Since the 1980s microbreweries in Ontario have gained in popularity, winning over beer drinkers in the province and earning the support of the provincial government that funds the expansion of this creative industry. The Emergence of Ontario Microbreweries, adopting the theoretical perspectives of Margaret Archer and Michel Foucault, looks at the factors explaining the emergence of the craft beer industry. Through the morphogenetic approach, which sees enablements take shape through entrepreneurial pursuits, and disenablements through Foucauldian disciplinary processes, we observe that Ontario microbreweries were constrained by strict government laws. Enforced by the Liquor Control Board of Ontario (LCBO), these laws acted upon the individuals and their ability to consume alcohol both privately and publicly. Over time, the strict governmental regimes which constrained beer drinkers and micro-brewed beer producers gradually transformed to allow for the expansion of microbreweries that create unique, distinct and authentic products that have specific geographic links to community.

The primary aims of this study were to: 1.) determine the conditions which are optimal or detrimental for microbreweries to exist, and 2.) analyze and evaluate the specific beneficial impacts microbreweries have on communities and neighborhoods. Microbreweries and neighborhood taverns play a social, psychological, cultural, and economic role in our local communities which is largely under overlooked. This role is suggested to be in accordance with a movement toward an increasing appreciation for local called “neolocalism.” Using a case study approach, demographic and economic characteristics were analyzed of several neighborhoods in major cities (Chicago, Portland, San Francisco, and Milwaukee) which revealed higher densities, greater percentage of 25 to 34 year olds (the “creative class” according to Richard Florida), and higher rates of education attainment were most pervasive in neighborhoods which supported microbreweries. Interviews of microbrewery owners and patrons revealed microbreweries foster a sense of community, have a higher level of responsibility to the community, and function as social and cultural anchors of the community. However, microbreweries today face a series of zoning, land use, and licensing hurdles which this study argues are endemic to attitudes toward land use planning and alcohol consumption which are antiquated. / Department of Urban Planning

Introduction: In recent years there has been a large increase in the number of microbreweries on the Swedish market. The development has been the opposite compared to what contemporary scientists and economic analysts predicted. The big breweries responded to the success of the microbreweries by offering their own specialty beer, however, without much success. To study the microbreweries from a marketing point of view are therefore of much interest. Purpose: This study intends to contribute to the literature on microbreweries by examining the increase of microbreweries from a marketing point of view. The study will focus on how the microbreweries have chosen to position themselves and identify how they communicate their brand. Theory: The theoretical framework underlying this study consists of an examination of how companies can enter the market and how they can distinguish themselves from competitors. Method: To fulfill the purpose of this study, a method triangulation has been applied. The empirical data were collected using two types of content analysis and through a multiple case study. The empirical data consisted of information from the communication channels used by the microbreweries as well as trend reports from the food industry. Conclusion: The results of the study show that the most common strategy for a company to position themselves on the market is through focus. The result is based on the importance of the place where the brewery was located in terms of how they communicated their brand and how their beer was distributed. By expressing their brand and values in terms of actions and transparency, it is considered to have contributed to the success of the microbreweries in establishing themselves on the market

The present study aims to analyse the marketing strategies of Swedish microbreweries and relate them to the entrepreneurial principles of effectuation and causation. The authors investigated eight microbreweries in Mälardalsregionen of Sweden, conducting interviews with members of the founding team or the management team at the microbreweries. The results of the study show that most breweries used effectual principles to describe their marketing efforts. Two effectual principles in particular, bird-in-hand and affordable loss, were shown to be present throughout the sample. Furthermore, most microbrewery founders did not give a lot of importance to marketing and considered it to be a part of everyday activities of the brewery rather than a separate organisational function. There was a direct correlation between the size of the microbrewery and its debts, and the marketing efforts of the microbrewery. Based on these results, the authors propose: (1) Microbrewery founders use effectual logics more than causational logics in their marketing efforts; and (2) Microbrewery founders with unawareness or lack of knowledge of the causational methods are more likely to go about their marketing activities using effectual logic.

A phenomenon of microbreweries starting their business in clusters have been seen in several countries all around the world. This study investigates this phenomenon with a case study in Bengaluru, South India. The study focuses on examining how neighbouring microbreweries affect each other's businesses and if they can be seen as a cluster. This is done by drawing conclusions on how the different microbreweries work with and are influenced by the following categories; location, innovation, collaboration, competition and customers. It is an explorative study where seven microbreweries were interviewed. The study concludes that the categories correlate and that the microbreweries' close location affect their strategic choices. It can be seen that they in some ways do not work together as a cluster. The competition can be seen without any collaboration.

Under de senaste årtiondet har mikrobryggerier runt om i världen tagit allt större marknadsandelar från nationella och internationella bryggerier. Trots en växande marknad är marknadsklimatet däremot långt ifrån idealiskt för många småbryggare. Lönsamheten är låg och marknaden präglas av hårdare konkurrens. Att upprätthålla konkurrenskraft är därmed allt viktigare för mikrobryggeriernas överlevnad. För att skapa konkurrenskraft är det fördelaktigt att ha god förståelse för konsumenten. Då tidigare forskning pekar på att strävan efter autenticitet är en betydande del av konsumtionen finns det två kritiska frågor när det kommer till konsumentinsikt inom marknaden. Varför väljer konsumenter ett specifikt varumärke inom hantverksöl? Vilka egenskaper är mest inflytelserika för att en konsument ska uppfatta ett varumärke inom hantverksöl som autentiskt? En kvalitativ studie genomfördes för att få svar på dessa frågor. Utifrån studiens analys och resultat är sociokulturella och transformativa motiv framträdande i konsumtionen. Valet av varumärke påverkas starkt av sociala influenser, kvalitet och exogena faktorer som smak och identitet. Lokal anknytning till varumärket är en framträdande variabel i köpbeslutet. Faktorer som påverkar intrycket av autenticitet är en blandning av egenskaper som kvalitet, värderingar, historia. Respondenterna grundar sin bedömning både på känsla och objektiv information. Det emotionella intrycket tenderar däremot att ha en större effekt på studiens deltagare. Avslutningsvis framgår det att trovärdighet är en avgörande aspekt för att ett varumärke inom hantverksöl ska kunna upprätthålla ett autentiskt intryck. / During the last decade microbreweries have been steadily gaining market share from the large national and international beer breweries. However, despite a growing market the current state is not ideal for most brands seeking to expand their operation. For instance, the market is characterized by fragmentation and there is a widespread agreement that consumers are enchanted by novelty. Still, little is know about the craft beer consumer. As previous research conclude that consumption of craft products is closely associated with the search for authenticity two critical questions emerge in terms customer insight. Why do consumers choose a specific craft beer brand? What influences a consumer to ascribe authenticity to a craft beer brand? A qualitative study was conducted to address these questions. Based on the analysis of the results the consumption is catalysed by an interworking process of taste, socio-cultural and psycho-transformative needs. The choice of brand is strongly influenced by quality, social stimuli and exogenous variables such as taste and self-congruity. A sense of local identity tends to evoke strong self-congruity effects. Variables underpinning authenticity includes a mixture of properties such as quality, values, brand heritage. While respondents draw on both indexical and icon cues to base judgements, iconic cues tends to generate strong effects in first encounter with brands. Finally, credibility in all forms is shown to be crucial in order to sustain an authentic impression as a Swedish craft beer brand.

Background: Microbreweries are a rapid and emergent alternative in the alcoholic beverage industry. Understanding resource selection, development, and management with their institutional context and capital are critical for microbreweries to develop sustained competitive advantage in a difficult industry. Therefore, using Oliver’s (1997) and Bresser and Millonig’s (2003) integration of resource capital and institutional capital, the researchers identified a gap in the literature and were interested in exploring how Swedish microbreweries select and manage resource and institutional capital in their competitive context and identify challenges to existing literature.                  Purpose: The purpose of this study is to explore and investigate how Swedish microbreweries select, develop, and manage institutional and resource-based capital. The study looks to explain the internal strategy process and factors affecting the microbrewery’s decisions.     Method: The study is an exploratory approach by combining existing theoretical frameworks and empirical data. Empirical data was collected through a qualitative research method consisting of seven semi-structured interviews and analysed with the thematic analysis technique.   Conclusion: The authors propose an amendment to Oliver’s (1997) model that links the empirical data and existing literature. In this context, collaborations and brewery networks are an important overarching dynamic that influences the procurement and management of resource capital and institutional capital. The dominant nature of collaborations and brewery networks is instrumental in the success of the microbrewery in question as it provides access to valuable resources and knowledge development crucial to achieving a sustained competitive advantage. This model can be used in the understanding of the overlapping factors facing the Swedish microbrewing industry.

Submitted by Maicon Juliano Schmidt (maicons) on 2015-06-16T17:44:18Z No. of bitstreams: 1 Débora Gastaldello_.pdf: 698623 bytes, checksum: 52b02eaa2ca0593784940f8ac7a28ae5 (MD5) / Made available in DSpace on 2015-06-16T17:44:18Z (GMT). No. of bitstreams: 1 Débora Gastaldello_.pdf: 698623 bytes, checksum: 52b02eaa2ca0593784940f8ac7a28ae5 (MD5) Previous issue date: 2015-02-27 / UNISINOS - Universidade do Vale do Rio dos Sinos / Nos últimos anos, com a globalização do mercado, o consumidor passou a ter acesso a uma grande diversidade de produtos. Isso tem provocado uma mudança no perfil alimentar do consumidor, o qual busca no mercado produtos diferenciados. Em relação ao mercado cervejeiro, a produção da cerveja artesanal também vem crescendo, oportunizando a produção de diferentes tipos de cervejas para um público cada vez mais exigente. Pensando nesse mercado, este trabalho teve por objetivo avaliar a presença de micro-organismos em equipamentos utilizados no processo de produção da cerveja, bem como avaliar as microcervejarias nos requisitos de Boas Práticas. A pesquisa foi realizada em três microcervejarias, denominadas A, B e C, onde foram pesquisados quatro equipamentos que entram em contato com a cerveja direta ou indiretamente após a fervura do mosto cervejeiro. Foram identificados diferentes micro-organismos em duas microcervejarias, e o percentual de adequação dos requisitos legais referente às Boas Práticas de Fabricação foram respectivamente 77%, 93% e 91%. Os resultados mostram que a aplicação de Boas Práticas é essencial na garantia de um produto de qualidade, em especial, a sanitização dos equipamentos e utensílios. / In recent years, the market globalization promoted wide access to new products to consumers. This has caused a shift in consumer food profile, who seeks to differentiated products. Craft beer production is also growing in quantity and variety, influenced by the new consumer increasingly demanding. Thinking in this market, this study aimed to evaluate the presence of microorganisms in equipment of the beer production process and evaluate the microbreweries in Good Manufacturing Practices. This work was conducted in three microbreweries, named A, B and C, analyzing four equipment that comes into contact directly or indirectly with beer after brewing the beer wort. The research identified different microorganisms in the two microbreweries, which showed percentage of adequacy of legal requirements relating to Good Manufacturing Practices respectively of 77%, 93% and 91%. The results show that the application of Good Practices of Manufactory is essential to quality insurance, especially the sanitization of equipment and utensils.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-09-15T12:52:24Z No. of bitstreams: 1 Renan Carvalho Cruz_.pdf: 1400581 bytes, checksum: 16d1afcd923785540fd7a91caa95a865 (MD5) / Made available in DSpace on 2016-09-15T12:52:24Z (GMT). No. of bitstreams: 1 Renan Carvalho Cruz_.pdf: 1400581 bytes, checksum: 16d1afcd923785540fd7a91caa95a865 (MD5) Previous issue date: 2016-05-31 / Nenhuma / O presente trabalho foi realizado com o objetivo de entender o desenvolvimento do mercado das microcervejarias em Porto Alegre. Apesar de hoje observar-se diversas microcervejarias, bares de cervejas artesanais e eventos que promovem essa cultura por toda cidade, os acontecimentos e agentes responsáveis por conduzir esse mercado até o presente momento não estavam claros. Este trabalho se propôs a identificar estes marcos e atores possibilitando uma análise sobre o desenvolvimento desse mercado através das lentes da CCT. Essa corrente teórica foi escolhida por propiciar uma investigação sobre a formação de mercados enquanto uma construção social, dando ênfase não somente às ações das empresas e sim a todos os atores que contribuíram ativamente para a emergência desse mercado. Esse posicionamento teórico tem ganhado cada vez mais força pois observamos o surgimento de diversos trabalhos que fazem uso da CCT em conjunto com outros instrumentos advindos das teorias sociais, como a legitimação, cooptação, comoditização e teoria ator-rede. Este estudo se beneficiou das propostas de análise de mercado de Martin e Schouten (2014), pois segundo os autores um mercado é um movimento que pode ter sua origem influenciada pelas ações de uma empresa ou pelos consumidores e práticas de consumo. Essa ótica foi escolhida pois desde o início da pesquisa acreditou-se que o mercado em questão era um movimento impulsionado pelos cervejeiros caseiros. A pesquisa mostrou que o mercado das cervejas artesanais na cidade de Porto Alegre tem sua origem em meados da década de 90, período em que ocorreu o surgimento da primeira microcervejaria do Brasil na capital gaúcha e também o aparecimento dos primeiros fornecedores de insumos do país. O início da constituição dos alicerces que sustentaram o crescimento desse mercado tem uma forte influência de grandes empresas, o que foi constatado através de dados obtidos que ilustram seus interesses no potencial do nosso mercado anos antes do início do seu crescimento acentuado. Mas foi apenas quando ocorreu a união dos cervejeiros caseiros que o mercado começou a ser estabelecido devido ao surgimento de entidades como a Acerva Gaúcha e a AGM que suportam as práticas e interesses dessa comunidade. Durante a exposição dos resultados, fica clara a maior quantidade de evidências de um movimento de emergência de mercado direcionado por consumidores e suas comunidades em detrimento a um processo conduzido pelas empresas. Diferente dos estudos que fundamentaram a teoria deste trabalho, conseguiu-se mostrar que mesmo mercados conduzidos por consumidores podem ter grande influência de empresas e que essa dinâmica pode ocorrer de forma pacífica. / This study intends to understand the development of microbreweries market in Porto Alegre. Although today we can easily observe several microbreweries, craft beers bars and events that promotes this culture all over the city, the milestones and agents responsible for conducting this market until the present scenario was not clear. This study aimed to identify these milestones and actors enabling an analysis of the development of this market through the lens of CCT. This theoretical stream was chosen to enable an investigation about market emergence as a social construction, emphasizing not only the actions of firms but all stakeholders that actively contributed to the emergence of this market. This theoretical position has obtained an increasing strength as we observe the emergence of several works that make use of CCT in conjunction with other instruments that arose from social theories such as legitimation, cooptation, commoditization and actor-network theory. This study benefited from the proposals of Martin and Schouten (2014) market analysis, according to them a market is a movement that may have its origin influenced by the actions of the firms or by consumers and consumption practices. This perspective was chosen because since the beginning of this research it was believed that the selected market was a movement driven by home brewers. The research has shown that the craft beers market in the city of Porto Alegre has its origin in the mid-90s, a period which had the emergence of the first microbrewery of Brazil in the capital of Rio Grande do Sul and also the appearance of the first supplier of brewers inputs. The beginning of the establishment of the foundations that supported the growth of this market had a great influence of large firms, this was found through obtained data that illustrates a large foreign interest in the potential of our market many years before we had the emergence of more microbreweries and all other actors who are part of the community of craft beers. But it was only when the union of homemade brewers occurred that the market began to be established through the emergence of entities such as Acerva Gaúcha and AGM that supports the practices and interests of this community. During the exhibition of the results became clear the greatest amount of evidences of a market emergence driven by consumers and their communities over a market development driven by firms. Unlike the studies that supported the theoretical foundation of this work, we demonstrated that even markets led by consumption can have a great influence of firms and these dynamics can occur peacefully.

"What's on Tap, Texas?" is an exploration of the interrelated worlds of the home brewer and the craft brewer in Texas.