Sense of place expressions in Welsh craft beer branding: Identity, neolocalism and social terroir

Miller, Maggie and Bowen, Robert ORCID: https://orcid.org/0000-0002-8492-2701 2023. Sense of place expressions in Welsh craft beer branding: Identity, neolocalism and social terroir. Patterson, Mark W. and Hoalst-Pullen, Nancy, eds. The Geography of Beer: Policies, Perceptions, and Place, Cham, Switzerland: Springer, pp. 205-214. (10.1007/978-3-031-39008-1_16)

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Abstract

This research explores how place associations create a sense of place as an effective way in branding craft beers. While previous research has explored connections between a sense of place and craft beer brands, the focus here is on the label as the most significant representation of the brand, and the most persuasive cue in the branding of the craft beer. Data are gathered from the labels of 717 craft beers from 118 craft breweries in Wales, UK, as a place with a strong tradition for brewing. Findings point to the persuasiveness of craft beer labels in communicating the brand. This includes local, regional, national, or even no expressions of place. Such expressions afford new understandings around the ways in which practitioners can use their branding and how it could be optimised for their intended market, depending on the focus of the brewery on local, domestic or international markets.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
Publisher:	Springer
ISBN:	9783031390074
Date of First Compliant Deposit:	7 December 2023
Last Modified:	15 Apr 2024 11:55
URI:	https://orca.cardiff.ac.uk/id/eprint/164613

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