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Provenance representations in craft beer

Robert Bowen, Maggie Miller Orcid Logo

Regional Studies, Pages: 1 - 11

Swansea University Authors: Robert Bowen, Maggie Miller Orcid Logo

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Abstract

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 a...

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Published in: Regional Studies
ISSN: 0034-3404 1360-0591
Published: Informa UK Limited 2022
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa60135
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Abstract: 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.
Keywords: craft beer; provenance; country of origin; terroir; social terroir; resource-based view
College: School of Management
Start Page: 1
End Page: 11