The Geography of Beer : Culture and Economics

This book builds on the highly successful Geography of Beer: Regions, Environment, and Society (2014) and investigates the geography of beer from two expanded perspectives: culture and economics. The respective chapters provide case studies that illustrate various aspects of these themes. As the beer industry continues to reinvent itself and its economic and cultural geographies, this book showcases historical, current, and future trends at the local, regional, national, and international scales. Contents 6 Editors and Contributors 8 1 (Re)visiting Geographies of Beer 10 Abstract 10 Why Beer Matters 10 Why Geography Matters 11 Structure of the Book 11 References 12 Culture 13 2 Porter for the Geography of Beer 14 Abstract 14 Origins 14 Expansion Across Great Britain 15 Ireland 18 Northern Europe 19 Western Europe 22 North America 22 The East and South 24 Decline and Rebirth 27 References 28 3 The Branding Geography of Surrey Craft Breweries 30 Abstract 30 Introduction 30 Local Craft Appeal Over Global Brands 31 Is There a Case for a Beer Terroir? 31 Sense of Place 32 Geographic Brand Associations 33 Faux Locals 33 Local Name Associations 34 Surrey County: Between Coast and Capital 35 Economics of Surrey 35 Physical Geography of Surrey 35 Research Approach 35 Storytelling 37 Tillingbourne Brewery Limited, Lee Nicholls 37 Thames Side Brewery, Andrew Hayward, and Michele Gibson 37 Geographic Rootedness of Surrey Craft Beer Versus the Top Ten 37 Concluding Summary 38 References 39 4 Tumunu, the Bush Beer Bar Tradition of Atiu, Cook Islands 41 Abstract 41 Introduction 41 Kava 42 Growth of Alcohol 44 Origins of the Tumunu 45 Tumunu Today 45 Brewing 48 Social Setting 48 Future of the Tumunu 49 Conclusion 50 References 50 5 The (R)evolution of the Craft Beer Scene in Poland After 2010 52 Abstract 52 Introduction 52 Background of Changes: Characteristic of Polish Beer Market 53 The Emergence of the Craft Beer Revolution in Poland 59 Polish Craft Beer Revolution–Geographical Approach 62 Cultural and Societal Effects of Craft Beer Revolution in Poland 62 Conclusions 68 References 69 6 Planting the Seed: Innovation Diffusion of Craft Breweries in Florida 71 Abstract 71 Introduction 71 Background 72 Methodology 74 Data Analysis Methodologies 74 Results 75 Discussion 83 Conclusion 87 Appendix 87 References 88 7 Low Gravity on the Rise: A Sociocultural Examination of Low Alcohol Beer in the United States 90 Abstract 90 Introduction 90 Why Low- to No-Alcohol Beer? 90 Methods 91 Background 91 History of Beer and Brewing in the US 91 From Consolidation to Specialization: Moving from Small to Big and Back Again 92 The Scholarly Pursuit of Beer 93 Part I: On the History (and Future) of Low Alcohol Beer 94 The Gravity of Gravity: How (and Why) to Characterize Beer by Density and/or Alcohol Content 94 On the Health and Economics of Low Alcohol Beer 95 On Taste, Production, and Attracting Consumers 95 On Future of the Low Alcohol Market Potential in the US and EU 96 The Role of Regulation in Consumption 97 Part II: On the Geographic and Temporal Patterns of Social Media (via Twitter) 97 Data Collection 97 Results and Analysis 98 Limitations and Opportunities for Future Social Media-Based Research 99 Discussion and Conclusion 99 Acknowledgements 101 References 101 Economics 104 8 Heat, Hops, Hallertau: Exploring Implications of Climate Change for the German Beer Sector 105 Abstract 105 Introduction 105 Hop Production in the Hallertau Region 106 Sensitivity of Hops to Extreme Weather 106 Temperature 106 Water Availability 107 Other Extreme Weather Events 108 Observed Climatic Changes with Relevance for the Hop Production in Hallertau 108 Temperature Changes 108 Changes in Precipitation 108 Projected Climatic Changes with Relevance for the Hop Production in Hallertau 108 Projected Temperature Changes 109 Projected Changes in Precipitation Patterns 109 Impacts of Weather Extremes on Hop Production 109 Drought in Hallertau in 2015 109 Hail in Hallertau in 2009 and 2011 110 Responses of Hop Research and Farming to Weather Extremes 111 Introduction of the Alpha-Clause 111 Irrigation 111 Research on More Drought Resistant Hop Varieties 111 Other Approaches 111 Conclusions and Outlook 111 References 112 9 The Geographic Dispersion of Hop Production in the United States: Back to the Future? 114 Abstract 114 Introduction 114 Increased Demand for and Production of Hops 114 The Role of the U.S. in Global Hop Production 116 Hop Physiology 116 Historical Geography of U.S. Hop Production 116 Challenges for Hop Production in Re-emerging Regions 118 Potential Overproduction 119 Conclusion 120 References 120 10 Performance and Strategy of North American Small-Cap Breweries 122 Abstract 122 Introduction 122 The North American Beer Industry, 2013–2015 122 Theoretical Considerations 123 Differentiation and Geography in the Beer Industry 124 Financial Performance and the Beer Industry 124 Public Listing and the Beer Industry 125 Data and Methodology 126 Analysis 129 EBITDA Analysis 129 Net Profitability Analysis 129 Discussion 131 Conclusion 132 References 133 11 The Emergence of Italian Craft Breweries and the Development of Their Local Identity 135 Abstract 135 Introduction 135 Industrial Dynamics and the Evolution of the Italian Brewing Industry 136 Craft Brewing in Italy: From International Connections to the Development of Local Ties 137 The International Geographical Connections 137 The International Influence on the Pioneer Brewers 138 Diffusion and Localization of Craft Breweries 138 The Development of Local Identity 139 Connection to a Place and the Use of Local Ingredients in Beer Production 141 “Glocal” Competition 144 Conclusion 146 References 147 12 Craft Beer in the EU: Exploring Different Markets and Systems Across the Continent 148 Abstract 148 Introduction 148 Brewing in Europe: A Brief Historical Overview 149 The Rise of Micro- and Craft Brewing in Europe 150 Taxation and Incentives Across the EU 152 Drivers of Beer Consumption in Europe 154 Conclusions 155 References 155 13 Brewpubs and Microbreweries: A Midwestern Geography of Local Craft Beer Markets by Firm Type 157 Abstract 157 Introduction 157 Brewing and Craft Beer in the Midwest 157 Microbreweries and Brewpubs 159 The Craft Beer Scene as Midwestern Culture 160 Data and Methods 160 Results 160 Conclusion 165 References 165 14 Economic Impact of Craft Beer Festivals 167 Abstract 167 Methods 168 Results 169 Craft Beer Festivals: Geographic Considerations 171 Government as Beneficiary 174 Conclusion 174 References 175 15 On the Existence of Belgian Craft Breweries: Explorative Research at the Microlevel 177 Abstract 177 Introduction 177 Research Methodology 178 Comparison of Our Interviewed Breweries with the 2012 Framework of Kleban and Nickerson 183 Business Strategies 183 Superior Quality of Beers 183 Diversified Product Lines 184 Control of Production 184 Strategic Partnerships with Distributors 184 Targeted Sales 185 The Branding of a Craft Beer 186 Identifying Customers 186 Providing Consistent Quality 186 Consumer Ownership 188 Brand Message, Image, and Recognition 188 Packaging 189 Contingency Planning 189 (Social Media) Marketing and CSR 190 (Social Media) Marketing 190 Corporate Social Responsibility 191 Does Geography Count? 191 Conclusion 196 References 197 Interviews 198 16 Leaders and Laggards in U.S. Brewing: Political Trajectories and Brewery Density 199 Abstract 199 Variations in Brewery Density 199 Explanations for Brewery Location 201 Policy Laboratories and the Small Brewing Revolution 201 Localized Firm Decisions 203 Coalitional Channels in the Brewing Sector 204 Regulatory Trajectories of Small Brewing 207 Future Junctures 208 References 210 Index 212