Economic Perspectives on Craft Beer: A Revolution in the Global Beer Industry

Abstract

Intro -- Preface -- Contents -- Editors and Contributors -- Units of Measurements -- List of Figures -- List of Tables -- Part I Overview -- 1 Economics of the Craft Beer Revolution: A Comparative International Perspective -- 1.1 Introduction -- 1.2 Defining Craft Breweries and Craft Beer -- 1.2.1 "Gypsy Brewers": Are Contract Breweries Real Craft? -- 1.3 Concentration and Homogenization in the Global Beer Industry 1900-1980 -- 1.4 When Did the Craft Beer Revolution Start? -- 1.5 A Growing Demand for "Different" Beers -- 1.5.1 Demand for Variety: A Reaction to Homogenization in Beer Markets -- 1.5.2 Increasing Income -- 1.5.3 Peer Effects in Beer Consumption and Consumer Associations -- 1.6 Pioneers and Entrepreneurs in Craft Brewing -- 1.7 The Re-emergence of Small Firms in a Concentrated Market: Generalists and Specialists -- 1.8 Legitimization, Information, and Networks -- 1.9 Developing Technology and Capital Markets for Small Brewers -- 1.10 The Geography of Craft Beer -- 1.11 Regulations -- 1.12 The Macrobrewers' Responses to Craft Brewing -- 1.12.1 Craft-Style Beer Production by Macrobrewers -- 1.12.2 Takeover of Craft Brewers -- 1.12.3 Infrastructure Investment, Free Riding, and Consumer Access -- 1.13 Conclusion -- Appendix 1 -- References -- Part II Country Studies -- 2 Craft Beer in the USA: Strategic Connections to Macro- and European Brewers -- 2.1 Evolution of US Craft Brewing -- 2.2 The Early Brewers, Promoters, and Brewmeisters -- 2.2.1 The Early Brewers -- 2.2.2 The Early Promoters -- 2.2.3 The Brewmeister -- 2.3 Marketing and Strategic Interactions Between US Craft and Macrobrewers -- 2.3.1 Marketing Differences Between Craft Brewers and Macrobrewers -- 2.3.2 Macrobrewer Responses and Other Strategic Issues -- 2.4 The European Connection and Back -- 2.5 Conclusion -- Acknowledgment -- References