Identifying extrinsic and intrinsic attributes in relation to Mexican craft beer production

The purpose of this paper is to identify concordances between producer and consumer perceptions on the importance of craft beer’s intrinsic and extrinsic attributes. Although beer is Mexico’s most popular alcoholic beverage and craft beer consumption has increased, craft beer producers still face challenges for growth. We therefore examine how extrinsic and intrinsic attributes influence consumers’ purchases and producer behavior. To analyze the producers’ perspective, data were collected from a focus group of craft beer brewers; the results were evaluated with Nvivo and Atlas.ti software; then, semantic scales were designed for craft beer consumers. Main findings showed that craft beer’s most relevant attributes, for master brewers and manufacturers, are style diversity, complexity, abundant hops and abundant malt, exotic ingredients, no additives, carbonated, non-industrial, independent, high-alcohol content, strong smell, and flavor, thirst-quenching, more expensive than industrial beer, artisan-made aesthetic, sold directly by the producer at a low volume. Craft beer brewers hold the central idea that this type of product ought not to be in any way associated with industrial beer. This artisanal mindset is not limited to craft beer elaboration and production but also encompasses administration and marketing. Craft beer brewers see themselves as a sort of elite, who manufacture beer for elite consumers. It seems that craft beer brewers choose to distance themselves from any idea or process, which is related to industrial processes or marketing concepts. The inclusion of these attributes would take them away from the realm of artisan-made products and include them in industrial-made ones. These results allow us to ascertain that the perceptions of brewers and manufacturers partially overlap with those of consumers. The main differences between consumers and producers lie in the greater importance consumers give to extrinsic attributes, which are of little relevance to master brewers, who believe intrinsic attributes and other specific traits lead to consumer satisfaction. This creates issues for craft beer brewers’ success.