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Crafty marketing: an evaluation of distinctive criteria for “craft” beer

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dc.contributor.author Morgan, Dyfed Rhys
dc.contributor.author Lane, Eifiona Thomas
dc.contributor.author Styles, David
dc.date.accessioned 2021-08-03T13:32:05Z
dc.date.available 2021-08-03T13:32:05Z
dc.date.issued 2020
dc.identifier.citation Morgan, Dyfed Rhys and Thomas Lane, Eifiona and Styles, David (2020) 'Crafty Marketing: An Evaluation of Distinctive Criteria for â Craftâ Beer'. Food Reviews International, :1-17. en_US
dc.identifier.uri http://hdl.handle.net/10344/10434
dc.description peer-reviewed en_US
dc.description.abstract There is increasing consumer demand for craft beer, and for clarification of its definition in the face of widespread (mis)marketing. In recent years many small scale and independent breweries have been purchased by large brewing organisations vying to get a share of the growing and profitable niche market in craft beer. This raises the question of whether the beer produced by such breweries can still be defined as “craft”. Are there other factors that should be taken into consideration when defining genuine craft breweries? From the perspective of a consumer who seeks a craft product, little is known about how and where the beer is produced, and when labels are taken at face value there is a greater responsibility for retailers to distinguish between craft and mainstream beers. In this paper, we explore the conceptual and practical aspects of defining craft beer, with reference to definitions established by various national industry associations. en_US
dc.language.iso eng en_US
dc.publisher Taylor and Francis en_US
dc.relation.ispartofseries Food Reviews International;
dc.relation.uri https://doi.org/10.1080/87559129.2020.1753207
dc.rights This is an Author's Accepted Manuscript of an article whose final and definitive form, the Version of Record, has been published in Food Reviews International 2020 copyright Taylor & Francis, available online at: https://doi.org/10.1080/87559129.2020.1753207 en_US
dc.subject breweries en_US
dc.subject microbreweries en_US
dc.subject authenticity en_US
dc.subject ales en_US
dc.subject provenance en_US
dc.subject sustainable sourcing en_US
dc.title Crafty marketing: an evaluation of distinctive criteria for “craft” beer en_US
dc.type info:eu-repo/semantics/article en_US
dc.type.supercollection all_ul_research en_US
dc.type.supercollection ul_published_reviewed en_US
dc.date.updated 2021-08-03T13:20:45Z
dc.identifier.doi 10.1080/87559129.2020.1753207
dc.contributor.sponsor Welsh Government’s European Social Fund (ESF) en_US
dc.rights.accessrights info:eu-repo/semantics/openAccess en_US
dc.internal.rssid 2961559
dc.internal.copyrightchecked No
dc.identifier.journaltitle Food Reviews International
dc.description.status peer-reviewed


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