Craft breweries and local place development – Perspectives from a Scandinavian context

Abstract

In recent decades, the craft beer sector has grown rapidly, and it has been studied across the world through various lenses. In Norway and Sweden, the sector is a well-established complement to large-scale beer producers, but it has yet to be thoroughly studied. Previous studies show that the location of a brewery is important in terms of marketing and branding approaches, but also that craft brewers contribute to place development. The aim of this study is to explore how context affects the possibilities of craft breweries to contribute to local place development. The study results are built on a web-survey, answered by 201 craft beer brewers in Norway and Sweden. The findings show that brewers, especially those located in rural areas, struggle under tough conditions regarding profit margins, as well as troublesome and limiting legislation. Place is considered very important, but breweries in rural areas use place-connection to a higher extent. Tourism is important, especially for breweries located in rural areas, and changes in regulation could increase the importance even more. The results of this study show that there exist contextual differences which also have an impact on the extent to which the brewers can contribute to their local community.