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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

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

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: 22 November 2022

Fernanda Rizzon, Deonir De Toni, Ana Paula Graciola and Gabriel Sperandio Milan

This paper aims to investigate the effect of product price image (PPI) on perceived value (PV) and repurchase intention (RI) of Brazilian customers' craft beer. Moreover, this…

Abstract

Purpose

This paper aims to investigate the effect of product price image (PPI) on perceived value (PV) and repurchase intention (RI) of Brazilian customers' craft beer. Moreover, this research also verifies the moderating effect of customer experience (CE) and price sensitivity.

Design/methodology/approach

The survey data analysis was performed using Smart-PLS 3.3.9 and Process 4.1 software with 329 customers.

Findings

The results show that PV is a full mediation variable in the relationship between PPI and RI. As a mediated moderation, lower CE and price sensitivity better explain the indirect effect of PPI on RI via PV.

Practical implications

Thus, managers may reinforce the PV of low price sensitivity and low CE. These customers learn about companies' prices compared with higher price-sensitive customers and higher CE that already PV.

Originality/value

The article discusses the implications of PV as a mediator, low price sensitivity and low CE as moderators for craft beer.

Highlights

  1. The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;

  2. Managers should create strategies to reinforce the PV and consequently the RI by offering PPI and benefits (PV) for customers with low experience and low-price sensitivity about craft beer;

  3. Low customer experience and low-price sensitive's customers are learning about companies' prices compared to higher price sensitive, and higher customer experience that already PV, PL, PF, and PEs and NEs;

  4. Small producers craft beer that connotated the product's high quality and benefits; the higher may be the level of RI and consumption from customers.

The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;

Managers should create strategies to reinforce the PV and consequently the RI by offering PPI and benefits (PV) for customers with low experience and low-price sensitivity about craft beer;

Low customer experience and low-price sensitive's customers are learning about companies' prices compared to higher price sensitive, and higher customer experience that already PV, PL, PF, and PEs and NEs;

Small producers craft beer that connotated the product's high quality and benefits; the higher may be the level of RI and consumption from customers.

Details

British Food Journal, vol. 125 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 20 February 2024

Cortney L. Norris, Marissa Orlowski and Scott Taylor, Jr.

As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging…

Abstract

Purpose

As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.

Design/methodology/approach

A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.

Findings

The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.

Originality/value

The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.

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: 7 July 2022

Felipe Furtini Haddad, Ana Paula Lima Ribeiro, Kelly Carvalho Vieira, Rafaela Corrêa Pereira and João de Deus Souza Carneiro

This study aimed to identify, with producers of specialty beers (SBs), producers' perceptions regarding the consumers, besides analyzing the consumer's behavior of SBs regarding…

Abstract

Purpose

This study aimed to identify, with producers of specialty beers (SBs), producers' perceptions regarding the consumers, besides analyzing the consumer's behavior of SBs regarding consumers' preferences, perceptions and determining buying factors.

Design/methodology/approach

In the qualitative analysis, interviews were performed with 14 professionals from the SB industry. In the quantitative study, 301 consumers of SB answered a questionnaire about preferences, perception and determining buying factors of special beer. Techniques such as content analysis, frequency analysis, cross-tabulation and hierarchical cluster analysis were used in this study.

Findings

The study demonstrated an important convergence in the perceptions of producers about consumers and the real behavior of SB consumers, mainly on factors of beer packaging, label, style and price. Those respondents consuming just SB were characterized by having higher income, frequency and time of beer consumption and willingness to pay more for the product. Cluster analysis allowed to segment respondents into three groups: (1) beginners in the universe of SBs who also drink commercial beers; (2) regular consumers willing to pay more for SB and (3) legitimate consumers of SB averse to commercial beer.

Practical implications

There are practical implications in this study such as new products development and assertive creation of labels and packaging for special beers.

Social implications

There are social implications in this study such as the convergence between industry professionals and consumers.

Originality/value

By addressing professionals and consumers, this study generated scientific information and knowledge to assist the specialty brewing industry in developing new products and defining marketing strategies as well as creating actions for bringing producers and consumers closer together to benefit both parties.

Details

British Food Journal, vol. 125 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 24 May 2023

Lane Graves Perry and Nathan Woolard

Leveraging the boom of a craft beer renaissance, this paper explores social capital theory through the impact of the craft brewing industry. The exploration addresses…

Abstract

Purpose

Leveraging the boom of a craft beer renaissance, this paper explores social capital theory through the impact of the craft brewing industry. The exploration addresses entrepreneurial micro-ecosystems that share one commonality – the need for community development and revitalization. North Carolina's deregulation of craft brewing (Pop-the-Cap Initiative, 2005) led to a boom of brewery startups, from 54 in 2010 to more than 380 in 2022.

Design/methodology/approach

This qualitative study focuses on 15 brewery founders who have launched ventures within a few years of the Pop-the-Cap Initiative. This included 15% of those breweries launched between 2012 and 2017. Naturalistic Inquiry methodology was utilized, and semi-structured interviews, observations, and artifact analyses were applied to each participant via content analysis and NVivo.

Findings

Framed by two contributing entrepreneurial mindset factors (anti-establishment mindset and business-person's burden mindset) and three external entrepreneurial micro-ecosystems conditions (community conditions, doom and boom conditions, and economic conditions), these emergent themes represent the ecosystem contributors (mindsets/conditions) associated with startup success and social value creation in rural and downtrodden urban areas.

Research limitations/implications

This study facilitated a deep dive into two evolving entrepreneurial micro-ecosystems (rural/urban) through the perspective of brewery startups. It illuminated the actors, conditions, and domains in play. Conceptualizations of “nestedness” (Spigel, 2022) with “microfoundations” (Wurth et al., 2022) integrated to see a specific sector (craft brewing) developing within a sub-ecosystem's capacity to help frame and “understand the co-evolution of agents with entrepreneurial ecosystems” (Cho et al., 2022). Additionally, antecedents to the birth of local economies suggest the value of agents involved in evolution of nascent local economies (Cho et al., 2022). These findings reinforce developing literature while presenting opportunities for future studies.

Social implications

Craft breweries in rural and urban environments represent third places within communities. Third places can be recognized as conduits for developing social capital among individuals, groups, and firms. High levels of social capital positively impact communities. These conditions helped anchor tenants thrive and did not occur accidently. They are intentional value propositions of entrepreneurs and ecosystem conditions.

Originality/value

Brewery entrepreneurs were aware of their contribution to social capital value, economic impact (e.g., tax revenue, jobs, space, attraction/destination, etc.), and how these facets interplay as revitalizing anchor tenants (i.e., craft breweries). Insight into how entrepreneurs come to understand and recognize their impact on community through social capital development and the economy can aid in further support ecosystems at the community level.

Details

Journal of Small Business and Enterprise Development, vol. 30 no. 4
Type: Research Article
ISSN: 1462-6004

Keywords

Article
Publication date: 11 August 2023

Timothy I. Ramjaun, Madeleine Pullman, Maneesh Kumar and Vasco Sanchez Rodrigues

This article aims to investigate collaborative procurement as a sourcing strategy amongst competing small enterprises in an effort to reduce their material supply costs through…

Abstract

Purpose

This article aims to investigate collaborative procurement as a sourcing strategy amongst competing small enterprises in an effort to reduce their material supply costs through increased efficiencies, bargaining power and economies of scale.

Design/methodology/approach

A case study approach is applied to a network of breweries that are regionally clustered. Interview data from producers, suppliers and industry experts is inductively interpreted to understand the viability, organisational impact and benefits/limitations of joint procurement activities.

Findings

The craft brewing industry follows a market place strategy of differentiation to achieve competitive advantage. This has supply chain implications that promote raw material diversity, which is in conflict with standardisation – a necessary factor for collective buying. Competition impacts information sharing and governance mechanism, while the structural factors of size asymmetry along and across the supply chain influence returns. These issues impact the potential economic benefits of collaborative procurement.

Research limitations/implications

The research propositions have been developed in a specific industry but are generalisable to other companies with a differentiation strategy, especially in the consumer packaged goods sector.

Practical implications

Enabling conditions and constraints are captured in a framework and capability matrix, which can be used by practitioners to assess industry and product feasibility for collaborative procurement.

Originality/value

Previous studies of collaborative procurement have been in the public sector amongst large organisations. This work focusses on coopetition in the context of small businesses to identify the viability and cost-benefit of this strategy.

Details

International Journal of Operations & Production Management, vol. 44 no. 3
Type: Research Article
ISSN: 0144-3577

Keywords

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