Exploring the relative importance of consumer motives when purchasing craft and premium beer, and the ignored role of intermediaries : a preliminary analysis with British consumers

Waehning, Nadine and Brighty, Keith and Karampela, Maria (2017) Exploring the relative importance of consumer motives when purchasing craft and premium beer, and the ignored role of intermediaries : a preliminary analysis with British consumers. In: Beeronomics 2017, 2017-06-12 - 2017-06-15.

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Abstract

The beer industry has seen substantial growth in the “craft beers” sector. According to Euromonitor (2015) the number of Microbreweries in the UK more than doubled between 2010 and 2015. These numerous small businesses have established microbreweries to sell a range of high quality beers, often limiting themselves to selling within their own region. The brewers often market their products by emphasising some element of the heritage of the area in which they are operating or by trying to create some heritage around the type of brew they are making.

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• Item metadata

  Item type:	Conference or Workshop Item(Paper)
  ID code:	63807
  Dates:	Date Event 13 June 2017 Published 2 March 2017 Accepted
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Pure Administrator
  Date deposited:	23 Apr 2018 13:45
  Last modified:	09 Apr 2024 06:28
  Related URLs:	Event
  URI:	https://strathprints.strath.ac.uk/id/eprint/63807