A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Provenance representations in craft beer
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
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 (author) / Miller, Maggie (author)
Regional Studies ; 57 ; 1995-2005
2023-10-03
11 pages
Article (Journal)
Electronic Resource
Unknown
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