The role of the raw materials in the development of a Tuscan craft beer chain

Abstract

Over the past two decades, the craft beer sector has developed significantly both in Europe and Italy. Through a SWOT analysis, the research highlights the main critical points of the Tuscan craft beer chain, in particular the use of local raw materials, which are mainly linked to the cereal malting process currently carried out by large non-regional plants. The research also shows that the high quality and the strong product differentiation are the main strength of the sector, since they meet the preferences of a niche of consumers attracted by products characterized by a strong bond with the territory. The major risks concern the introduction of “craft” lines by multinationals and the entry of new craft breweries, which are not in line with the microbreweries’ quality standards.