Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy
Abstract
:1. Introduction
1.1. Linking Sustainability, Embeddedness and Marketing
“a conscious effort by businesses to foster a sense of place based on attributes of their community”[15] (p. 66)
A “self-conscious reassertion of the distinctively local”.[17] (p. 38)
1.2. Research Questions
- What are the strategies implemented by the craft breweries to arouse in the consumer feelings of belonging to a community and to a specific territory?
- To what extent do the producers use the status of “agricultural craft brewery” to make their brand recognisable on the markets?
- What role does the concept of “sustainability” play in company strategies?
1.3. Corporate Identity, Corporate Brand Identity and Corporate Website
1.4. Craft Beer, Marketing and Branding
2. Materials and Methods
3. Results
- (1)
- Place and Raw materials origin
- (2)
- Status of agricultural breweries and product characteristics
- (3)
- 100% agricultural breweries
- (4)
- Status of agricultural brewery, culture and identity
- (5)
- Sustainable breweries
- (6)
- Values, culture and products
4. Discussion
5. Conclusions, Main Limitations, Future Research Opportunities
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Neolocalism Dimension | Code | Attribute |
---|---|---|
| Intangible (agricultural brewery) | Vision, mission, about us—Does the brewery declare the status of agricultural brewery? |
| Tangible (agricultural brewery) | Name—Is there any reference e to the status of agricultural brewery in the company name? |
| Tangible (agricultural brewery) | Logo—Is there any reference to the status of agricultural brewery in the company logo? |
| Tangible (agricultural brewery) | Product—Does the name of the products refer to agricultural beer? |
| Tangible (agricultural brewery) | Product—Is there any reference to the status of “agricultural beer” in the product label? Is there any reference to agricultural beer in the product label? |
| Tangible (agricultural brewery) | Product- Is there any reference to the status of agricultural brewery in the product description? |
| Intangible (sense of place) | Vision, mission, about us—Does the brewery include any geographical reference relating to existing or imaginary places? Does the brewery refer to animals or characters from history or local folklore in its narratives or symbology? Does the brewery claim to belong to the independent brewing sector? |
| Tangible (sense of place) | Name—Is there any geographical reference relating to existing or imaginary places in the company name? Is there any reference to animals or characters from history or local folklore in the company name? Is there any reference to the independent brewing sector in the company name? |
| Tangible (sense of place) | Logo—Is there any geographical reference relating to existing or imaginary places in the company logo? Is there any reference to animals or characters from history or local folklore in the company logo? Is there any reference regarding membership of the independent brewing sector in the company logo? |
| Tangible (sense of place) | Product—Is there any geographical reference relating to existing or imaginary places in the product name? Is there any reference to animals or characters from history or local folklore in the product name? Is there any reference to the independent brewing sector in the product name? |
| Tangible | Product—Is there any geographical reference relating to existing or imaginary places in the product label? Is there any reference to animals or characters from history or local folklore in the product label? Is there any reference to the independent brewing sector in the product label? |
| Tangible (sense of place) | Product—Is there any geographical reference relating to existing or imaginary places in the product description? Is there any reference to animals or characters from history or local folklore in the product description? Is there any reference to the independent brewing sector in the product description? |
| Local commodity production | Are the cereals 100% self—produced? |
| Local commodity production | Are the cereals 100% locally sourced? |
| Local commodity production | Are the cereals 100% of regional origin? |
| Local commodity production | Are the cereals 100% of national origin? |
| Environmental dimension | Does the company implement any water sustainability use program? |
| Environmental dimension | Does the company implement programmes to use energy from renewable sources? |
| Environmental dimension | Does the company implement any waste reduction program? |
| Environmental dimension | Does the company use raw materials from organic farming? |
| Environmental dimension | Does the company produce organic beer? |
| Social dimension | Does the brewery support local non-profit organisations? |
| Social dimension | Does the brewery create economic relations with other local producers? |
| Social dimension | Does the brewery create non-economic relations with other local producers? |
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Geographical Distribution | Craft Breweries | Agricultural Craft Breweries | Sample | |||
---|---|---|---|---|---|---|
N. | % | N. | % | N. | % | |
North West | 416 | 28.87% | 58 | 33.53% | 25 | 25.77% |
North East | 308 | 21.37% | 52 | 30.06% | 34 | 35.05% |
Centre | 268 | 18.60% | 39 | 22.54% | 26 | 26.80% |
South | 449 | 31.16% | 24 | 13.87% | 12 | 12.37% |
Total | 1441 | 100% | 173 | 100% | 97 | 100% |
Dimension | Attribute | Code | Description | References |
---|---|---|---|---|
Place identity | Tangible/(Physical) attributes agricultural craft brewery | Tangible_a | References to the status of agricultural brewery in the company name or logo. References to the status of agricultural beer in the name, label or description. | [38] |
[64] | ||||
[12] | ||||
[63] | ||||
[20] | ||||
[15] | ||||
[59] | ||||
Place identity | Intangible attributes agricultural craft brewery | Intangible_a | References to the status of agricultural brewery in the description of the vision, mission, values and corporate “history”. | [38] |
[12] | ||||
[59] | ||||
[63] | ||||
Place identity | Tangible/(Physical) attributes Sense of place | Tangible_sp | Use of place names or geographical references in the company name or logo. Use of the “humanisation” technique. Reference to the independent craft beer sector. | [24] |
[20] | ||||
[15] | ||||
Place identity | Intangible Attributes Sense of place | Intangible_sp | Use of place names or geographical references in the description of vision, mission, values and corporate history. | [24] |
[20] | ||||
[15] | ||||
Local commodity Production | Local commodity production | Local commodity production | 100% Self-produced raw materials. 100% Local/National/regional origin of raw materials. | [24] |
[20] | ||||
[15] | ||||
[49] | ||||
Sustainability | Environmental sustainability Social sustainability | Sustainability | The brewery implements practices to limit the environmental impact of production. The brewery produces organic beer. The brewery implements socially sustainable practices. | [15] |
[79] | ||||
[66] |
Attribute | Absolute Values | Percentage Values | ||
---|---|---|---|---|
1 | 0 | 1 | 0 | |
Intangible_a | 68 | 29 | 70.10% | 29.90% |
Tangible_a | 57 | 40 | 58.76% | 41.24% |
Intangible_sp | 91 | 6 | 93.81% | 6.19% |
Tangible_sp | 89 | 8 | 91.75% | 8.25% |
Local commodity Production | 74 | 23 | 76.29% | 23.71% |
Sustainability | 26 | 71 | 26.80% | 73.20% |
Cluster | Value | Intangible Agricultural Brewery | Tangible Agricultural Brewery | Local Commodity Production | Sustainability |
---|---|---|---|---|---|
Cluster 1 N = 23 | 1 | 0% | 17% | 65% | 9% |
0 | 100% | 83% | 35% | 91% | |
Cluster 2 N = 25 | 1 | 100% | 100% | 100% | 0% |
0 | 0% | 0% | 0% | 100% | |
Cluster 3 N = 13 | 1 | 100% | 100% | 100% | 100% |
0 | 0% | 0% | 0% | 0% | |
Cluster 4 N = 15 | 1 | 100% | 100% | 0% | 0% |
0 | 0% | 0% | 100% | 100% | |
Cluster 5 N = 11 | 1 | 45% | 0% | 100% | 100% |
0 | 0% | 100% | 0% | 0% | |
Cluster 6 N = 10 | 1 | 100% | 0% | 100% | 0% |
0 | 0% | 100% | 0% | 100% |
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Cipollaro, M.; Fabbrizzi, S.; Sottini, V.A.; Fabbri, B.; Menghini, S. Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy. Sustainability 2021, 13, 10903. https://doi.org/10.3390/su131910903
Cipollaro M, Fabbrizzi S, Sottini VA, Fabbri B, Menghini S. Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy. Sustainability. 2021; 13(19):10903. https://doi.org/10.3390/su131910903
Chicago/Turabian StyleCipollaro, Maria, Sara Fabbrizzi, Veronica Alampi Sottini, Bruno Fabbri, and Silvio Menghini. 2021. "Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy" Sustainability 13, no. 19: 10903. https://doi.org/10.3390/su131910903
APA StyleCipollaro, M., Fabbrizzi, S., Sottini, V. A., Fabbri, B., & Menghini, S. (2021). Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy. Sustainability, 13(19), 10903. https://doi.org/10.3390/su131910903