Introduction
This special issue wants to frame and strengthen the knowledge of managerial and marketing dynamics in the craft beer sector worldwide, to serve as a valuable reference for future research and teaching activity in the courses of marketing and communication for alcoholic beverages, and as a helpful reference for practitioners (i.e. both small craft brewer and big players worldwide).
Conceptual and empirical papers, distinguished by interdisciplinary approaches and international perspectives, are encouraged; short papers, research notes and case studies will not be considered for publication in this special issue. Manuscripts must comply with the International Journal of Wine Business Research’s author guidelines and will be at minimum double-blind peer-reviewed.
This special issue will bring original studies and current review articles in sensory and consumer behaviour science fields to a broader understanding of craft beer.
List of topic areas
A list of anticipated themes will cover, but is not limited to:
- Craft beer market;
- Craft beer’s choice motivations;
- Craft beer in times of crises (e.g. Covid-19, economic crisis);
- Consumer lifestyle and craft beer’s choice;
- Hedonic aspects of craft beer’s choice;
- Craft beer perception, emotion and expectation;
- Foods and craft beers pairing;
- Craft beer and tourism;
- The craft beer brand, craft-like brand and advertising;
- Craft beer and sustainability;
- Craft beer in restaurants.
