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

M. Marck, S. Ennis, B. Caemmerer

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

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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.
Original languageEnglish
Title of host publicationANZMAC 2016
Subtitle of host publicationMarketing in a Post-Disciplinary Era
EditorsDavid Fortin, Lucie K. Ozanne
Place of PublicationChristchurch, NZ
Pages944-950
Number of pages7
Publication statusPublished - 5 Dec 2016
EventANZMAC 2016: Marketing in a Post-Disciplinary Era - Christchurch, New Zealand
Duration: 5 Dec 20167 Dec 2016

Conference

ConferenceANZMAC 2016
CountryNew Zealand
CityChristchurch
Period5/12/167/12/16

Keywords

  • Scotland
  • brand promotion
  • micro-craft breweries
  • beer
  • craft beer industry
  • SMEs

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  • Cite this

    Marck, M., Ennis, S., & Caemmerer, B. (2016). "My favourite beers to brew, Piña-Colada and Blonde-Voyage": meet the Scottish micro-craft brewers. In D. Fortin, & L. K. Ozanne (Eds.), ANZMAC 2016: Marketing in a Post-Disciplinary Era (pp. 944-950).