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The boom of the brewery industry: A qualitative analysis of the current bubbling trend that has washed over the Swedish market
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The number of microbreweries in Sweden has shown a huge increase over the last few years. The massive expansion concerns professionals as well as civilians, and the purpose of this thesis is to examine what factors answers for this boom. This was proceeded through qualitative interviews with different professions within the business. Together with eight performers included in the value chain of the brewery industry, the authors have managed to point out the most important circumstances that can help explain this phenomenon. Changed ways of living, developed techniques, liberalizations, foreign influences and several other factors have had a direct impact on the success of these enterprises. However, the writers assessed the underlying power of the following as greater; The local assortment of Systembolaget TSLS, the inclusion of women as consumers, the establishment of the first supplier of brewery commodities and equipment on the Swedish market, a considerable quality improvement of beer and also the emergence of social media. Above-mentioned factors constitute as main conclusions of this thesis.

Abstract [sv]

Antalet mikrobryggerier i Sverige har ökat något enormt under de senaste åren. Den massiva expansionen berör såväl branschfolk som privatpersoner, och syftet med denna uppsats är att undersöka vilka faktorer som legat till grund för boomen. Detta genomförs med hjälp av kvalitativa intervjuer med olika yrkesroller verksamma i branschen. Tillsammans med åtta aktörer inom bryggerinäringens värdekedja har författarna utifrån empirin listat de viktigaste omständigheter som kan hjälpa till att förklara fenomenet. Förändrad livsstil, utvecklad teknik, liberaliseringar, utländska influenser och en mängd andra faktorer har haft en direkt påverkan på mikrobryggeriernas framgång. Dock bedöms att vissa faktorer haft en tillräckligt betydande roll för att utgöra studiens slutsatser; Systembolagets lokala sortiment TSLS, inkluderandet av kvinnor som konsumentgrupp, etablerandet av Sveriges första leverantör av råvaror och utrustning för bryggare, en avsevärt förbättrad kvalitet på drycken samt uppkomsten av sociala medier.

Place, publisher, year, edition, pages
2019. , p. 48
Keywords [en]
Microbrewery, craft beer, trend, marketing
Keywords [sv]
Mikrobryggeri, hantverksöl, trend, marknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-38442OAI: oai:DiVA.org:sh-38442DiVA, id: diva2:1328172
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-06-20 Created: 2019-06-20 Last updated: 2019-06-20Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf