University of Limerick
Browse
Styles_2020_Crafty.pdf (559.02 kB)

Crafty marketing: an evaluation of distinctive criteria for “craft” beer

Download (559.02 kB)
journal contribution
posted on 2021-08-03, 13:32 authored by Dyfed Rhys Morgan, Eifiona Thomas Lane, David Styles
There is increasing consumer demand for craft beer, and for clarification of its definition in the face of widespread (mis)marketing. In recent years many small scale and independent breweries have been purchased by large brewing organisations vying to get a share of the growing and profitable niche market in craft beer. This raises the question of whether the beer produced by such breweries can still be defined as “craft”. Are there other factors that should be taken into consideration when defining genuine craft breweries? From the perspective of a consumer who seeks a craft product, little is known about how and where the beer is produced, and when labels are taken at face value there is a greater responsibility for retailers to distinguish between craft and mainstream beers. In this paper, we explore the conceptual and practical aspects of defining craft beer, with reference to definitions established by various national industry associations.

History

Publication

Food Reviews International;

Publisher

Taylor and Francis

Note

peer-reviewed

Other Funding information

Welsh Government’s European Social Fund (ESF)

Rights

This is an Author's Accepted Manuscript of an article whose final and definitive form, the Version of Record, has been published in Food Reviews International 2020 copyright Taylor & Francis, available online at: https://doi.org/10.1080/87559129.2020.1753207

Language

English

Usage metrics

    University of Limerick

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC