This research ascertains the effects and impacts made by the craft beer industry, and
the consumption of craft beer, on individual identities and local communities within
Design and Methodological Approach
This research selected a qualitative research, while using an explanatory sequential
mixed-methods design with online surveys to guide the second stage of focus groups.
Data source and methodological triangulation were carried out throughout the
research before a thematic analysis was used to answer the research question.
The research findings satisfied the objectives given and equipped the researcher to
answer the research question. The key findings highlight the impact of craft beer
consumption on the individual identities, the communities of interest created amongst
craft beer consumers in online but also offline groups. Further, the research examined
the relationships that they form along with their characteristics, opinions, and beliefs,
whereby the main focus lies upon small-scale production within Edinburgh.
In addition to that, the dissertation demonstrated evidence that craft beer consumers
focus on a sense of localism, act open-minded and adventurous.
Finally, it was also established that there is a clear gap between the craft beer industry
and its consumers that need to be addressed.
Key recommendations for further research are most noticeably the need for a
comparative study to allow comparative analysis across geographical areas and an
in-depth follow-up study, exploring the perceived gap between the industry and its