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Case Studies in the Beer Sector - 1st Edition - ISBN: 9780128177341, 9780128177358

Case Studies in the Beer Sector

1st Edition

Editors: Roberta Capitello Natalia Maehle
Paperback ISBN: 9780128177341
eBook ISBN: 9780128177358
Imprint: Woodhead Publishing
Published Date: 8th September 2020
Page Count: 390
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Table of Contents

Introduction: Global trends in the beer market

Part I. Beer market: Factors and trends
1. Industrial beer versus craft beer: Definitions and nuances
2. Understanding the behaviour of beer consumers
3. Craft beers and breweries in the UK: where now, what next?
4. Craft brewery and tourism best-practices across the product lifecycle

Part II. Case studies on Consumer Science and Product Innovation and Differentiation
5. From drinking beer to experiencing beer: the British Beer Market and the Castle Rock Brewery Case
6. Sites of consumption and sights of production: brew bars and craft beer in the city
7. Bira 91 - The Spring of Magic
8. The Sleeping Dragon: Investigating the "Chinese Craft Beer Revolution" through the Lens of Generational Cohorts
9. Category convergence and product innovation: the competitive scenario for microbreweries
10. A barnacle-flavored beer? Consumer acceptance of flamboyant tastes in the brewery industry

Part III. Case studies on Consumer Science and Business Strategy
11. Beer Farms in Tuscany: a case study
12. Craft and agricultural brewing in the Marche region: Theoretical and empirical implications of global versus local sourcing
13. How the Gastro-communitas Spirit of Craft Breweries Can Anchor and Shape Broader Gastro-tourism Destination Development: 12 Factors for Brewery Driven Gastro-Development
14. The Case of "Birra Korça" – an Albanian Success Story

Part IV. Sustainability in the beer sector: Concepts and practices
15. Sustainable brewing practices in Norway: Using local ingredients and traditional brewing techniques
16. Sustainable value: the perspective of microbreweries in peripheral northern areas
17. Craft Beer in the land of the Purity Law – The German beer industry and the purity requirement in the course of time
18. The Social Ethics of Craft Consumption. The Case of Craft Beer in a Regulated Market
19. Integrating Sustainability in the Romanian Beer Industry. Case Study: URSUS Breweries
20. Concepts and practices of sustainable craft beer in Italy: A case study analysis
21. Strategical implications and future developments for the beer sector


Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several countries to outline the global context within which the beer industry is developing. Real-life examples on how innovation and differentiation strategies affect consumer perceptions of beer are included, along with the relationship among breweries throughout the supply chain. Sections cover business strategy, sustainability, and how breweries are meeting the increasing demand for sustainable production processes.

While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy.

Key Features

  • Investigates contemporary managerial and marketing dynamics in the beer sector
  • Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries
  • Includes case studies that provide the reader with real-life examples on how to apply concepts discussed
  • Offers a global, cross-cultural perspective on the beer sector in different countries and continents


Marketing, communication, and R&D managers in the beer sector; entrepreneurs and managers of craft and micro-breweries; undergraduate and postgraduate students studying business, agriculture, and food engineering and technology; academics in the field of agribusiness, applied marketing, and business strategy


No. of pages:
© Woodhead Publishing 2021
8th September 2020
Woodhead Publishing
Paperback ISBN:
eBook ISBN:

Ratings and Reviews

About the Editors

Roberta Capitello

Dr. Roberta Capitello, PhD, is an associate professor at the Department of Business Administration, University of Verona, Italy, where she teaches wine economics and food and wine marketing. Her research focuses on consumer behavior, marketing, communication and sustainability in the food and beverage industry. Her publications include academic journal articles and book chapters on subjects such as wine demand in new markets, Generation Y’s attitude towards wine, food and wine consumer behavior, and marketing and communication strategies in the food and wine businesses. She is a project coordinator of the H2020 SUSFOOD2 ERA-Net project “SUSCHOICE: Towards sustainable food and drink choices among European young adults” (2018-2021).

Affiliations and Expertise

University of Verona, Verona, Italy

Natalia Maehle

Dr. Natalia Maehle is an associate professor at the Mohn Centre for Innovation and Regional Development, Western Norway University of Applied Sciences, Bergen, Norway. She received her PhD in marketing from the Norwegian School of Economics, Bergen, Norway in 2008. Her research areas include marketing, consumer behavior, brand management, digital economy, innovation, and entrepreneurship. Dr. Maehle has published widely, in international journals such as Journal of Marketing, European Journal of Marketing, Journal of Marketing Communications, Journal of Consumer Behaviour, International Journal of Market Research and Journal of Product & Brand Management.

Affiliations and Expertise

Mohn Centre for Innovation and Regional Development at Western Norway University of Applied Sciences, Bergen, Norway