relationship building in the craft beer industry: a study of public relations within the growing artisanal and locavore movements

The American craft beer industry has seen tremendous growth in the last two decades and exemplifies the growing artisanal and locavore movements which are shaping a variety of industries and reflect shifts in stakeholder motivations, particularly Millennials. Through a series of interviews with craft beer professionals, this study explores the role of public relations in the craft beer industry, what is unique about public relations within industry, and the strategies breweries use to build relationships with one another and other stakeholders. Findings do not only apply to craft beer, but other industries influenced by the locavore and artisanal movements.