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

Nadine Waehning, Keith Brighty, Maria Karampela

Research output: Contribution to conferencePaper

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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.
Original languageEnglish
Number of pages8
Publication statusPublished - 13 Jun 2017
EventBeeronomics 2017 - Copenhagen, Denmark
Duration: 12 Jun 201715 Jun 2017

Conference

ConferenceBeeronomics 2017
CountryDenmark
CityCopenhagen
Period12/06/1715/06/17

Fingerprint

Purchasing
Intermediaries
Premium
Relative importance
Heritage
Industry
Product market
Small business

Keywords

  • consumer motives
  • microbreweries
  • brand
  • UK

Cite this

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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; Brighty, Keith; Karampela, Maria.

2017. Paper presented at Beeronomics 2017, Copenhagen, Denmark.

Research output: Contribution to conferencePaper

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