Geography and branding in the craft beer industry

2023/10/24 by Ryan M. Hynes, Dieter F. Kogler · 1 voice
Business, Management and Accounting · Social Sciences · Agricultural and Biological Sciences · #Wine Industry and Tourism #Diverse Aspects of Tourism Research #Organic Food and Agriculture

paper · doi:10.1080/00343404.2023.2255618

Abstract

Place-based branding strategies are important marketing tools for both regions and firms and take advantage of consumers’ embrace of the local in response to globalisation. Craft-brewing is a particularly salient user of these strategies and provides ample data. We use a dataset of breweries, their marketing language and their consumer ratings to study the effectiveness of place-based branding. We use named entity recognition to count references to geography, and measure how these references impact ratings. We find a strong, positive link between the number of place-based labels and a brewery’s rating, suggesting consumers are receptive to placed-based branding.

Citations

• ‘Brewing the Truth’: Craft Beer, Class and Place in Contemporary London

Discussions

• Geography and branding in the craft beer industry (doi.org/10.1080/0034...) published in @regionalstudies.bsky.social shows that place-based branding strategies are important marketing tools for regio [bsky, 13 points, 1 comments]

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