Craft beverages and tourism Volume 1 The rise of breweries and distilleries in the United States / Carol Kline, Susan L. Slocum, Christina T. Cavaliere, Editors

This two-volume set examines the strong connection between craft beverages and tourism, presenting cutting-edge research in partnership with breweries, distilleries, and cideries. While wine, food, and culinary tourism have traditionally dominated destination markets, interest in craft beverages has gained momentum across the US and overseas with local markets quickly recognizing the growing craft beverage movement. Through the eyes of tourism scholars, brewers, and travelers, these two volumes explore the landscape of craft beer opportunities in non-traditional settings, and recognize the potential for future economic, socio-cultural, and environmental sustainability. Craft Beverages and Tourism, Volume 1: The Rise of Breweries and Distilleries in the United States is an inclusive and overarching examination of the US craft beverage phenomenon within a larger context of international beverage tourism. It outlines the current practice and research scope of craft beer, cider, and spirits as well as the sustainable development of destinations revolving around craft beverage. Through literature reviews, case studies, and general exploration, this volume advances marketing, hospitality, and leisure studies research for academics, industry experts, and emerging entrepreneurs. Reviewer Thank You/Acknowledgments 5 Contents 6 Notes on Contributors 8 List of Figures 12 List of Tables 13 Chapter 1: Introduction 14 Craft Beverages and Communities 16 Craft Beverage Tourism Research 19 References 21 Chapter 2: The Impact and Implications of Craft Beer Research: An Interdisciplinary Literature Review 24 Space, Place, and Identity 26 Production, Markets, and Consumer Culture 28 Tourism 30 Sustainability 31 Conclusions and Future Research Directions 33 References 35 Chapter 3: Growth and Development of Craft Spirit Tourism: The Fermenting Giant? 38 Introduction 38 Defining Craft Spirits 39 Current Market 40 Craft Spirits and Tourism 42 Agricultural Tourism 42 Heritage Tourism 43 Gastronomic Tourism 44 Craft Spirit Tourism Research 45 Craft Spirit Tourism Development 47 Conclusion 48 Challenges 48 Opportunities 50 Future Prospects 50 References 51 Chapter 4: Craft Cider Tourism: Getting to the Core of the Matter 54 Introduction 54 General US Cider Production 55 US History of Cider 57 Craft Cider and Tourism 57 Visiting Cideries 57 Cider Routes, Agritourism, and Heritage 59 Macro-Level Marketing of Cider Tourism 61 Conferences and Expos for Cider Makers 63 Festivals and Sampling Events for General Public 64 Future Research Directions 65 References 66 Chapter 5: Life on the “Beer Frontier”: A Case Study of Craft Beer and Tourism in West Virginia 69 Introduction and Previous Literature 69 Methodology and Study Area 73 Findings 75 Cultivating a Shared Identity 75 Competing Together 79 Many Places, One State 81 Looking to the Future 83 References 85 Chapter 6: Highland Brewing Company: A Case of Product and Experience Design 87 Highland Brewing Company: A Passion and a Craft 87 How Standardization Became the Norm 88 Rise of the Craft Brewers 89 Oscar Wong: A Visionary Leader 91 The Craft Brew Industry: A Flood and Amalgamation 92 The Craft Beer Drinker: Hitting a Moving Target 93 Value Creation: The HBC Experience 94 How Differentiation is Created in Producing Beer 95 Elements of the HBC Experience 97 References 99 Chapter 7: As if Beaches and Theme Parks Were Not Enough: Mediated Social Construction of Craft Beer Tourism in Tampa Bay 101 Social Construction, Craft Beer, and Tourism 102 Method 105 Findings and Discussion 106 Economy 106 Education 108 Media 109 Conclusion 111 References 112 Chapter 8: Tourism as a Business Strategy for Growth in Oregon and Washington Craft Breweries 116 Introduction 116 Breweries in the Study 118 Building Brand Awareness: Brewery Visits and Sales 119 Building Brand Awareness: Craft Beer Festivals 121 Building Brand Awareness: Competition Entry 122 Building Brand Awareness: Marketing 122 Market Penetration: Associations 124 Market Penetration: Informal Collaboration 125 Market Penetration: Challenges Faced by Craft Breweries 126 Conclusion 127 References 128 Chapter 9: Return of a Rebellious Spirit: Whiskey Distilling and Heritage Tourism in Southwestern Pennsylvania 130 Methodology 132 New Opportunities for Craft Distilling 133 A Heritage Reclaimed 134 The Rye Resurgence 136 The Changing Shape of Rebellion 136 Enter Craft Distilleries 138 Craft Distilling in the Future 143 References 145 Chapter 10: Whiskey’s Resurgence: Distributed Distilling in the Post-Prohibition Era 149 Cultural Capital 151 Transgression 153 Industrial Tourism 155 Identity and Authenticity 157 Primacy of Whiskey 159 Muddying the Waters 161 References 162 Chapter 11: Moonshine in North Carolina: Crafting Quality for Tourism 165 Introduction 165 Literature Review 167 Study Methods 168 Findings 169 Concluding Remarks 179 References 180 Chapter 12: A Summary of Volume 1: The Rise of Breweries and Distilleries in the United States 182 Introduction 182 The Interdisciplinary Nature of the Craft Beveragescape 183 Evolution of the Craft-turn in the Postmodern Beveragescape 184 Co-creation for Innovation 186 Community Redevelopment and Socio-Cultural Place Making 188 Conclusion 190 Index 192 Front Matter....Pages i-xv Introduction....Pages 1-10 The Impact and Implications of Craft Beer Research: An Interdisciplinary Literature Review....Pages 11-24 Growth and Development of Craft Spirit Tourism: The Fermenting Giant?....Pages 25-40 Craft Cider Tourism: Getting to the Core of the Matter....Pages 41-55 Life on the “Beer Frontier”: A Case Study of Craft Beer and Tourism in West Virginia....Pages 57-74 Highland Brewing Company: A Case of Product and Experience Design....Pages 75-88 As if Beaches and Theme Parks Were Not Enough: Mediated Social Construction of Craft Beer Tourism in Tampa Bay....Pages 89-103 Tourism as a Business Strategy for Growth in Oregon and Washington Craft Breweries....Pages 105-118 Return of a Rebellious Spirit: Whiskey Distilling and Heritage Tourism in Southwestern Pennsylvania....Pages 119-137 Whiskey’s Resurgence: Distributed Distilling in the Post-Prohibition Era....Pages 139-154 Moonshine in North Carolina: Crafting Quality for Tourism....Pages 155-171 A Summary of Volume 1: The Rise of Breweries and Distilleries in the United States....Pages 173-182 Back Matter....Pages 183-187