Brewing Green: Sustainability in the Craft Beer Movement

Jones, Ellis

doi:10.1007/978-3-319-57189-8_2

Cited by 26 publications

(11 citation statements)

References 15 publications

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“…Transparency about ingredients and local sourcing further verify brewers’ claims to authenticity. While ‘sustainability’ is not evoked as a brand strategy, sourcing disclosures enhance perceptions of sustainability that have documented brand appeal for craft beer consumers (Jones, 2018). Across our sample, beer is described as ‘Truly Local’; ‘made of ingredients from our backyard, or not too far’; ‘using Canterbury grown malt, Nelson hops, water and yeast’ and so on.…”

Section: Resultsmentioning

confidence: 99%

One of the blokes: Brewsters, branding and gender (in)visibility in New Zealand’s craft beer industry

Kuehn

Parker

2018

Journal of Consumer Culture

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Beer drinking has long been valorised as a masculine performance and a social ritual. But as more women enter the craft beer industry, new opportunities emerge to reframe the cultural discourses around beer. With an interest in the stories women brewers ('brewsters') tell, we conducted interviews (n ¼ 6), and a textual analysis of brand strategies (n ¼ 10) used by women-owned beer brands in New Zealand. With an attention towards how gender identity factors into these narratives, we found that women largely reproduce the narrative trope of 'authenticity' utilised by craft brewers broadly. Gender identity is largely rendered invisible at the expense of promoting authenticity as a seemingly gender-neutral value. In New Zealand, however, these strategies must be contextualised in a cultural history in which beer drinking and national identity are fundamentally intertwined, and in ways that have has always been coded masculine. Our findings suggest that while branding can potentially enhance the visibility of women as legitimate producers of beer, New Zealand brewsters maintain craft beer as a P akeh a (White European) middle-class masculine cultural form.

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Section: Resultsmentioning

confidence: 99%

One of the blokes: Brewsters, branding and gender (in)visibility in New Zealand’s craft beer industry

Kuehn

Parker

2018

Journal of Consumer Culture

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“…Given the infancy of scholarship on emergent sustainability strategy making (Neugebauer et al, 2016), we selected the cases for theoretical reasons—that is, sustainability strategy making in craft breweries is an unlikely phenomenon—providing an opportunity for theory building (Eisenhardt & Graebner, 2007). Analyzing large corporation in the food and beverage sector, Steger et al (2007, p. 174) concluded that sustainability strategies are “difficult to build” as “companies lack the capacity and will” especially “when the issues at hand are complex and perceived as less important than daily business issues.” Moreover, research on small craft breweries has shown that they cannot leverage sustainability as a business opportunity for strategic differentiation and “are reluctant to communicate their environmental accomplishments to the broader public” (Jones, 2018, p. 9).…”

Section: Context and Methodologymentioning

confidence: 99%

How do small businesses pursue sustainability? The role of collective agency for integrating planned and emergent strategy making

et al. 2021

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Research on sustainability strategy in large corporations has shown that carefully planned strategies can address environmental and social concerns. However, we still lack clarity on how small businesses form sustainability strategies. Assuming that small businesses can-or should-carefully plan strategies is inappropriate considering that such organizations often lack the needed resources, foresight, and formalized decision-making structures. Building on the study of two craft breweries in Canada and Germany, we detail how a combination of planned and emergent actions enables owners, employees, and external stakeholders to jointly form strategic sustainability orientation. Developing these findings into an integrated activity-based model, we show the need to move beyond the dichotomy between planned and emergent strategizing. We contribute a human-centered perspective to the sustainability strategy literature and suggest that research should take the role of people in small businesses more seriously as here interpersonal relationships and collective agency are central in forming strategic sustainability orientation.

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“…The majority of CSR research has focused on larger firms, with less attention given to SMEs; however, there is mounting evidence that SMEs are increasingly using CSR practices to differentiate their products and promote growth [28][29][30]. Recent research in the craft brewing industry suggests that brewers attempt to utilize CSR but struggle to communicate these accomplishments to their customers [31,32]. Perhaps the most prevalent way firms communicate their values to their customers is through their mission, vision, and core values.…”

Section: Background and Motivationsmentioning

confidence: 99%

Doing Well by Creating Economic Value through Social Values among Craft Beer Breweries: A Case Study in Responsible Innovation and Growth

et al. 2022

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Social values are key to the sustainability of organizations. Drawing on value-based research, stakeholder theory, and corporate social responsibility research, this paper builds a case study of the interplay between social values, innovation, and economic growth. The craft beer industry is a fast-growing industry with a potential emphasis on social values built on small-scale production and localism. We examine how craft breweries attempt to resolve tensions derived from pursuing economic and social values simultaneously. As breweries continue to grow, owners face decisions of scale and growth, which may undermine a value-driven industry with close ties to the local community. Findings from six craft breweries, operating in Northern New England, USA, suggest a complex managerial dilemma involving (a) small-batch innovation for niche and mass production for growth, (b) responsible innovation for balancing local authenticity and geographical expansion, and (c) independent and business partnering. We further unpacked the tensions that operated at local and non-local levels.

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Brewing Green: Sustainability in the Craft Beer Movement

Cited by 26 publications

References 15 publications

One of the blokes: Brewsters, branding and gender (in)visibility in New Zealand’s craft beer industry

One of the blokes: Brewsters, branding and gender (in)visibility in New Zealand’s craft beer industry

How do small businesses pursue sustainability? The role of collective agency for integrating planned and emergent strategy making

Doing Well by Creating Economic Value through Social Values among Craft Beer Breweries: A Case Study in Responsible Innovation and Growth

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