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Relationship Building in the Craft Beer Industry: A Study of Public Relations within the Growing Artisanal and Locavore Movements

Relationship Building in the Craft Beer Industry: A Study of Public Relations within the Growing Artisanal and Locavore Movements

Authors :
Nicole Lee
Trent Seltzer
Coy Callison
Source :
Public Relations Journal, Vol 11, Iss 2 (2017)
Publication Year :
2017
Publisher :
Insitute for Public Relations, 2017.

Abstract

The American craft beer industry has seen tremendous growth in the last two decades and exemplifies the growing artisanal and locavore movements which are shaping a variety of industries and reflect shifts in stakeholder motivations, particularly Millennials. Through a series of interviews with craft beer professionals, this study explores the role of public relations in the craft beer industry, what is unique about public relations within industry, and the strategies breweries use to build relationships with one another and other stakeholders. Findings do not only apply to craft beer, but other industries influenced by the locavore and artisanal movements.

Details

Language :
English
ISSN :
19424604
Volume :
11
Issue :
2
Database :
OpenAIRE
Journal :
Public Relations Journal
Accession number :
edsair.doajarticles..05d5a8410368cbdbc789859aa6c625b3