Suchergebnisse

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

This book investigates the birth and evolution of craft breweries around the world. Microbrewery, brewpub, artisanal brewery, henceforth craft brewery, are terms referred to a new kind of production in the brewing industry contraposed to the mass production of beer, which has started and diffused in almost all industrialized countries in the last decades. This project provides an explanation of the entrepreneurial dynamics behind these new firms from an economic perspective. The product standardization of large producers, the emergence of a new more sophisticated demand and set of consumers, the effect of contagion, and technology aspects are analyzed as the main determinants behind this 'revolution'. The worldwide perspective makes the project distinctive, presenting cases from many relevant countries, including the USA, Australia, Japan, China, UK, Belgium, Italy and many other EU countries.--