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.
ORCID iDs
Waehning, Nadine, Brighty, Keith and Karampela, Maria ORCID: https://orcid.org/0000-0002-5975-4531;-
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Item type: Conference or Workshop Item(Paper) ID code: 63807 Dates: DateEvent13 June 2017Published2 March 2017AcceptedSubjects: 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: 27 Sep 2024 00:28 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/63807