Exploratory research was conducted on craft breweries in California to explore how small businesses build product awareness and distribution channels for their niche products in a highly crowded market context. This research focused on the supply-side perspective of craft brewers, which was explored through in-depth interviews. It was found that to overcome the market control exercised by ‘mega-brewers’ in the industry, craft breweries adopted a strategy of fostering a ‘craft beer culture’ that connected directly to consumers (via brewery visits, beer events and social media). The paper adds to our understanding of the synergistic relationship that can exist between small business operations and tourism practices. It finds that it is advantageous for certain small businesses to adopt tourism practices in order for them to differentiate themselves positively against their competition.

Item Type:	Refereed Article
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Tourism
Research Field:	Tourism marketing
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Marketing
UTAS Author:	Dunn, A (Dr Alison Dunn)
UTAS Author:	Wickham, M (Dr Mark Wickham)
ID Code:	99934
Year Published:	2015
Deposited By:	TSBE
Deposited On:	2015-04-17
Last Modified:	2017-12-06
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