Craft Beer Tourism: The Search for Authenticity, Diversity, and Great Beer

Abstract

While the modern-day craft brewing movement has its genesis in the United States, it is increasingly popular in a growing number of counties throughout the world. A defining characteristic of craft beer consumers is their desire to drink craft beer at the brewery where it was brewed. Consuming beer at the point of production ensures that beer is enjoyed in its freshest possible state. In addition to accessing fresh beer, visiting the taproom of a craft brewery also provides the beer drinkers with access to beers that are only available on-site or, if distributed, within a geographically limited market. This has resulted in the emergence and growth of what is termed beer tourism–craft beer aficionados travelling to a destination with the express purpose of visiting that destination’s local breweries. As beer tourism has grown in popularity, scholars from a number of disciplines have started to investigate it, with a view to gaining a better understanding of its various aspects. As a result, there is now a sizeable literature devoted to the topic. The purpose of this chapter is to review this literature in its entirety, with a view to documenting the current state of knowledge with regard to craft beer tourism.