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1 – 10 of over 1000
Article
Publication date: 29 June 2012

Douglas W. Murray and Martin A. O'Neill

The purpose of this paper is to examine the underexplored niche market potential of craft beer, especially as it may relate to independent food and beverage operations, as a means…

14176

Abstract

Purpose

The purpose of this paper is to examine the underexplored niche market potential of craft beer, especially as it may relate to independent food and beverage operations, as a means of gaining competitive advantage.

Design/methodology/approach

Data were collected through the distribution of a survey instrument to craft beer and home brewers, designed to assess the demographic profile, purchasing/restaurant selection, and decision behavior of this group and assess the likelihood of their future behavioral intentions toward continued participation in the craft beer segment.

Findings

The paper reveals that craft beer and micro brew pub success has been driven by the home brew movement and continues to gain market share at the expense of broad line food service and macro beer producers. The demographic profile of this group shows age range, income, and educational levels sufficient to drive continued growth. The high satisfaction and likelihood to recommend scores support this assessment.

Research limitations/implications

The sample is limited to members of the Brewers Association, the American Home Brewers Association, and craft beer enthusiasts known to members of the organization. Additionally, the survey was administered electronically limiting participation to people comfortable with this medium.

Practical implications

F&B operators who demonstrate commitment to craft beer through server education, beverage list commitment, and supporting events can achieve market differentiation and dominance within the niche; leading ultimately to competitive advantage.

Originality/value

This research sheds light on underexplored areas of craft beer and the opportunity for independent F&B operators to identify and penetrate an increasingly important niche market, which to date has been viewed primarily from the perspective of microbrew pubs.

Details

British Food Journal, vol. 114 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 30 January 2020

Anna Carbone and Luisangela Quici

The purpose of this paper is to contribute understanding tendencies of the Italian demand for craft beer. More in details, it seeks at exploring consumers’ awareness about craft

Abstract

Purpose

The purpose of this paper is to contribute understanding tendencies of the Italian demand for craft beer. More in details, it seeks at exploring consumers’ awareness about craft beer, their attitudes, habits and behaviors. It also aims at assessing the impact of each and all these features on consumers’ choice. At last, the paper frames different consumers’ profiles.

Design/methodology/approach

The analysis is based on an online survey associated with a choice experiment designed for assessing willingness to buy (WTB) and willingness to pay (WTP) for craft vs industrial beer. Factors influencing consumers’ expenditure for craft beer are explored via an OLS estimation of a simple regression model. Afterwards, different consumers’ profiles are depicted via cluster analysis.

Findings

The survey shows that, overall, Italian consumers appreciate craft beers and are interested in this market. Socio-demographic characteristics impact this inclination but have no significant influence on the results of the choice experiment. Market knowledge, preferences and consumption habits influence consumer spending. Five different consumer profiles emerge.

Originality/value

The research proposes a combined original methodology for assessing beer consumers’ features and their impacts on beer WTB and WTP. The complementary perspectives adopted provide new insights on craft beer demand. Results are of interest for craft brewery managers and for the design of policies aimed at promoting and expanding the sector. Enlarging the sample and improving its representativeness would allow for more general results.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 February 2018

Naiara Barbosa Carvalho, Luis Antonio Minim, Moysés Nascimento, Gustavo Henrique de Castro Ferreira and Valéria Paula Rodrigues Minim

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.

3970

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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

Practical implications

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.

Originality/value

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.

Details

British Food Journal, vol. 120 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 17 August 2020

Eric Beckman, Fang Shu and Tianyu Pan

The purpose of this research paper is to examine whether enduring involvement theory plays a role in predicting craft beer and food festival visitors' experience of the…

1063

Abstract

Purpose

The purpose of this research paper is to examine whether enduring involvement theory plays a role in predicting craft beer and food festival visitors' experience of the festivalscape. Though craft beer and brewing is a growing area of research, there has been limited studies and theory application in this area. Around the world, craft breweries are increasing in number and producing more unique styles of beer as the demand for craft beer increases. Craft beer consumers visit many of these breweries and are attracted to craft beer festivals in which they can sample multiple local, regional, national and international craft beers.

Design/methodology/approach

A quantitative methodology was used based on data collected at the site of the festival. Researchers collected 204 useable surveys from visitors attending the North Miami Brewfest in North Miami, Florida, USA. Structural equation modeling was employed to examine the relationships among enduring involvement, festivalscape, satisfaction, revisit intention and word-of-mouth.

Findings

The results revealed that enduring involvement is significant in predicting all four factors of festivalscape (food/beverage quality, convenience, facility and festival staff). The festivalscape factors facility, food quality and festival staff predicted festival attendee satisfaction which in turn predicted both revisit intention and word-of-mouth. However, the festivalscape factor convenience did not influence satisfaction.

Research limitations/implications

The authors surveyed only one festival in one region in South Florida. Further studies can survey multiple festivals in multiple regions to increase the generalizability of the research model. Enduring involvement theory could be applied to other niche areas in hospitality and tourism in the future (in addition to craft beer tourism).

Practical implications

Craft beer festival organizers should appeal to craft beer clubs, breweries and publications to attract those with a commitment to the craft beer industry to their event. People with an enduring, lasting commitment to craft beer are more likely to have a positive experience of the festivalscape at the event. Lastly, festival organizers should focus on the festivalscape factors facility, festival staff and food and beverage quality to influence satisfaction at the event.

Originality/value

This project applies enduring involvement theory in a festival setting. The research is further unique by adding enduring involvement as a predictor of festivalscape experience.

Details

International Journal of Event and Festival Management, vol. 11 no. 4
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 28 November 2023

Angelina De Pascale, Maurizio Lanfranchi, Raffaele Zanchini, Carlo Giannetto, Mario D'Amico and Giuseppe Di Vita

In recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the…

Abstract

Purpose

In recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the emergence of a new generation known as Digitarians or Generation Z. This study aims to analyze the key determinants influencing craft beer consumption among Digitarians.

Design/methodology/approach

An online questionnaire is administered, and a total of 296 completed responses are included in the statistical analysis. The methodology uses logistic regressions combined with a backward selection process and variance inflation factor analysis to address multicollinearity. The logistic regressions are conducted in three steps to delve into the research objective and gain insights into the behavior of young consumers. The stepwise backward selection aids in obtaining robust coefficients as a variable selection tool.

Findings

The results shed light on how Digitarians’ preferences for craft beer are influenced by various factors, including self-perceived knowledge, alcohol content, gender, food pairings, environment and companionship.

Originality/value

To the best of the authors’ knowledge, this paper contributes novel insights by being the first study to explore the significance of craft beer choices among Digitarians, identifying the role of several predictors in their consumption patterns.

Details

International Journal of Wine Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1062

Keywords

Book part
Publication date: 13 December 2021

Pavlina Jasovska

The revival of the modern craft beer industry has been attributed to people rediscovering their tastes for authentic and hand-crafted products from small, local and independent…

Abstract

The revival of the modern craft beer industry has been attributed to people rediscovering their tastes for authentic and hand-crafted products from small, local and independent firms – notable in many sectors ranging from food and alcohol products to textile and furniture. While one of the grounding principles of the craft beer sector has been serving the local community, some brewers started to explore growth opportunities beyond their national borders. Some did so by pure excitement and prestige of sending their beers overseas; others sensed that their domestic markets were becoming flooded by other craft beer brands or ‘craft-washed’ beers from large beer companies. This chapter explores two sides of this going-international story – its promise and perils. The promise of international growth represents the fulfilment of the entrepreneurial mission, the opportunity to collaborate on a global level or the result of positive country reputation. While the perils of crossborder venturing are formed by country-level differences (rules, values and culture), the author brings to the fore that the socially constructed and fluid definition of craft beer forms unique constraints. The author particularly explores how the sector’s cultural boundaries and competition for authenticity with large beer companies act as liabilities during internationalisation. This chapter contributes to the extant literature on firm internationalisation by focussing on a unique dataset of internationalising craft breweries from four small open economies (Australia, New Zealand, Denmark and the Czech Republic). In that sense, it also provides valuable insights to practitioners and the general public.

Details

Researching Craft Beer: Understanding Production, Community and Culture in An Evolving Sector
Type: Book
ISBN: 978-1-80043-185-0

Keywords

Book part
Publication date: 13 December 2021

Vaughan Ellis and James Richards

Brewing has experienced a considerable revival in recent years with the number of brewers in the UK being at its highest level since the 1930s (Cask Report, 2018). After decades…

Abstract

Brewing has experienced a considerable revival in recent years with the number of brewers in the UK being at its highest level since the 1930s (Cask Report, 2018). After decades of mergers and takeovers saw the emergence of a small number of global brewing conglomerates, many of the recently established breweries have spearheaded what has been referred to as a ‘craft beer revolution’. Typically, producing small batches of artisan brews and with small workforces, the output of craft brewers accounts for approximately 2.5% of all beer sales in the UK, but is the fastest growing sector of the drinks market. The growth of the industry mirrors that seen by artisan food producers and has led some to suggest an emerging preference for rejecting mass produced food and drink products.

Despite recognition of the craft beer industry’s emergence, growth and cultural significance, almost nothing is known about the individuals who started these new breweries, nor what their motivations for doing so were. Drawing upon 30 in-depth, semi-structured interviews with owner-brewers of craft breweries from across Scotland, this chapter presents findings examining owners’ backgrounds and motivations for starting their brewery. The findings show a range of motivations and expectations amongst the group of owners and provide a useful basis for making practical recommendations of how other aspiring craft beer ‘entrepreneurs’ can be best supported by the industry.

Details

Researching Craft Beer: Understanding Production, Community and Culture in An Evolving Sector
Type: Book
ISBN: 978-1-80043-185-0

Keywords

Article
Publication date: 13 October 2023

Felipe Furtini Haddad, Kelly Carvalho Vieira and João de Deus Souza Carneiro

This paper aims to identify the profiles of beginner and experienced consumers (BCs and ECs) of craft beer and evaluate their perception, knowledge and purchase intention.

Abstract

Purpose

This paper aims to identify the profiles of beginner and experienced consumers (BCs and ECs) of craft beer and evaluate their perception, knowledge and purchase intention.

Design/methodology/approach

A total of 291 craft beer consumers including 148 BCs and 143 ECs participated in the study, which was divided into 2 stages: quantitative research through a questionnaire and conjoint analysis.

Findings

BCs are mostly female, with a lower age, income and consumption frequency, presented a shallower understanding of International Bitterness Units (IBU) and considered 7.0% alcohol by volume (ABV) as a high-relative value in craft beers. Otherwise, ECs are mostly men with a higher age and consumption frequency, and they don't consider 50 IBU as high bitterness. The results of conjoint analysis indicate that both groups of consumers attribute greater relative importance to ABV and nonalcoholic beers had lower purchase intentions. Finally, the authors show that beer with 30 IBU and 4.5% ABV is preferred by both BCs and ECs.

Originality/value

The authors' identification about the distinct behaviors of different groups of consumers, based on their consumption time of craft beer, as managerial implications for industries producing craft beer and, as a theoretical contribution, the authors have defined “BCs” and “ECs” based on the experiences with and durations of craft beer consumption.

Details

British Food Journal, vol. 126 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 18 July 2023

Aaron Tham, Jenna Campton and Bruce Cooper-McKenzie

There is a growing interest in investigating craft beer tourism and consumption experiences as different destinations seek to position unique attributes and cultures in their…

Abstract

Purpose

There is a growing interest in investigating craft beer tourism and consumption experiences as different destinations seek to position unique attributes and cultures in their culinary offerings. Yet, in this space, factors that have triggered the creation, management and marketing of craft beer tourism remain implicit. The purpose of this paper is therefore to present a systematic literature review of craft beer tourism, apply a conceptual model of craft beer gastronomy tourism and, in turn, provide strategic imperatives for the sector moving forward.

Design/methodology/approach

A comprehensive search for craft beer tourism in hospitality and tourism literature was undertaken using a combination of Google Scholar search terms as well as institutional library databases. Then, following the steps proposed by Xiao and Watson (2019), articles were sorted into themes before determining their appropriateness to be included in a systematic literature review.

Findings

Based on prior research, a Craft beer gastronomy tourism model is proposed. This model was found to provide a macro perspective of the craft beer tourism literature and was applied using the systematic literature review. It was found that not many of the papers fit the three-step process, and a fragmented relationship between craft breweries and tourism was observed. On reviewing the theories and frameworks used, it was found that there was not much consistency with the majority using frameworks and concepts. Furthermore, most studies were undertaken from the perspective of a single region or homogenous samples, with few offering cross-sectional comparisons. The most common methods of the papers were surveys and interviews, with a majority being cross-sectional.

Originality/value

The systematic literature review has led to the development of a novel conceptual model that highlights the current focal areas but also gaps that inform future studies and managerial implications.

Details

International Journal of Wine Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 6 April 2023

Scott Taylor Jr., Elizabeth A. Whalen and Cortney L. Norris

This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The…

Abstract

Purpose

This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors.

Design/methodology/approach

The first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements.

Findings

The results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals.

Research limitations/implications

This research advances knowledge on advertising appeals for no- and low-alcoholic craft beers.

Practical implications

Brewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers.

Originality/value

This research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.

Details

Journal of Consumer Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

1 – 10 of over 1000