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Geography and branding in the craft beer industry

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  • Ryan M. Hynes
  • Dieter F. Kogler

Abstract

Place-based branding strategies are important marketing tools for both regions and firms and take advantage of consumers’ embrace of the local in response to globalisation. Craft-brewing is a particularly salient user of these strategies and provides ample data. We use a dataset of breweries, their marketing language and their consumer ratings to study the effectiveness of place-based branding. We use named entity recognition to count references to geography, and measure how these references impact ratings. We find a strong, positive link between the number of place-based labels and a brewery’s rating, suggesting consumers are receptive to placed-based branding.

Suggested Citation

  • Ryan M. Hynes & Dieter F. Kogler, 2024. "Geography and branding in the craft beer industry," Regional Studies, Taylor & Francis Journals, vol. 58(10), pages 1886-1903, October.
    • Handle: RePEc:taf:regstd:v:58:y:2024:i:10:p:1886-1903
    DOI: 10.1080/00343404.2023.2255618
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