Opportunities and challenges in the development of micro-brewing and beer tourism: A preliminary study from Alabama
Faculty of Business and Law
School of Marketing, Tourism and Leisure
Very recent changes in legislation of the state of Alabama over the consumption of beer at a higher alcohol by volume (ABV) are creating more favourable conditions for the establishment of a micro-brewing sector. The present exploratory study examines these current developments from the perspective of six “nascent” entrepreneurs. Participants’ responses suggest the promising potential that a state craft-beer sector represents a niche market, also using locally brewed craftbeer in combination with food as drawing cards that may additionally lead to the development of beer tourism in the state. Respondents are in agreement, however, that more changes are needed in the current legislature, but continue to occur very slowly, thereby limiting their potential, growth and ultimately their success. Given the paucity of research on micro-brewing from an entrepreneurial perspective, the study provides new insights that could be further explored in future studies.