Abstract:

Large scale corporations dominate Canadian beer markets, but the industry has seen the growth in recent years of craft producers who both respond to and are responsible for creating a demand for a beverage which is made in smaller quantities and formulated with minimal ingredients. To offer a beer that exhibits greater individuality, these boutique operations often emphasize local sources and embrace contemporary ecological principles to advance the notion of sustainability. Through interviews, this paper examines the brewing processes and marketing practices of the forty-three craft breweries that have altered the beer landscape in Ontario Canada. Surveys have also been conducted with consumers who were systematically sampled at several festivals and events that were held in the summer of 2010. Results demonstrate that beer, much like other beverages and foods, appeals to a segment of consumers who value terroir and its implications for distinctiveness, integrity, quality and environmental responsibility. They belong to a discriminating segment that is well educated and highly paid and values the ability of beer to enhance the dining experience. A greater appreciation of this demand will contribute to the efforts to promote culinary tourism, one the fastest growing component of the travel industry. The project demonstrated the benefits of collaboration between academic faculty in the Department of Geography and the School of Hospitality with industry support from industry that brews craft beer in Ontario.

Keywords:

Craft beer, sustainability, terror.