Not a pint sized industry – communication gap between breweries, retailers and the end consumer
Project Leads: Nadine Waehning, Keith Brighty
Student as Researchers: Nicole Frankel, Michael Smith, Matthew English
This project concerned itself with the communication gap between breweries (from the retailers to the end consumer). Micro- breweries are proud of their unique backgrounds and believe it is a key unique selling point, this it not the case for larger companies (Tesco etc.). To add to this consumers motives to purchase micro-breweries beers are different from hat the breweries expect. This project wanted to understand consumer motives and what is communicated between retailers.
Through this project, they were accepted to Beeronomic conference in Copenhagen and were allowed to add part of what they found to a survey at the CARMA beer festival in York. This is continuing this year through the scheme and continues to research consumer motives.