A Comparison of Marketing Strategies of Microbreweries in the U.S. and Canada
Dr. Lise Heroux, Delena Clark

The beer industry is being transformed with the exponential growth of craft beers and microbreweries. This comparative exploratory study examines the marketing mix strategies utilized by microbreweries operating in the rural touristic regions of the northern sections of the state of New York, United States and the southern regions of the Quebec province of Canada. The findings suggest that microbreweries in the two regions implement similar marketing strategies in many respects, emphasizing their private beer labels, location and personal selling to generate sales and repeat customers. Less emphasis is placed on price and media advertising to attract customers. There is room for creative promotional approaches that can generate engagement with the customers and encourage repeat visits.

Full Text: PDF     DOI: 10.15640/jthm.v5n2a1