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Provenance representations in craft beer

Bowen, Robert ORCID: and Miller, Maggie 2022. Provenance representations in craft beer. Regional Studies 10.1080/00343404.2022.2092088

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This paper explores the value of provenance representations in the marketing and promotion of craft beers, which have seen an increase in sales in recent years. A cross-comparative analysis of qualitative data from the labels of 118 craft beers in Wales (UK) and 124 in Brittany (France) identifies an abundant use of cultural representations, especially language, symbols and folklore. Findings point to the value of craft brewing in supporting local economies through social terroir, and consumers’ connections to place, which promote social and economic sustainability, and could be harnessed through marketing strategies to stimulate local beer tourism.

Item Type: Article
Date Type: Published Online
Status: In Press
Schools: Business (Including Economics)
Publisher: Taylor and Francis Group
ISSN: 1360-0591
Date of First Compliant Deposit: 22 December 2022
Date of Acceptance: 8 August 2022
Last Modified: 22 Dec 2022 15:00

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