Case studies in the beer sector.

Case studies in the beer sector.

Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several co...

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Bibliographic Details
Main Author: Capitello, Roberta
Other Authors: Maehle, Natalia
Format: Electronic eBook
Language:English
Published: San Diego : Elsevier Science & Technology, 2021.
Series:Woodhead Publishing series in consumer science and strategic marketing.
Subjects:
Beer industry > Management > Case studies.
Case studies
Online Access:CONNECT
Table of Contents:
  • Front Cover
  • Case Studies in the Beer Sector
  • Copyright Page
  • Contents
  • List of contributors
  • Acknowledgments
  • Introduction: Global trends in the beer market
  • Purpose of the book
  • Overview of the chapters and their contribution
  • References
  • I. Beer market: factors and trends
  • 1 Industrial beer versus craft beer: definitions and nuances
  • 1.1 Introduction
  • 1.2 How beer is made
  • 1.3 Craft beer versus industrial beer
  • 1.4 Changes in the global beer market
  • 1.5 The "Japanese beer wars": an example of market change
  • 1.6 Trends in the global beer market
  • 1.7 Conclusion: the role of consumers
  • References
  • Consulted websites
  • 2 Understanding the behavior of beer consumers
  • 2.1 Introduction
  • 2.2 Study objective
  • 2.3 Study method
  • 2.4 Results
  • 2.4.1 Beer demand, policy design, and public health concerns
  • 2.4.2 Sensory perceptions, preferences, and emotional responses to beer
  • 2.4.3 Beer consumer attitudes, perceptions, and choices
  • 2.4.4 New trends in beer consumption
  • 2.5 Discussion
  • 2.6 Conclusion
  • Acknowledgement
  • References
  • 3 Craft beers and breweries in the United Kingdom: where now, what next?
  • 3.1 Introduction
  • 3.2 Real ales and craft breweries in the United Kingdom
  • 3.3 British beer festivals: place branding and tourism
  • 3.4 Exporting Britishness with beers
  • 3.5 United Kingdom craft breweries: what next?
  • References
  • Further reading
  • 4 Craft breweries and tourism best practices across the life cycle
  • 4.1 Introduction
  • 4.2 Literature review
  • 4.3 Method
  • 4.4 Results
  • 4.4.1 Tourism practices one: Tasting bars and tours
  • 4.4.2 Tourism practices two: Festival participation
  • 4.5 Discussion
  • 4.5.1 Implications for theory
  • 4.5.2 Implications for managers
  • 4.6 Conclusion
  • References
  • II. Case studies on consumer science and product innovation and differentiation
  • 5 From drinking beer to experiencing beer: the British beer market and the Castle Rock Brewery case
  • 5.1 Introduction: The British beer market
  • 5.2 The Castle Rock Brewery experience
  • 5.2.1 Anticipation of trends
  • 5.2.2 Continuous reinvention
  • 5.2.3 Customers education
  • 5.2.4 Community engagement
  • 5.3 Conclusion: Case learnings
  • References
  • 6 Sites of consumption and sights of production: brew bars and craft beer in the city
  • 6.1 Introduction: the rise of craft beer and more-than-commodity production
  • 6.2 Crafting consumption: the glocalization of barscapes
  • 6.3 Spatializing the craft beer product life cycle: a typology
  • 6.3.1 Stage 1: Precraft-globalized production and consumption
  • 6.3.2 Stage 2: Pioneer-experimentation and early adopters
  • 6.3.3 Stage 3: Early boom-consolidation and competition
  • 6.3.4 Stage 4: Late boom-differentiation and concentration
  • 6.3.5 Stage 5: Postcraft-oligopolistic competition and homogenized differentiation
  • 6.4 Sites of consumption: the "barscape" in Wellington

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