The craft beer sector : challenges and potentialities

Wilson, Juliette and Karampela, Maria (2018) The craft beer sector : challenges and potentialities. In: European Marketing Academy Conference 2018, 2018-05-29 - 2018-06-01, University of Strathclyde. (In Press)

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    Abstract

    The craft beer industry is a high-growth sector, which is 'anarchistically' challenging the dominant oligopolistic position of consolidated large-scale industrial producers. Europe is the world’s second largest producer of beer, after China and is thus an excellent context for studying this sector, offering a range of national research sites where consumers continue to respond very positively to the diversity, quality, and camaraderie of craft brewing. This Special Session presents findings from current research in the sector; discussing challenges and opportunities for the European sector as a whole and also detailed discussion of key areas of importance within individual countries within Europe.