"My favourite beers to brew, Piña-Colada and Blonde-Voyage" : meet the Scottish micro-craft brewers

Marck, M. and Ennis, S. and Caemmerer, B.; Fortin, David and Ozanne, Lucie K., eds. (2016) "My favourite beers to brew, Piña-Colada and Blonde-Voyage" : meet the Scottish micro-craft brewers. In: ANZMAC 2016. Australian and New Zealand Marketing Academy, NZL, pp. 944-950. ISBN 9780473376604

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Abstract

The aim of this working paper is to investigate the branding strategies of the micro-craft breweries in Scotland who have less than five employees. Key contributions of this qualitative research has been the ability to interview the brew masters or their brand. The contribution to marketing academics and industry practitioners is exploring the unique branding strategies and practices originating from this artisan industry. Micro-craft breweries in the Scotland have created employment and export opportunities while fulfilling innovative brand experiences for beer lovers who are seeking a quality, differentiated product while supporting local businesses that have grown one pint at a time.

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