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In this chapter, the authors explore the impact of Covid-19 on craft beer in the here-and-now of the pandemic by examining responses of Scottish (UK) brewers to it. The authors’ aim is to organise their responses to the situation in which they find themselves with the objective of making fresh sense of the dynamics of organising during a global pandemic. In pursuit of fresh insight to all of this, the authors seek to illuminate what Covid-19 can do to/for breweries and to know the world differently (through recognising more than one way of knowing). So, to enrich the reader’s understanding of organising in the haecceity of responding to and dealing with Covid-19, the authors’ method of inquiry involves integrating empirical materials from brewery social media activities with poetic transcription from interviews with brewers. The authors find support for the view that such integration of findings through research poetry clothes the social media content findings and neither approach dominates the other. Potential implications for future beer studies from the field of poetry are discussed in light of the new comings-together in this chapter.

The purpose of this study is to provide insight into customers’ psychological processes and behavioral responses after merger and acquisition (M&A) of an artisanal brand.

Study 1 adopts a qualitative approach to understand how craft-beer customers perceive M&A decisions. In Study 2, a two-conditioned (M&A types: local and local company M&A vs local and national company M&A) between-subjects design experiment was executed.

The findings of this study show M&A’s of artisanal brands cause identity stigmatization, resulting in customers’ identity dissonance and coping strategies. Which coping strategies a customer uses depends on their brand identity, product-category identity and M&A partner types.

This was an exploratory study that serves as a starting point for future research. Future research could investigate the model proposed in this study by testing the effects of potential moderators and mediators.

The findings of the study enable companies to better anticipate post-M&A customer behavior, thereby enabling them to enhance their brand positioning when a competitor is acquired by a large company.

The popularity of locally produced and craft hospitality products has attracted the attention of large companies that acquire artisanal brands. There is a paucity of research investigating post- M&A customer reactions of locally owned artisanal companies by large companies.

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.

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.

Beer style consumers identify themselves more with a beer style, craft or national, rather than with brands. Tribal brand researchers have suggested that beer style consumers feel an intense sense of belonging to a beer style tribe, which may not lead to loyalty to their beer style. The purpose of this paper is to test whether public commitment to defend or spread positive word-of-mouth (WoM) about their beer style influences the development of loyalty among beer style consumers toward their beer style.

The authors surveyed 400 beer style consumers and used the structural equation modeling approach to examine the loyalty relationships between beer style consumers and their beer style. The authors followed Oliver’s cognitive-affective-conative loyalty framework to test these relationships. Then, the authors tested whether a verbal commitment to defend or spread positive WoM about their beer style strengthens loyalty between beer style consumers and their beer style.

Satisfaction of beer style consumers toward their beer style does not lead them to be willing to pay a premium price for their beer style. However, by including a public commitment to defend or spread positive WoM about their beer style, beer style consumers are more willing to pay a premium price for their beer style even in the presence of an intense sense of belonging to a beer style tribe.

Soliciting public commitment influences the development of loyalty among tribal consumers, which may also influence nontribal consumers. In addition, the inclusion of public commitment to Oliver’s loyalty framework, i.e., cognitive-affective-public commitment-conative, extends the use of Oliver’s model to consumer tribes. Finally, this study also suggests that the relationship between having a sense of belonging to a consumer tribe and willingness to pay a premium price can be influenced by a public commitment without first establishing brand satisfaction by consumers.

Corporate social responsibility (CSR) communication covered by the news media is considered as more credible and effective in shaping public perceptions toward corporations than CSR shared by corporations themselves. This is particularly true when CSR is about corporations with social stigma inherent in business practices. This study examines the CSR publicity of stigmatized industries from the journalism lens.

A content analysis was conducted with CSR stories from 2019 to 2020 by USA newspapers (n = 348).

Results of this study showed that the overall volume of CSR from stigmatized industries has decreased, with fewer responses to the recent pandemic. Further, the media brought promotional CSR activities and the business motives behind the activities into focus. Opposing patterns were found for CSR of non-stigmatized industries presented with philanthropic activities based on corporations' social motives to help communities. Similarly, economic and legal responsibilities reflected in the CSR pyramid were more prominently reported for stigmatized industries, and ethical and discretionary responsibilities appeared more frequently for non-stigmatized industries.

Integrating business and media literature, this study enriches scholarly discussions on media processes and effects for CSR communication. This study also provides practical implications for stigmatized industries by highlighting more authentic and careful approaches for CSR communication to earn positive publicity.

This study provides social implications by highlighting the importance of CSR communications through the lens of news media when corporations are socially stigmatized.

Stigmatized industries are known to be active in CSR communication to nullify social stigma surrounding themselves. The authors' findings provide empirical evidence suggesting that not all publicity benefits CSR communication for stigmatized corporations.

The decision by the Government of Kenya in 2013 to increase tax revenue by imposing excise duty of 50 percent on sorghum beer resulted in economic losses for smallholders, the brewery, and the government itself because it effectively killed the value chain. In 2015, the government reversed the policy decision and reduced excise duty to 10 percent. The purpose of this paper is to analyze the impact of this policy decision on the value chain, adaptation by growers and the brewery, and the rationale for this policy change and its reversal.

The author analyzes this episode using a conceptual framework derived from complex adaptive systems, focusing on four properties of such systems: sudden, endogenous shocks, interacting agents, and adaptation.

The author shows how the nature of politics in Kenya exposed the value chain to endogenous shocks as the result of conflicts between interacting agents, where smallholder farmer organizations were important for successful adaptation. Conflicts between development and political objectives in neo-patrimonial states are sources of complexity and uncertainty in smallholder value chains.

Complex adaptive systems proved a useful framework to understand decision making by government and business actors in the value chain.

The paper applies a novel conceptual framework to the analysis of an important value chain in Kenya.

The purpose of this exploratory study is to examine the perceived resources, strengths, weaknesses, opportunities and threats from the perspective of micro and small brewery owners, managers and brewing masters operating in three countries. To this end, the study adopts the resource-based view (RBV) of the firm, complemented by a strengths, weaknesses, opportunities and threats analysis.

The research provides a mixed-methods approach. Data were collected from craft breweries in Italy, Spain and the UK. In all, 165 valid responses were obtained from an online questionnaire, and an additional 24 face-to-face and telephone interviews with craft brewing operators in these three countries were conducted to further enrich the data. Independent samples t-test and Scheffé post hoc were used to analyse part of the quantitative data, while content analysis and word association were used for the qualitative component.

Product quality and uniqueness of product emerged as important perceived resources and strengths, suggesting an alignment with some of the resource-related attributes postulated by the RBV, such as valuable, rare and (un)substitutable. Other elements, such as natural and sustainable resources, including water quality and the current and future involvement in growing or sourcing raw products locally emerged as key resources, and are suggested as additional attributes. These strategic and tangible resources are however challenged by perceived weaknesses, particularly lack of financial, infrastructure and commercialisation resources, as well as threats from competition.

The exploratory study focuses on craft brewing from the perspective of micro/small operators. This industry has received very limited attention from the literature. The use of the RBV, with the potential to increase understanding of an emerging industry, and develop the theory further in this domain, adds to the originality and value of this research.