Case Studies in the Beer Sector

Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several countries to outline the global context within which the beer industry is developing. Real-life examples on how innovation and differentiation strategies affect consumer perceptions of beer are included, along with the relationship among breweries throughout the supply chain. Sections cover business strategy, sustainability, and how breweries are meeting the increasing demand for sustainable production processes.

While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy.

• Investigates contemporary managerial and marketing dynamics in the beer sector
• Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries
• Includes case studies that provide the reader with real-life examples on how to apply concepts discussed
• Offers a global, cross-cultural perspective on the beer sector in different countries and continents

Dr. Roberta Capitello, PhD, is an associate professor at the Department of Business Administration, University of Verona, Italy, where she teaches wine economics and food and wine marketing. Her research focuses on consumer behavior, marketing, communication and sustainability in the food and beverage industry. Her publications include academic journal articles and book chapters on subjects such as wine demand in new markets, Generation Y’s attitude towards wine, food and wine consumer behavior, and marketing and communication strategies in the food and wine businesses. She is a project coordinator of the H2020 SUSFOOD2 ERA-Net project “SUSCHOICE: Towards sustainable food and drink choices among European young adults” (2018-2021).

Dr. Natalia Maehle is an associate professor at the Mohn Centre for Innovation and Regional Development, Western Norway University of Applied Sciences, Bergen, Norway. She received her PhD in marketing from the Norwegian School of Economics, Bergen, Norway in 2008. Her research areas include marketing, consumer behavior, brand management, digital economy, innovation, and entrepreneurship. Dr. Maehle has published widely, in international journals such as Journal of Marketing, European Journal of Marketing, Journal of Marketing Communications, Journal of Consumer Behaviour, International Journal of Market Research and Journal of Product & Brand Management.