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EMAC 2024 Annual


Craft beers in Spain: from territorial to digital
(A2024-119868)

Published: May 28, 2024

AUTHORS

Fernando Garcia Chamizo, ESIC University; José Manuel Lòpez-Agulló Pérez Caballero, ESIC University; Belén Rodríguez de Mier, ESIC University

ABSTRACT

Craft beers in Spain: from territorial to digital Abstract: This paper is qualitative research, based on the interpretation of content, resulting from the analysis of 40 craft beer breweries in Spain to identify the elements of territoriality and sustainability present in their communication with their stakeholders such as the name, slogans, communication through their accounts on social networks, mainly Instagram, packaging and public relations events such as visits to factories, tastings, competitions, festivals, exhibitions and cultural and sporting sponsorships. The characteristic and genuine aspects of each type of craft beer will be left aside, although sustainable practices linked to the manufacturing process and the recycling of by-products such as bagasse (the remains of the malt after its use) will be studied within a trend identified towards the circular economy. Keywords: craft beer, territory branding, sustainability Advertising & Marketing Communications