A supply-side analysis of the craft beer scene in Spain

Abstract

This study focuses on analysing beer, as a crucial element for dining, in portraying the destination image through depicting local images of where it is produced. A supply-side analysis was conducted using descriptive and K- prototype clustering analyses, which incorporated quantitative and qualitative data from an ad hoc database containing craft and industrial beers, to help answer the stated objectives. The results illustrate that, in the Spanish case, the relationship between craft beer and neolocalism may lack support since few local representations are found in craft or industrial beer labelling. Also, four beer clusters were found, allowing a more in- depth understanding of the beer scene in Spain. The findings shed light on the beer phenomenon from a multidimensional approach, combining market information (price, style, format, alcohol content), findings on neolocalism (labelling) and beer groups from clustering. This study is the first to comprehensively analyse the beer scene, combining quantitative and qualitative analysis from the supply side. The results have substantial implications for producers and tourism stakeholders, as they demonstrate there is room for strengthening the link between local imagery, destination identity and beer branding.