Assessing Neolocalism in Microbreweries

Abstract

Neolocalism can be defined as a conscious effort by businesses to foster a sense of place based on attributes of their community. Substantial research exists defining neolocalism and how businesses engage with it. Microbreweries are important actors in this movement and provide an ideal test case to develop an assessment tool. This project developed an assessment tool, using three key indicators of neolocalism, and tested its efficacy using data from microbreweries in Colorado, Oregon, and Texas. To develop the tool, three primary indicators of neolocal business practice were identified from existing literature: (1) use of local names and images in labeling and marketing; (2) environmental sustainability; and (3) social and community engagement. These indicators are important both to consumers and businesses in efforts to create a sense of place and engage with their community. Using these three indicators, more specific factors were developed to further define the index. The data are based on Internet research of microbreweries in Colorado, Oregon, and Texas using data available from the Brewers Association. Although many Web sites did not provide information related to the rubric, there were sufficient data to test the efficacy of the tool to measure neolocalism as practiced by microbreweries in these states.

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