Front Cover -- Case Studies in the Beer Sector -- Copyright Page -- Contents -- List of contributors -- Acknowledgments -- Introduction: Global trends in the beer market -- Purpose of the book -- Overview of the chapters and their contribution -- References -- I. Beer market: factors and trends -- 1 Industrial beer versus craft beer: definitions and nuances -- 1.1 Introduction -- 1.2 How beer is made -- 1.3 Craft beer versus industrial beer -- 1.4 Changes in the global beer market -- 1.5 The "Japanese beer wars": an example of market change -- 1.6 Trends in the global beer market

1.7 Conclusion: the role of consumers -- References -- Consulted websites -- 2 Understanding the behavior of beer consumers -- 2.1 Introduction -- 2.2 Study objective -- 2.3 Study method -- 2.4 Results -- 2.4.1 Beer demand, policy design, and public health concerns -- 2.4.2 Sensory perceptions, preferences, and emotional responses to beer -- 2.4.3 Beer consumer attitudes, perceptions, and choices -- 2.4.4 New trends in beer consumption -- 2.5 Discussion -- 2.6 Conclusion -- Acknowledgement -- References -- 3 Craft beers and breweries in the United Kingdom: where now, what next?

3.1 Introduction -- 3.2 Real ales and craft breweries in the United Kingdom -- 3.3 British beer festivals: place branding and tourism -- 3.4 Exporting Britishness with beers -- 3.5 United Kingdom craft breweries: what next? -- References -- Further reading -- 4 Craft breweries and tourism best practices across the life cycle -- 4.1 Introduction -- 4.2 Literature review -- 4.3 Method -- 4.4 Results -- 4.4.1 Tourism practices one: Tasting bars and tours -- 4.4.2 Tourism practices two: Festival participation -- 4.5 Discussion -- 4.5.1 Implications for theory -- 4.5.2 Implications for managers

4.6 Conclusion -- References -- II. Case studies on consumer science and product innovation and differentiation -- 5 From drinking beer to experiencing beer: the British beer market and the Castle Rock Brewery case -- 5.1 Introduction: The British beer market -- 5.2 The Castle Rock Brewery experience -- 5.2.1 Anticipation of trends -- 5.2.2 Continuous reinvention -- 5.2.3 Customers education -- 5.2.4 Community engagement -- 5.3 Conclusion: Case learnings -- References -- 6 Sites of consumption and sights of production: brew bars and craft beer in the city

6.1 Introduction: the rise of craft beer and more-than-commodity production -- 6.2 Crafting consumption: the glocalization of barscapes -- 6.3 Spatializing the craft beer product life cycle: a typology -- 6.3.1 Stage 1: Precraft-globalized production and consumption -- 6.3.2 Stage 2: Pioneer-experimentation and early adopters -- 6.3.3 Stage 3: Early boom-consolidation and competition -- 6.3.4 Stage 4: Late boom-differentiation and concentration -- 6.3.5 Stage 5: Postcraft-oligopolistic competition and homogenized differentiation -- 6.4 Sites of consumption: the "barscape" in Wellington