Craft Beer in Portugal – a Study About Consumers, Perceptions, Drivers and Barriers of Consumption
Craft beer in Portugal – A study about consumers, perceptions, drivers and barriers of consumption Sérgio Machado Dissertation written under the supervision of Miguel Rita Dissertation submitted in partial fulfilment of requirements for the MSc in Management with specialization in Strategy & Entrepreneurship, at the Universidade Católica Portuguesa, June 2019. Abstract Title: Craft beer in Portugal - A study about consumers, perceptions, drivers, and barriers of consumption. Author: Sérgio Filipe Segadães Marques Machado Keywords: craft beer, alcoholic beverages, consumption, drivers, perceptions, barriers, innovation, tradition. The craft beer movement has revolutionized the beer industry worldwide, through the investment on new styles of beer, produced in small quantities and in an independent way of large breweries, in a process that links tradition to creativity and innovation. Portugal is no exception to the emergence of this phenomenon. Therefore, this study aims to understand who are the craft beer consumers in Portugal, how is this beverage perceived by the population and also what are the drivers and barriers of this consumption in this country. A mixed methodology was chosen, combining in-depth interviews and an online survey. It was noticed that the consumption of craft beer in Portugal was predominantly carried out by male individuals. The results indicated that the desire to experience novelty, perceived authenticity, and the attractiveness of packaging and branding are drivers of the consumption of craft beer in Portugal compared to the consumption of any other alcoholic beverage. Craft beer is seen as a high-quality beverage, and its consumption is not associated with a craving for intoxication. It was also verified that the consumption of this beverage is based more on the consumption of a concept or a culture rather than on a specific brand.
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