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.
|Title of host publication||ANZMAC 2016|
|Subtitle of host publication||Marketing in a Post-Disciplinary Era|
|Editors||David Fortin, Lucie K. Ozanne|
|Place of Publication||Christchurch, NZ|
|Number of pages||7|
|Publication status||Published - 5 Dec 2016|
|Event||ANZMAC 2016: Marketing in a Post-Disciplinary Era - Christchurch, New Zealand|
Duration: 5 Dec 2016 → 7 Dec 2016
|Period||5/12/16 → 7/12/16|
- brand promotion
- micro-craft breweries
- craft beer industry
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).