Craft Beverages and Tourism, Volume 1: The Rise of Breweries and Distilleries in the United States and Craft Beverages and Tourism, Volume 2: Environmental, Societal, and Marketing Implications are about the coming together of two significant industries: tourism and craft beverages. Kline & Bulla (2017) writes, âCraft beverage tourism is an exciting arena that intersects with many other current areas of growing schlarship, for example innovation and ingenuity, legislative oppression and globalization, and sense of placeâ (p. 2). While the geographic scope of these books is limited to the United States, their applicability is globally recognized as a means to better understand the implication of craft beverages in relation to destination development, experience development, entrepreneurship, marketing, social and environmental impacts, and consumer demand.
Volume 1 documented the significant rise in craft beverages as a means to differentiate corporate brands from the innovative craft brands that emerged within the market over the past decade. This phenomenon is attributed to changing regulations and the growth in celebrating a sense of place (Neister, 2008). Beer, cider, and distilled spirit production and consumption is on the rise internationally (Mathews & Patton, 2016) and is firmly rooted in expansions of the local foods movement, where artisan production is highly valued (Thurnell-Read, 2014). Volume 1 highlighted âthe current practices and scope of research involving craft beer, cider and spirits as a substantial subsect of craft and entrepreneurial small and medium enterprises that are emerging across the countryâ (Cavaliere, 2017, p. 173) and brought forth four basic themes: (a) the interdisciplinary of the craft beveragescape, (b) the evolution of the craft-turn in beverage production , (c) the role of co-creation for innovation, and (d) community redevelopment and sociocultural place making. The first volume highlights the potential of craft beverage production to be a leader in small business expansion which has the potential to contribute significantly to sustainable development in a variety of urban, suburban, and rural settings.
Volume 2 builds on the first volume by specifically tying craft beverages to the sustainability dialog and showcasing a variety of marketing implications within this growing niche industry. This volume employs a variety of approaches to situate sustainability , recognizing that sustainability is interpreted and implemented differently, not only within each industry but regionally as well (Jennings, 2009). Therefore, an appropriate definition of sustainability for this book would be âthe balanced relationship of behavioral conditions that impact the environment, economics, and society in a way that still provides humans a viable present and futureâ (Hoalst-Pullen, Patterson, Mattord, & Vest, 2014, p. 111). Sustainability elements, such as resource reduction, social capital development, sense of place , and corporate social responsibility, are all examined in the following chapters. The focus on behaviors and practices in our sustainability discourse allows us to follow the emerging path that these craft entrepreneurs have traveled in their short history in the United States. We see that sustainability becomes a grassroots concept within a field that values âlocalityâ, âqualityâ, and âcraftâ (Shortridge, 1996). The reliance on food tourism scholarly work (Murray & Kline, 2015) has neglected to highlight the subtle differences in how sustainability is expressed and showcased within the craft beverage industry. Therefore, this volume provides added insight into the specifics surrounding this emergent industry and research field.
However, the breadth and depth of sustainability practices in craft beverage tourism are variable. Cost saving is frequently a motivating factor in relations to energy, water, and landfill reductions. Resource conservation, such as âgreeningâ the value chain, is readily apparent. Local sourcing and regional distribution patterns that reduce greenhouse gas emissions and support local economies are evidenced in these pages. Moreover, quality control is a primary motivation within local sourcing and sustainability practices. The âcraftâ aspect of craft beverages is the highest priority, where excellence and experimentation play the largest motivating factor in sustainability practices. There appears to be examples of fund raising for charities and support for other community endeavors. Celebrating local culture, and highlighting this in a variety of interpretation programs, is evident. Posters, signs, tours, and tasting all emphasize a sense of place tied to the craftersâ locale. Yet, these practices are not consistent and vary, not only from region to region but also from business to business within the same geographical areas.
To that end, tourism studies have led us to believe that marketing craft beverages is also subtly different than general food. Within the sustainability dialog, educating the consumer is a primary objective (Bricker & Schultz, 2011), yet much of the sustainability accomplishments are surprisingly silent in these research chapters. Rather than focusing on the âgreenâ initiatives commonly found in the craft beverage industry (reduced usage of water, electricity, and landfills), we find a deep sense of place that celebrates the âneolocalâ of craft beverage production . Quality beer implies sustainable ingredients, and cost concerns push for âgreenâ resource-reducing practices, yet the lack of self-celebrating messages that highlight these accomplishments is an important finding in these chapters. To that end, place-based principles, advertising, and interpretation are embraced by craft beverage producers over environmental conservation initiatives.
Jones begins the discussion on sustainability in Chapter 2 by evaluating corporate sustainability, where the reduction in resource use, commonly known as âgreeningâ, is more apparent in craft beverage circles than a more inclusive corporate social responsibility platform. He draws attention to what he references as the âoppositeâ of greenwashing by observing the lack of emphasis breweries place on showcasing their sustainability efforts. He claims five reasons for this: (a) obstacles to achieving third-party certifications, (b) disinterest from consumers and tourists, (c) the unusually cooperative culture of craft brewing , (d) combatting the elitist image of craft beer, and (e) avoiding sustainability comparisons with big beer. While acknowledging that social sustainability is much harder to quantify, therefore measure, Jones concludes that craft beverages have much more to offer within the sustainability dialog than is readily apparent.
In Chapter 3, Graefe, Mowen, and Graefe empirically examine craft beer consumersâ travel and social world behaviors, their support of brewery localism, and the linkages between craft beer commitment, brewery neolocalism , and environmental attitudes and behaviors in Pennsylvania . In particular, their survey respondents did not always match the stereotype of the craft beer snob where beer is central to life or identity. They claim that customers prefer to visit breweries that use local products/ingredients and preclude that taste was the most important element in brewery visitation. However, the study does highlight a strong social world element among craft beer drinkers where consumers connect through craft beer blogs, social media, or brewery websites, and personal connections among craft beer enthusiasts are highly valued. Further, engagement with environmental activism is highly respected.
Lorr investigates water usage as a means to gauge sustainability efforts in three craft breweries in Michigan in Chapter 4. He finds that much of the problem relating to sustainable operations for craft beer tourism is the need to attract and retain a variety of customers, some of whom support, and others question, sustainability efforts. In particular, some local consumers are skeptical of rebates and tax incentives used by brewers to support water conservation and waste water treatment. He concludes that these breweries are advancing self-interest by using cost-saving mechanisms to reduce natural resource use as a means to better the environment and save money for their business. In turn, he finds that breweries are not moving forward in relation to social justice, community, or people, especially when attempting to remain apolitical.
Wright and Eatonâs Chapter 5 returns to Michigan to explore the role that apple cider mills , structured as farm tourism destinations, play as mediators of r...