Craft beer is made by small, independent breweries and has a higher level of quality than mass-produced beer. This can be seen in the ingredient choices used to brew beer, such as wheat or corn, and the way in which the brewing process is done.
Craft beers are also more environmentally friendly than mass-produced beer, as they use a variety of techniques to produce the final product and reduce waste. This includes using composting, reusing spent grain and even alternative energy sources.
The craft beer market has grown rapidly over the last few years, attracting a large number of new entrants and consumers alike. However, it remains a relatively small part of the overall beer market.
Despite the growth of the craft beer industry, it is still facing challenges related to distribution, and many small brewers are struggling to get their brands out there on a regular basis. Most of the distributors in the US are tied to brewing giants like Anheuser-Busch InBev or Molson Coors, so it is often difficult for smaller breweries to break through.
This is a major concern for some craft brewers, who are facing competition from large beer companies that have recently begun to aggressively acquire smaller, independent breweries in order to expand their reach. Moreover, it is becoming more difficult for craft brewers to maintain consistency in the production of their lines, which can be detrimental to potential sales.
This research seeks to evaluate how the different identities of craft beers align with local, regional and international development prospects, with a particular emphasis on social terroir. It aims to explore the opportunities that craft beers could draw upon the place resources associated with terroir, particularly food tourism, to develop their identity and identify markets for their brands.