Untapped Potential of Local Brewery Brands in Their Communities

The craft brewery industry is growing in the United States. Due to changes state law over past 10 years, breweries are a relatively new Oklahoma. A unique aspect of compared larger that tend be grounded their local communities. purpose this research was understand how Oklahoma establish brand with respect Interviews were conducted personnel across Oklahoma, including participants from both more established and newer breweries. study purposefully engaging communities serving as third space (i.e., place not home or work helps foster social capital between community members). Much breweries’ promotion came customers’ word-of-mouth peers industry. Breweries actively using identifiers products tap rooms utilize branding. Craft working each other state’s industry, which considered coopetition when organizations could seen competitors also help other). Future recommended addresses states assess brands communities, use branding perceived outside results apply locally oriented food agricultural industries.