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Journal of Food Distribution Research >
Volume 39, Number 2, July 2008 >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/55975
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| Title: | Can Niche Agriculturalists Take Notes from the Craft Beer Industry? |
| Authors: | Woolverton, Andrea E.
Parcell, Joseph L. |
| Issue Date: | 2008-07 |
| Abstract: | This industry-level case study focuses on the growth cycles of craft brewing, a niche industry. The research case is
defined as the craft beer industry evolution including the surrounding institutional and consumer environments. The
research goal is to provide insight for niche agriculturalists by examining the case of the successful niche craft beer
industry. First, the environment surrounding craft beer reemergence is analyzed. We examine the current state of the
craft beer industry with a focus on competitive and logistical forces. We then highlight critical success factors of the
craft beer industry and suggests how these factors can be applied to niche agriculture. Conclusions regarding the
craft beer industry are drawn from both published documents and craft beer industry discussions. The primary craft
beer industry “success” factors deemed transferable to niche agriculture include: 1) indentifying a consumer-driven
niche opportunity; 2) engaging in marketing strategies leveraging consumer “hobby consumption” within the niche;
3) leveraging established industry logistics; and 4) participating in unified advocacy regarding both marketing and
regulatory lobbies. |
| URI: | http://purl.umn.edu/55975 |
| Institution/Association: | Journal of Food Distribution Research>Volume 39, Number 2, July 2008 |
| Total Pages: | 16 |
| From Page: | 50-65 |
| Collections: | Volume 39, Number 2, July 2008
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Files in This Item:
| File |
Description |
Size | Format |
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| Woolverton.pdf | | 350Kb | PDF | View/Open |
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