Abstract
The craft beer market has been growing steadily around the world, including in Brazil. Given the growing importance of the topic, the study of the unique characteristics of breweries – which offer products and services in the same environment, simultaneously – becomes relevant for the market. The beerscape, also known as the beer panorama, is a recent area of studies in the brewery environment. Academy manuscripts cover several definitions, and this paper synthesizes them, illustrating the state of the art in the field of studies. This qualitative and exploratory study uses a systematic literature review as research tool, based on the following problem: which beerscape models adapt to the hospitality within breweries? The main objective of this work is to list the main definitions of beerscape that can be adapted to the hospitality inherent to breweries. This study bases its theoretical foundation on the concepts of hospitality, commensality, and brands. Craft beer, under the beerscape lens, has meanings far beyond the simple ingestion of liquid. The collective consumption of the drink has strong meanings of social cohesion, lubricant of relationships and situations, psychological support, personal and collective health, and others. The broad relationship between beerscape and the area of geography was identified, a possible trend for studies on the subject. The relationships between place and beer are inseparable and supported by the context in which they are inserted. The relationship between brand development and marketing studies point to another direction of studies on beerscape, of equal complexity.
Presenters
Robert Kenzo FalckStudent, Doctorate, Universidade Anhembi Morumbi, São Paulo, Brazil Elizabeth Kyoko Wada
Coordinator and Faculty - Graduate Programme in Hospitality, Graduate Programmes (MSc and PhD), Universidade Anhembi Morumbi, São Paulo, Brazil
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Hospitality, Craft beer, Beerscape
