Exploring place marketing by American microbreweries: neolocal expressions of ethnicity and race

The American craft brewing scene has exhibited continued growth over the past several decades fueled by the desire of many patrons to opt for unique, local brews in the place of homogenous national and international brands. Previous research reports that American microbreweries often express neolocalism in the marketing of their products: using local place names, people, events, landscape features, and icons on their labeling and in their names to establish roots with the local environment and culture. By way of qualitatively surveying 1564 microbrewery websites, this paper looks through a neolocal lens to examine microbrewery usage of ethnicity and race in their marketing efforts. Microbreweries are found to express ethnicity and race in their marketing schemes to a limited extent within which ethnicity, more so than race, is demonstrated. Specific examples include references to ethnic ties to the Scots-Irish in Appalachia, specific Native American tribes throughout the country, and Latino, specifically Mexican/Mexican-American, cultural heritage in the American southwest. In addition, findings reflect the demographics of the industry, which is dominated by whites of European descent.