Microbrewery in Greece: Reasons for its Development
DOI:
https://doi.org/10.14665/1614-4007-28-1-007Keywords:
Key words: Microbrewery, economic crisis, entrepreneurs, small business, tourism, Greece JEL classification: L22, L26, R11, Q13, Z32Abstract
The paper looks into the reasons for the impressive development of microbrewery in Greece the decade of 2010’s. It was constructed through using a questionnaire to microbreweries in Greece based on six hypotheses related to the existing literature on microbreweries and to the particularities of Greece. A distinction between microbreweries on the Greek islands and continental Greece was maintained in order to obtain more precise results. In the first set of hypotheses our findings are quite close to that found in the literature. This set is comprised of three main hypotheses, which are: firstly, that social media and the internet have an important role; secondly, that microbrewers adopt an argument different to the big brewery industry; thirdly, that localism has an important place in the policy. The second set of hypotheses has not been discussed in the previous literature; these hypotheses examine the role of the unemployment and the public financial help on the creation of this craft industry and the tourism effect on the development of microbreweries. Contrary to what was expected, unemployment and the search for work were not reasons to create microbreweries; microbreweries received financial help but it was not the main reason to invest; tourism had a crucial role in the development of microbreweries, particularly in those on the islands and on continental Greece near to the coast.
Downloads
References
Blanchette J (2016) Les micro-brasseurs du Québec: étude de la réalité d’une communauté d’artisans créatifs, Mémoire de Maîtrise en Sciences de la Gestion, HEC Montréal
Cabras I, Bamforth C (2016) From reviving tradition to fostering innovation and changing marketing: the evolution of micro-brewing in the UK and US, 1980-2012. Business History 58 (5): 625-646.
Danson M, Galloway L, Cabras I, Beatty T (2015) Microbrewing and entrepreneurship: The origins, development and integration of real ale breweries in the UK. The International Journal of Entrepreneurship and Innovation 16 (2): 135-144.
Derrek E (2014) Neolocalism and the branding and marketing of place by Canadian microbreweries. In: Patterson M, Pullen N H (ed) The geography of beer, Springer, pp 189-199
Donadini G, Porretta S (2017) Uncovering patterns of consumers' interest for beer: A case study with craft beers. Food Research International 91: 183-198.
Dunn A, Wickham M (2016) Craft brewery tourism best-practices: A research Agenda. Research Notes and Reports / Annals of Tourism Research. 56: 128–163
Francioni J, Byrd E (2016) Beer Tourists: Who Are They?” University of Massachusetts ScholarWorks@UMass Amherst. https://scholarworks.umass.edu/ttra/2012/Visual/30. Accessed 3 April 2020
Greek microbrewery (2019) Website of microbreweries in Greece.
https://greekmicrobrewery.wordpress.com/ Accessed 5 January 2020
Holtkamp C, Shelton T, Daly G, Hiner C, Hagelman R (2016) Assessing Neolocalism in Microbreweries. Papers in Applied Geography 2 (1): 66-78.
doi: 10.1080/23754931.2015.1114514 Accessed 10 January 2020
Heroux L, Clark D (2017) A Comparison of Marketing Strategies of Microbreweries in the U.S. and Canada. Journal of Tourism and Hospitality Management 5 (2): 1-11.
INSETE. 2020. “How does the COVID-19 pandemic affect the mood and the possibility for holidays?” Second edition August 2020. https://insete.gr/studies/ Accessed 19 August 2020
INSETE Intelligence (2019) Regional Statistics. http://www.insete.gr/en-gb/INSETE-Intelligence/Statistics/Statistical-Bulletins Accessed 19 February 2020
Karafolas S, Tsioras T, Papadopoulou M, Farmouzi A (2020) Industry development during crisis: the case of the brewer industry in Cyprus, Greece, Ireland and Portugal. Vadyba/Journal of Management. 36 (1): 53-60
Karafolas S, (2018) Effects of economic crisis: a regional examination based on touristic regions in Greece. Vadyba/Journal of Management 32 (1): 81-89.
Karafolas S, (2013) Public financial support to investments in rural areas: the case of the region of Thessaly in Greece. International Journal of Economic Sciences and Applied Research 6 (2): 81-101
Kleban J, Nickerson I (2012) To Brew, or not to Brew - That is the question: An analysis of competitive forces in the Craft Brew Industry. Journal of the International Academy for Case Studies 18 (3): 59-81.
Murray A, Kline C (2015) Rural tourism and the craft beer experience: factors influencing brand loyalty in rural North Carolina, USA. Journal of Sustainable Tourism 23 (8-9): 1198-1216, doi: 10.1080/09669582.2014.987146 Accessed 3 February 2020
Myles C, Breen J M (2017) (Micro) Movements and Microbrew: On Craft Beer, Tourism Trails, and Material Transformations in Three Urban Industrial Sites. In: Kline C, Slocum S, Cavaliere C, (ed) Craft Beverages And Tourism, Palgrave Macmillan, Tome 2: 159-170.
Pogrebnyakov N, (2013) The use of social media in the beer brewing industry. In: Dörrenbächer J G (ed) The Global Brewery Industry, Edward Elgar Publishing, pp 291-308.
Rivaroli S, Lindenmeier J, Spadoni R (2019) Attitudes and Motivations Toward Craft Beer Consumption: An Explanatory Study in Two Different Countries. Journal of Food Products Marketing 25 (3): 276-294. doi: 10.1080/10454446.2018.1531802 Accessed 15 February 2020
Thurnell-Read T, (2014) Craft, tangibility and affect at work in the microbrewery. Emotion Space and Society 13: 46-54.
Yongmei Zhang C, Topolansky Barbe F, Baird T (2015) Competitiveness in a Saturated Market. A Case Study of the Scottish Craft Beer Industry. International Journal of Business and Social Science 6 (8): 28-46
Published
How to Cite
Issue
Section
The author gives permission to Transition Academia Press to publish the article in print and/or electronic format.
If/when an article is accepted for publication, Author will be asked to transfer copyright of the article to Transition Academia Press. Transition Academia Press will retain copyright of all published material and reserves the right to re-use any such material in any print and/or electronic format. Author willing to retain their copyright from the Editors might request a fair condition, on the base of a bilateral agreement.
