Researching Craft Beer

Daniel Clarke is a Senior Lecturer in the School of Business University of Dundee, where he is the Program Director of BSc (Hons) Business Management. His favourite beer is North Sea Stout by Pilot, Leith.Vaughan Ellis is a Lecturer in Labour Relations in the Human Resource Management Group of Edinburgh Napier University’s Business School. His current favourite pint is Pale Ale by NewBarns Brewery, Leith.Holly Patrick-Thomson is a Lecturer in the Human Resource Management Group of Edinburgh Napier University’s Business School. Her favourite half pint is Wild Beer’s Millionaire (a whole pint might be a bit much!).David Weir is Professor of Enterprise at University of Huddersfield, Professor of Intercultural Management at York St John University and Visiting Professor at University of Lincoln. His favourite ale is Timothy Taylor’s Landlord.

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• Foreword; Thomas Thurnell-ReadChapter 1. Introduction: Researching Craft Beer; Holly Patrick-Thomson, Daniel Clarke, Vaughan Ellis, and David Weir Part 1. Making and Selling Craft BeerChapter 2. Behind the Beer: An Examination of ‘Entrepreneurial’ Motives for Starting a Craft Brewery; Vaughan Ellis and James Richards Chapter 3. Strategies for Success? Market Entry Strategies of New Craft Beer Producers; Des Quinn, Vaughan Ellis, and James Richards Chapter 4. Illuminating Craft Brewers’ Experiences of Dealing with Covid-19 and Making Fresh Sense of what Covid-19 can do To/For Craft Beer: An Intègraphic Approach; Daniel Clarke, James Bowden, and Keith DinnieChapter 5. The Artful Science of Crafting Ale: Discussing the Finer Nuances of Making and Selling Beer; Victoria Ellis-Vowles Part 2. Values of Craft Beer Production Chapter 6. Collaborative Resistance: How a Craft Beer Scene was built through Sharing and Nurturing Relationships; James Cunningham and Simon S. Fraser Chapter 7. The Promise and Perils of taking Craft Beer International; Pavlina Jasovska Chapter 8. Talking Equity, Taking Action: A Conversation with Jess Griego of Bosque Brewing; Eli R. Wilson Part 3. Serving Craft BeerChapter 9. Assessing Quality in Craft Beer: Style Guides and Taste Descriptions in Beer Judging Practice; Steven Wright Chapter 10. From ‘Wet Led’ to ‘Dry Led’: Food and the Contested Framing of Alcohol Establishments; Jed Meers Chapter 11. From Connoisseur to Community: The Evolution of the Brewery Tap Room; Phil Mellows Part 4. Craft Beer Communities Chapter 12. Come One, Come All? The Impact of Craft Breweries on Revitalisation and Community-Building; Perttu Salovaara Chapter 13. Motivations Behind Craft Beer Online Buying Habits among Italian Millennials; Sergio Rivaroli, Martin Hingley, and Roberta SpadoniChapter 14. Instagram Vs Reality: Chatting Craft Beer Communities with Roy Herd of The Blunt Chisel Brewery; Holly Patrick-Thomson