Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy

This paper proposes an in-depth analysis of the branding strategies implemented by agricultural craft breweries in Italy. For small-scale companies operating emerging beer sector, effective play a key role differentiating themselves from their competitors and gaining competitive advantages. The focuses on concept sustainability its relation to Neolocalism. In addition, analyses what extent brewing leverage status breweries. A mixed-method approach is adopted analysis. Web Content Analysis (WebCa) led extrapolation relevant information company websites. data were coded according 1/0 binary scheme (presence/absence) subjected cluster results highlight presence six different typologies breweries, thus identifying clusters. clusters differ emphasis both brewery components characterising corporate brand attributes defining sustainability.