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

Ignazio Cabras, Charles Bamforth

Research output: Contribution to journalArticlepeer-review

47 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)625-646
JournalBusiness History
Volume58
Issue number5
Early online date18 May 2015
DOIs
Publication statusPublished - 3 Jul 2016

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