Collaborative resistance: how a craft beer scene was built through sharing and nurturing relationships.

Cunningham, James; Fraser, Simon S.

Abstract

In this chapter, we explore the entrepreneurial nature of craft brewing. We find growth in the microbrewery sector has been supported through a cooperative approach between competing artisanal small firms. This has helped build competitive advantage in resistance to the dominant market forces of large brewers. Data were gathered using semi-structured interviews with twelve craft brewers in the North East of Scotland. Analysed findings are used in the design of a conceptual model on the nature of collaboration in the craft beer sector. An artisanal scene is presented, where community benefit and continued development of the craft beer movement is prioritised, over commercial and strategic growth. The typically small firms in this area share resources and support each other in a drive to wean customers away from the large mainstream producers. We argue that the nature of the craft beer sector seeks to actively resist market dominance, not only through product quality and marketing, but also in the entrepreneurial behaviours enacted to sustain the movement. Our findings suggest a co-existence of both collaboration and competition in the strategic decisions of craft brewers. The focus is on the locally embedded connections these firms develop in the maintenance of their craft roots, with a range of complex interconnected factors linking brewer, community, and the broader industry.

Citation

CUNNINGHAM, J. and FRASER, S.S. 2021. Collaborative resistance: how a craft beer scene was built through sharing and nurturing relationships. In Clarke, D., Ellis, V., Patrick-Thomson, H. and Weir, D. (eds.) Researching craft beer: understanding production, community and culture in an evolving sector. Bingley: Emerald [online], chapter 6, pages 79-98. Available from: https://doi.org/10.1108/978-1-80043-184-320211006

• Online Publication Date: Jun 25, 2021
• Publication Date: Dec 13, 2021
• Deposit Date: May 10, 2021
• Publicly Available Date: Jun 25, 2021
• Publisher: Emerald
• Pages: 79-98
• Book Title: Researching craft beer: understanding production, community and culture in an evolving sector.
• Chapter Number: Chapter 6
• ISBN: 9781800431850
• DOI: https://doi.org/10.1108/978-1-80043-184-320211006
• Keywords: Craft beer; Artisan production; Resistance; Collaboration; Entrepreneurship; Brewing
• Public URL: https://rgu-repository.worktribe.com/output/1334831
• Contract Date: May 7, 2021