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From reviving tradition to fostering innovation and changing marketing: the evolution of micro-brewing in the UK and US, 1980–2012

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  • Ignazio Cabras
  • Charles Bamforth

Abstract

The purpose of this article is to explore and examine the impressive growth of small and micro-breweries registered in the UK and US from the early 1980s. While the majority of British and American breweries continue to operate in spatially restricted areas and niche markets, a few businesses expanded significantly in terms of production and turnover, gradually acquiring larger shares of the market and competing with multinational producers at home as well as abroad. The cases of BrewDog and Sierra Nevada, used as case study examples in this article, provide an original account on how once-upon-a-time micro-breweries grew into well established companies by pursuing aggressive strategies in terms of marketing and innovation respectively.

Suggested Citation

  • Ignazio Cabras & Charles Bamforth, 2016. "From reviving tradition to fostering innovation and changing marketing: the evolution of micro-brewing in the UK and US, 1980–2012," Business History, Taylor & Francis Journals, vol. 58(5), pages 625-646, July.
    • Handle: RePEc:taf:bushst:v:58:y:2016:i:5:p:625-646
    DOI: 10.1080/00076791.2015.1027692
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    Cited by:

    1. Ryan M. Hynes & Bernardo S. Buarque & Ronald B. Davies & Dieter F. Kogler, 2020. "Hops, Skip & a Jump - The Regional Uniqueness of Beer Styles," Working Papers 202013, Geary Institute, University College Dublin.
    2. Corsini, Filippo & Appio, Francesco Paolo & Frey, Marco, 2019. "Exploring the antecedents and consequences of environmental performance in micro-enterprises: The case of the Italian craft beer industry," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 340-350.
    3. Eline Poelmans & Sandra Rousseau, 2017. "Beer and Organic Labels: Do Belgian Consumers Care?," Sustainability, MDPI, vol. 9(9), pages 1-15, August.
    4. Barry Ness, 2018. "Beyond the Pale (Ale): An Exploration of the Sustainability Priorities and Innovative Measures in the Craft Beer Sector," Sustainability, MDPI, vol. 10(11), pages 1-12, November.

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