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On the Existence of Belgian Craft Breweries: Explorative Research at the Microlevel

  • Eline PoelmansEmail author
  • Thomas P. G. Ostyn
Chapter
  • 28 Downloads

Abstract

Regardless of lacking a craft brewery organization, historical beer country Belgium has a reasonably strong, very vivid and growing craft brewery movement. This paper assesses the Belgian craft brewery “movement” from a bottom-up perspective. More specifically, through interviews, it tries to create an understanding of the Belgian microbreweries. We compare our findings against the framework by Kleban and Nickerson (J Int Acad Case Stud 18(3):59–81, 2012) who analyzed the craft brewery movement in the US. The comparison focuses on business strategies, branding, (social media) marketing, and CSR. Our results differ substantially from those by Kleban and Nickerson. Furthermore, we investigated whether geography played a role in the interviewed breweries day-to-day activities and whether this did or did not lead to different results. Although the interviewed Belgian microbreweries behaved more or less alike, no matter where they were located in Belgium, geography—in the sense of location of establishment or historical and folkloristic events linked to that location—seem to have played a role in the microbreweries’ branding practices.

Keywords

Belgian craft breweries Business strategies Branding Marketing CSR Tied houses Geography Neolocalism 

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Interviews

  1. Castelein G, Spiesens D (2014) Interview Brouwerij Alvinne (Ostyn T, Interviewer). Website: https://www.alvinne.com, 14 May 2014
  2. De Splenter A (2014) Interview Stadsbrouwerij Gruut (Ostyn T, Interviewer). Website: http://www.gruut.be/en, 14 Mar 2014
  3. Declercq N (2014) Interview Brasserie de Marsinne (Ostyn T, Interviewer). Website: http://www.marsinne.be, 8 Apr 2014
  4. Delrue B (2014) Interview Brouwerij ‘t Gaverhopke (Ostyn T, Interviewer). Website: http://www.tgaverhopke.be/Main-EN.html, 2 Apr 2014
  5. Dilewyns A-C (2014) Interview Brouwerij Dilewyns (Ostyn T, Interviewer). Website: https://www.vicaris.be/nl/de-brouwerij, 19 Mar 2014
  6. Herteleer K (2014) Interview Brouwerij De Dolle Brouwers (Ostyn T, Interviewer). Website: http://www.dedollebrouwers.be/en/bierbrouwerij, 4 Apr 2014
  7. Hoffelinck D (2014) Interview Brouwerij Danny (Ostyn T, Interviewer). Website: http://www.brdanny.be/news-2/, 8 Apr 2014
  8. Pinckaers A (2014) Interview Brasserie de l’Abbaye du Val Dieu (Ostyn T, Interviewer). Website: https://www.val-dieu.com, 27 Feb 2014
  9. Toye G (2014) Interview Brouwerij Toye (Ostyn T, Interviewer). Website https://www.goedendagbier.be/en, 24 Feb 2014
  10. Verbraekel D (2014) Interview Brouwerij ‘t Kroontje. (Ostyn T, Interviewer). Website http://www.tkroontje.be/wp/, 18 Feb 2014

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.KU Leuven, Faculty of Economics and BusinessResearch Centre for Economics (ECON)City of BrusselsBelgium

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