Exploring beer culture dissemination and quality perception through different media: the craft beer experience

Abstract

This study explores how different media platforms spread craft beer culture, focusing on microbrewery. Three surveys were conducted to understand consumers' perspectives on the beer. The first survey (Q1), held at a brewery event, gathered information on drinking habits, health perceptions, craft beer opinions, and preferences in beer selection. The second (Q2) and third (Q3) surveys were administered through Online Social Networks (OSNs), targeting product quality and sensory profiles respectively. The preliminary in situ survey (Q1) comprised 10 questions and was aimed at regular beer consumers and experts, informing the development of a subsequent informative survey (Q2) with 29 questions, administered online to a wider consumer base. This survey aimed to identify key areas for further study in the beer production chain. Results from Q1 and Q2 showed consumer interest in the beer industry for both enjoyment and sustainability reasons, considering the multidisciplinary aspects involved in the supply chain. Finally, the third satisfaction survey (Q3) revealed growing popularity of craft beers and a consumer preference for the packaging strategies over price when making purchase decisions.