Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy

Maria Cipollaro, Sara Fabbrizzi, Veronica Alampi Sottini, Bruno Fabbri and Silvio Menghini
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Maria Cipollaro: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy
Sara Fabbrizzi: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy
Veronica Alampi Sottini: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy
Bruno Fabbri: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy
Silvio Menghini: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy

Sustainability, 2021, vol. 13, issue 19, 1-17

Abstract: This paper proposes an in-depth analysis of the branding strategies implemented by agricultural craft breweries in Italy. For small-scale companies operating in the emerging craft beer sector, effective branding strategies play a key role in differentiating themselves from their competitors and gaining competitive advantages. The paper focuses on the concept of sustainability and its relation to Neolocalism. In addition, the paper analyses to what extent the craft brewing companies leverage the status of agricultural craft breweries. A mixed-method approach is adopted in the analysis. A Web Content Analysis (WebCa) led to the extrapolation of relevant information from the company websites. The data were coded according to a 1/0 binary scheme (presence/absence) and subjected to cluster analysis. The results highlight the presence of six different typologies of strategies implemented by the agricultural craft breweries, thus identifying six clusters. The six clusters differ in their emphasis on both agricultural brewery status and the components characterising the corporate brand and the attributes defining the concept of sustainability.

Keywords: Neolocalism; embeddedness; sustainability; craft beer; agricultural breweries; marketing strategies (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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