Building product awareness and distribution channels in crowded markets: An analysis of craft breweries in the USA.

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.