• Login
    View Item 
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Craft beer: marketing strategies to survive the bubble bursting

    View/Open
    msc_gibney_k_2018.pdf (1.702Mb)
    Author
    Gibney, Kevin
    Date
    2018
    Degree
    MSc in Marketing
    URI
    https://esource.dbs.ie/handle/10788/3566
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
    Metadata
    Show full item record
    Abstract
    The craft beer industry is one of the most rapidly growing industries in Ireland. Many new companies have established over the last few years. From humble beginnings, craft brewers who had a passion for producing artisanal beers wanted to offer the consumer something more authentic. For decades the Irish beer market was dominated by mostly mainstream brands. The entry of new products became stagnant and craft brewers became the disrupters of the industry. Analysing this rapid growth of new microbreweries, this dissertation looks at the market share of craft beer. It evaluates whether new entrants and current brewing companies will be able to continue to operate. The Irish beer market may have become overly saturated with products. Looking at certain marketing and branding strategies used by established brewing companies, assessments are made on whether new entrants will survive. The thesis explores opinions from industry leaders and new theories are developed. The market growth appears to be slowing and long-standing beer companies with vast resources are not going to yield to this new competition. There are many barriers to getting new products on to the market. Examining the abilities of the brewery owners to operate in this environment, recommendations elaborate that new entrants need to adapt their current ethos. There is a certain culture associated with craft beer, both with the consumers and the microbreweries. They both like to experiment with new styles and flavours but the typical craft beer drinker is not brand loyal. Craft brewers may need to target mainstream brand drinkers and start producing more accessible beers for them. Beers that are not so heavy in flavour and high in alcohol. This is something that many new companies have not been able to achieve.
    Collections
    • Business & Management

    Browse

    All of DBS eSourceCommunities & CollectionsBy Issue DateAuthorsSupervisorTitlesSubjectsThis CollectionBy Issue DateAuthorsSupervisorTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2023  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV