Economic Perspectives on Craft Beer: A Revolution in the Global Beer Industry

ISBN-13: 9783319863559 / Angielski / Miękka / 2019 / 494 str.

Christian Garavaglia; Johan Swinnen

Spis treści

Chapter 1. Introduction

Christian Garavaglia and Johan Swinnen

                1.1. Introduction

                1.2. Defining Craft Breweries and Craft Beer

                                1.2.1. “Gypsy brewers”: are contract breweries real craft?

                1.3. Concentration and Homogenization in the Global Beer Industry 1900–1980

                1.4. When did the Craft Beer Revolution Start?

                1.5. A Growing Demand for “Different” Beers

                                1.5.1. Demand for Variety: A Reaction to Homogenization in Beer Market

                                1.5.2. Increasing income

                                1.5.3. Peer Effects in Beer Consumption and Consumer Associations

                1.6. Pioneers and Entrepreneurs in Craft Brewing

                1.7. The Re-emergence of Small Firms in a Concentrated Market: Generalists and Specialists

                1.8. Legitimization, Information and Networks

                1.9. Developing Technology and Capital Markets for Small Brewers

                1.10. The Geography of Craft Beer          

                1.11. Regulations

                1.12. The Macro Brewers’ Responses to Craft Brewing

                                1.12.1. Craft-Style Beer Production by Macro-Brewers

                                1.12.2. Take-Over of Craft Brewers

                                1.12.3. Infrastructure Investment, Free Riding and Consumer Access

                1.13. Conclusion

Chapter 2. Craft Beer in the United States: Strategic Connections to Macro and European Brewers

Kenneth G. Elzinga, Carol Horton Tremblay and Victor J. Tremblay

2.1. Evolution of US Craft Brewing

2.2. The Early Brewers, Promoters, and Brewmeisters

2.2.1. The Early Brewers

2.2.2. The Early Promoters

2.2.3. The Brewmeister

2.3. Marketing and Strategic Interactions between US Craft and Macrobrewers

2.3.1. Marketing Differences between Craft Brewers and Macrobrewers

2.3.2. Macrobrewer Responses and Other Strategic Issues

2.4. The European Connection and Back

2.5. Conclusion

Chapter 3. The Canadian Craft Beer Sector

Alfons Weersink, Kevin Probyn-Smith and Mike Von Massow

                3.1. Introduction

3.2. Structure of the Canadian Beer Sector

3.2.1. Consumption

3.2.2. Production

3.2.3 History of Canadian Alcohol Regulations

3.3. Drivers of the Rise in Craft Brewing in Canada

3.3.1 Regulations

3.3.2. Demographics

3.2.3. Culinary Tourism/Demand for Local

3.4. Constraints to Growth of the Craft Breweries

3.4.1. Regulations

3.4.2. Production Costs

Chapter 4. Craft Brew Industry in Latin America: The case of Colombia

Daniel Toro-Gonzalez

4.1. Introduction

4.2. Beer Industry in Latin America

4.3. Brewing Industry in Colombia

4.4. Drivers and Barriers of Craft Brewing in Colombia

Chapter 5. Belgium: Craft Beer Nation?

Eline Poelmans and Johan Swinnen

5.1. Introduction

5.2. Consolidation of the Belgian Beer Industry in the Twentieth Century

5.3. Defining Belgian Craft Beer

5.4. Changes in Belgian Beer Consumption

5.5. The Growth of Craft

5.6. Brewers of Craft Beers

5.7. Trade of Craft Beers

5.8. Drivers and Champions of Belgian Craft Beers: Conclusions

Chapter 6. Entry, Survival and Profits: the Emergence of Microbreweries in Denmark

Jan Bentzen and Valdemar Smith

6.1. Introduction

6.2. The Analytical Framework for Market Entry of Microbreweries

6.3. Empirical Data and Results from the Survey on Market Entry

6.3.1. Motivation and Goals

6.3.2. Social Factors and Human Capital

6.3.3. Entry Barriers

6.3.4. Environment

6.4. Survival of Microbreweries and Profits

6.5. Future Perspectives and Strategies of Microbreweries

6.6. Conclusion

Chapter 7. Craft Beer in Germany: New Entries in a Challenging Beer Market

Lutz Depenbusch, Malte Ehrich and Uwe Pfizenmaier

7.1. Introduction

7.2. Characteristics of the German Beer Market

7.3. Drivers and Constraints of Craft Beer Production in Germany

7.4. Market Concentration in German States and the Effect on Microbreweries

7.4.1. Data

7.4.2. Empirical Model

7.5. Discussion

7.6. Conclusion

Chapter 8. The Emergence and Survival of Microbreweries in Hungary

Imre Fertő, József Fogarasi, Anita Major and Szilárd Podruzsik

<8.1. Introduction

8.2. The Structural Evolution of the Hungarian Beer Industry

8.2.1 Historical and Communist Period

8.2.2. Liberalization Period – 1990s

8.2.3. Consolidation in the 2000s

8.2.4. The Growth of the Microbreweries

8.3. Trends of Beer Production and Consumption in Hungary After 2000

8.4. Determinants of Firm Survival

8.5. Survival of Microbreweries

8.6. Conclusions

Chapter 9. Birth and Diffusion of Craft Breweries in Italy

Christian Garavaglia

9.1. Introduction

9.2. Trends in the Italian Brewing Industry

9.2.1. Industry Consolidation: the Emergence of National Leaders

9.2.2. The Advent of Craft Breweries

9.3. Theories About Small Firms Entry into Mature Industries

9.4. Explaining the Entry of Craft Breweries in the Italian Beer Industry

9.4.1. Broad Social Dynamics, Changes in Demand and the Entry of the Pioneering Firms

9.4.2. Legitimization, Emulation and the Growth of Craft Brewing

9.5. Conclusions

Chapter 10. From Pilsner Desert to Craft Beer Oasis: the Rise of Craft Brewing in the Netherlands

Michiel van Dijk, Jochem Kroezen and Bart Slob

10.1. Introduction

10.2. Theoretical Perspectives on the Renewal of Mature Industries

10.3. Methodology and Data

10.4. Evolution of the Beer Sector in the Netherlands

10.4.1.   Prehistory (1450–1970)

10.4.2.   Foundations for Renewal (1970–1981)

10.4.3. Emergence of Craft Breweries (1981–2003)

10.4.4. 2003–present: Rapid Expansion of Craft Breweries

10.5. What Explains the Emergence and Proliferation of Craft Breweries in the Netherlands?

10.5.1. Increasing Demand for Alternative Beers

10.5.2. Increasing Supply of Brewery Entrepreneurs and Resources

10.6. Discussion and Conclusions

Chapter 11. From Macro to Micro: the Change of Trendsetters on the Polish Beer Market

Aleksandra Chlebicka, Jan Fałkowski and Jan Lichota

11.1. Introduction

11.2. Key Trends on the Polish Beer Market Since 1989

11.3. Market Structure and Distribution

11.4. The Emergence of Micros in the Polish Brewing Sector

11.4.1. Global Trends

11.4.2. Definitional Issues

11.4.3. Microbreweries in Numbers

11.4.4. Situation Change

11.4.5. Strategies Adopted by Microbreweries

11.4.6. Contracting Hops

11.4.7. Consumers

11.5. Conclusions

Chapter 12. Craft beer In Slovakia

Ján Pokrivčák, Drahoslav Lančarič, Radovan Savov and Marián Tóth

12.1. Introduction

12.2. Literature Review

12.3. Beer Consumption, Production and Trade in Slovakia

12.4. Structural Changes in the Brewing Industry

12.5. Drivers and Constraints on Craft Breweries

12.6. Conclusions

Chapter 13. The Recent Advent of Micro Producers in the Spanish Brewing Industry

Christian Garavaglia and David Castro

13.1. Introduction

13.2. Some Historical Facts About Beer in Spain

13.2.1. The Modern Spanish Beer Industry

13.3. The “Revolution” of the Craft Brewers

13.3.1. The Pioneers

13.3.2. The Diffusion of Craft Brewers in Catalonia and the Role of Consumers’ Associations

13.4. The Future of Craft Beer in Spain

13.5. Conclusions

Chapter 14. Beer On! The Evolution of Micro and Craft Brewing in the UK

Ignazio Cabras

14.1. Introduction

14.2. The Brewing Industry in UK: 1900–1980

14.3. The Rise of Micro-Breweries in UK: 1980–2010

14.4. Stabilisation and Diversification: 2010–2015

14.5. Discussion

14.6. Conclusions

Chapter 15. Craft Brewing in Australia, 1979–2015

André Sammartino

15.1. Introduction

15.2. The Broader Australian Beer Industry

15.3. The Micro Upstarts

15.4. The First Wave of Australian Craft Brewing: 1984–1990

15.5. The Slow Build: 1991–2004

15.6. The Second Tidal Wave: 2005–2015

15.7. Conclusion

Chapter 16. Government Regulations and Microbreweries in Japan

Mari Ninomiya and Makiko Omura

16.1. Introduction

16.2. A Brief History of the Japanese Beer Industry and Taxation

16.3. Becoming a Beer-Drinking Nation

16.4. Deregulation of Distribution Licenses for Alcoholic Beverages in Japan: 1989–2003

16.5. The Appearance of Microbreweries in Japan after the Deregulation of Beer production Licenses in 1994 (H6)

16.6. Evolution of Beer-Like Beverages: 1994–present)

16.7. Struggles of Microbreweries

16.7.1. Case Study 1: Ginga Kogen Beer

16.8. Transformation from Ji-Biiru Brewer to Craft Brewery

16.8.1 Case Study 2: Kyodoshoji (COEDO Brewery)

16.9. Craft Beer Boom Since 2014

16.10. Conclusion

Chapter 17. Craft Beer in ChinaFan Li, Yaojiang Shi, Matthew Boswell and Scott Rozelle

17.1. Introduction

17.2. The Growing Trend of Craft Brewing in China

17.3. The Driving Forces Behind China’s Craft Brewing Trend

17.3.1 Growing Purchasing Power and Urbanization

17.3.2 Adventurous Chinese Beer Drinkers and Craft Brewers

17.3.3 Entrepreneurs and Increasing Investments

17.3.4 Food Safety Concerns

17.4. Hurdles to Develop Craft Brewing in China

17.4.1. Regulations

17.4.2. Sourcing Domestically or Internationally

17.4.3. Response from the Incumbents

17.5. Conclusion

 

 

 

 

 

 

 

 

O autorze

Christian Garavaglia is Assistant Professor at the Department of Economics Management and Statistics, University of Milano-Bicocca, and Research Affiliate at the ICRIOS (The Invernizzi Center for Research on Innovation, Organization, Strategy and Entrepreneurship), Bocconi University, Italy. His research interests include industrial organization, industrial dynamics, industry evolution, the economics of beer and consumer preferences for food.

Johan Swinnen is Professor of Economics and Director of the LICOS Centre for Institutions and Economic Performance at the University of Leuven (KUL), Belgium. He is also Senior Research Fellow at the Centre for European Policy Studies (CEPS), Brussels, where he directs the programme on EU agricultural and rural policy. He was previously Lead Economist at the World Bank and Economic Advisor at the European Commission. He consults for the OECD, FAO, EBRD, UNDP, IFAD and to several Governments, and was coordinator of several international research networks on food policy, institutional reforms, and economic development. He was President-elect of the International Association of Agricultural Economists, a Fellow of the European Association of Agricultural Economists and President of the Beeronomics Society. He has published widely on political economy, institutional reform, trade, agricultural and food policy.

Blurb

This book investigates the birth and evolution of craft breweries around the world. Microbrewery, brewpub, artisanal brewery, henceforth craft brewery, are terms referred to a new kind of production in the brewing industry contraposed to the mass production of beer, which has started and diffused in almost all industrialized countries in the last decades. This project provides an explanation of the entrepreneurial dynamics behind these new firms from an economic perspective. 

The product standardization of large producers, the emergence of a new more sophisticated demand and set of consumers, the effect of contagion, and technology aspects are analyzed as the main determinants behind this ‘revolution’. The worldwide perspective makes the project distinctive, presenting cases from many relevant countries, including the USA, Australia, Japan, China, UK, Belgium, Italy and many other EU countries.