of current research. Accordingly, a set of research opportunities are offered.