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Provenance representations in craft beer

Bowen, Robert / Miller, Maggie

This paper explores the value of provenance representations in the marketing and promotion of craft beers, which have seen an increase in sales in recent years. A cross-comparative analysis of qualitative data from the labels of 118 craft beers in Wales (UK) and 124 in Brittany (France) identifies an abundant use of cultural representations, especially language, symbols and folklore. Findings point to the value of craft brewing in supporting local economies through social terroir, and consumers’ connections to place, which promote social and economic sustainability, and could be harnessed through marketing strategies to stimulate local beer tourism.

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Provenance representations in craft beer

Bowen, Robert / Miller, Maggie

This paper explores the value of provenance representations in the marketing and promotion of craft beers, which have seen an increase in sales in recent years. A cross-comparative analysis of qualitative data from the labels of 118 craft beers in Wales (UK) and 124 in Brittany (France) identifies an abundant use of cultural representations, especially language, symbols and folklore. Findings point to the value of craft brewing in supporting local economies through social terroir, and consumers’ connections to place, which promote social and economic sustainability, and could be harnessed through marketing strategies to stimulate local beer tourism.

Provenance representations in craft beer

Bowen, Robert / Miller, Maggie

This paper explores the value of provenance representations in the marketing and promotion of craft beers, which have seen an increase in sales in recent years. A cross-comparative analysis of qualitative data from the labels of 118 craft beers in Wales (UK) and 124 in Brittany (France) identifies an abundant use of cultural representations, especially language, symbols and folklore. Findings point to the value of craft brewing in supporting local economies through social terroir, and consumers’ connections to place, which promote social and economic sustainability, and could be harnessed through marketing strategies to stimulate local beer tourism.

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Titel:

Provenance representations in craft beer

Beteiligte:

Bowen, Robert (Autor:in) / Miller, Maggie (Autor:in)

Erschienen in:

Regional Studies ; 57 ; 1995-2005

Erscheinungsdatum:

03.10.2023

Format / Umfang:

11 pages

ISSN:

0034-3404 , 1360-0591

DOI:

https://doi.org/10.1080/00343404.2022.2092088

Medientyp:

Aufsatz (Zeitschrift)

Format:

Elektronische Ressource

Sprache:

Unbekannt

Schlagwörter:

craft beer , provenance , country of origin , terroir , social terroir , resource-based view , R11

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