From reviving tradition to fostering innovation and changing marketing: the evolution of micro-brewing in the UK and US, 1980–2012

Cabras, Ignazio and Bamforth, Charles (2016) From reviving tradition to fostering innovation and changing marketing: the evolution of micro-brewing in the UK and US, 1980–2012. Business History, 58 (5). pp. 625-646. ISSN 0007-6791

Full text not available from this repository. (Request a copy)

Abstract

The purpose of this article is to explore and examine the impressive growth of small and micro-breweries registered in the UK and US from the early 1980s. While the majority of British and American breweries continue to operate in spatially restricted areas and niche markets, a few businesses expanded significantly in terms of production and turnover, gradually acquiring larger shares of the market and competing with multinational producers at home as well as abroad. The cases of BrewDog and Sierra Nevada, used as case study examples in this article, provide an original account on how once-upon-a-time micro-breweries grew into well established companies by pursuing aggressive strategies in terms of marketing and innovation respectively.

Item Type:	Article
Uncontrolled Keywords:	micro-breweries, industry concentration and segment markets, real ales and craft beers, British and American beer industries
Subjects:	N100 Business studies
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Users 6424 not found.
Date Deposited:	01 Jun 2015 10:24
Last Modified:	19 Nov 2019 09:48
URI:	http://nrl.northumbria.ac.uk/id/eprint/22721

Downloads