Seminar paper from the year 2016 in the subject Business economics - Industrial Management, grade: 90.00, Cologne Business School Köln, course: Strategic Management, language: English, abstract: Beer has been an integral part of German culture for centuries, but the craft beer industry, a more recent market segment, has been evolving since the 1980s. This paper delves into the context of the craft beer industry in Germany, exploring the dimensions of industry development, the inhibitors affecting this development, and the intriguing paradox between compliance and choice. To comprehend the craft beer segment's position within the German beer market, it's essential to analyze industry development. Porter's five forces (competitors, buyers, suppliers, new entrants, substitutes) identify key players within the industry that require deeper examination. Industry development results from shifts in the underlying factors within the sector. This analysis offers insights into the future of the craft beer market. Industry development encompasses several categories, each with unique characteristics that signal potential shifts in the industry landscape. These dimensions will be further explored. In converging industries, companies become more alike, while divergence occurs when businesses introduce new models and differentiate themselves. The beer industry leans toward divergence, especially within the craft beer subsector. Craft beer is a product of this divergence, with brewers striving to offer unique experiences and flavors. Craft breweries focus on individuality and distinctive taste profiles, challenging the former homogeneity of beer. Craft beer can be divided into subcategories, such as microbreweries, brewpubs, contract brewing companies, and regional craft breweries. These segments showcase the industry's capacity for innovative business models, ensuring each craft brewer's uniqueness.

This book investigates the birth and evolution of craft breweries around the world. Microbrewery, brewpub, artisanal brewery, henceforth craft brewery, are terms referred to a new kind of production in the brewing industry contraposed to the mass production of beer, which has started and diffused in almost all industrialized countries in the last decades. This project provides an explanation of the entrepreneurial dynamics behind these new firms from an economic perspective. The product standardization of large producers, the emergence of a new more sophisticated demand and set of consumers, the effect of contagion, and technology aspects are analyzed as the main determinants behind this ‘revolution’. The worldwide perspective makes the project distinctive, presenting cases from many relevant countries, including the USA, Australia, Japan, China, UK, Belgium, Italy and many other EU countries.

Institutions and ownership play a central role in the transformation and development of the beer market and brewing industry. Institutions set the external environment of the brewery through both formal requirements and informal acceptance of company operations by the public. On the other hand, owners and managers adapt to these external challenges while following their own strategic agenda. This book explores the implications of this dynamic for the breweries, discussing how changes in institutions have contributed to the restructuring of the industry and the ways in which breweries have responded, including a craft beer revolution with a surge in demand of special flowered hops, a globalization strategy from the macro breweries, outsourcing by contract brewing, and knowledge exchange for small sized breweries. Structured in two parts, with a focus on institutions (Part I) and ownership (Part II) respectively, this book examines the link between institutions and governance in one of the most dynamic and innovative industries.

Horst Dornbusch introduces you to the glorious world of German beer. Nowhere has the history of beer been so intimately intertwined with the political, religious, and cultural history of the land and its people as in Germany. Trace the 3,000-year-old story of German beer from its turbid beginnings among tribal bands in the forests to the crisp, clean gems we drink today. Discover German beer’s subtle secrets—find out what makes it special and sets it apart. Learn why Germany is arguably the greatest beer culture in the world. Examine the ingredients that go into authentic German beers and follow the processes that make these beers.

Institutions and ownership play a central role in the transformation and development of the beer market and brewing industry. Institutions set the external environment of the brewery through both formal requirements and informal acceptance of company operations by the public. On the other hand, owners and managers adapt to these external challenges while following their own strategic agenda. This book explores the implications of this dynamic for the breweries, discussing how changes in institutions have contributed to the restructuring of the industry and the ways in which breweries have responded, including a craft beer revolution with a surge in demand of special flowered hops, a globalization strategy from the macro breweries, outsourcing by contract brewing, and knowledge exchange for small sized breweries. Structured in two parts, with a focus on institutions (Part I) and ownership (Part II) respectively, this book examines the link between institutions and governance in one of the most dynamic and innovative industries.

Explore the sensation of tart, fruity and refreshing Gose-style beers, popular in Germany centuries ago and experiencing a renaissance today. Follow the development of this lightly sour wheat beer as it grew, then bordered on extinction, before surging into popularity due to the enthusiasm and experimentation of American craft brewers. Gose explores the history of this lightly sour wheat beer style, its traditional ingredients and special brewing techniques. Discover brewing methods from the Middle Ages and learn how to translate them to modern day beer. Learn about salinity, spices, and lactic acid as you experiment with Gose recipes from some of the best-known craft brewers of our time. This refreshing journey captures the innovation and experimentation that is occurring within the style and help you brew your own Gose-style beers.

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Industriebetriebslehre, Note: 1,7, University of West Florida, Sprache: Deutsch, Abstract: In the brewing industry exist two profitable segments: The big, global breweries and the small, specialist brewing companies. Companies, who do not differentiate from its competitors or do not have the critical mass, find themselves in a “stuck in the middle”-position. They need to adapt their strategy to find an alliance, or look for differentiation. The advantages of the global brewing companies are: They have bigger cash reserves on hand to survive in competition, posses a better market access and distribution network, profit from economies of scale, have strong market positions, as well as well-known and strong brand names. The small breweries sell beer in their niche with special taste, image or regional background. The beer consumption in the mature market of Western Europe and North America stagnates. New markets emerged in Eastern Europe, Asia and Latin America. The industry becomes more global. The big breweries expand in these emerging markets by acquiring regional companies. The concentration process of the past years is expected to continue. In the traditional beer markets, job opportunities are not good. Breweries replace employees only in the range of normal fluctuation. In contrast to the emerging markets, where the need of specialist is high and the job opportunities are very good. The brewing industry has also to be aware of changing consumer attitudes toward healthier lifestyle, and the growing popularity of wine and beer-mixed drinks. Therefore new products have to be placed. Research and development is believed to be a key element in the future of the industry. Good job opportunities are given in this field.