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Crafting a South African Brew: a study of South African craft breweries and their marketing strategies
Includes bibliographical references.
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| Main Author: | |
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
Centre for Film and Media Studies
2015
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| _version_ | 1867613395276005376 |
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| access_status_str | Open Access |
| author | Green, Lauren Grace |
| author2 | Glenn, Ian E |
| author_browse | Glenn, Ian E Green, Lauren Grace |
| author_facet | Glenn, Ian E Green, Lauren Grace |
| author_sort | Green, Lauren Grace |
| collection | Thesis |
| description | Includes bibliographical references. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/13682 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:35:28.051Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | Centre for Film and Media Studies |
| publisherStr | Centre for Film and Media Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/13682 Crafting a South African Brew: a study of South African craft breweries and their marketing strategies Green, Lauren Grace Glenn, Ian E Media, Theory and Practice Includes bibliographical references. In recent years South Africa has seen the formation of a nascent craft beer industry, with scores of small, independently owned breweries appearing in all corners of the country. Given this growth this descriptive study aims to provide an account of the marketing strategies used within the industry. This study used method and data triangulation, involving both qualitative and quantitative research approaches . Consecutive sampling of all active South African craft breweries was us ed, in order to give a holistic and accurate account (where n=86) . Data was analysed through qualitative content analysis of surveys administered to 24 craft brewers. Furthermore, social media data from the Facebook and Twitter pages of the 86 breweries was analysed quantitatively and through inferential statistics. This aimed at determining whether there were relationships between social media activity and audience size and engagement. The results of this research suggest that craft breweries in South Africa rely heavily on below - the - line and direct marketing tactics. The social media analysis also showed significant positive correlations between brewery -driven activity and audience size as well as engagement. 2015-08-10T06:45:50Z 2015-08-10T06:45:50Z 2015 Master Thesis Masters MA http://hdl.handle.net/11427/13682 eng application/pdf Centre for Film and Media Studies Faculty of Humanities University of Cape Town |
| spellingShingle | Media, Theory and Practice Green, Lauren Grace Crafting a South African Brew: a study of South African craft breweries and their marketing strategies |
| thesis_degree_str | Master's |
| title | Crafting a South African Brew: a study of South African craft breweries and their marketing strategies |
| title_full | Crafting a South African Brew: a study of South African craft breweries and their marketing strategies |
| title_fullStr | Crafting a South African Brew: a study of South African craft breweries and their marketing strategies |
| title_full_unstemmed | Crafting a South African Brew: a study of South African craft breweries and their marketing strategies |
| title_short | Crafting a South African Brew: a study of South African craft breweries and their marketing strategies |
| title_sort | crafting a south african brew a study of south african craft breweries and their marketing strategies |
| topic | Media, Theory and Practice |
| url | http://hdl.handle.net/11427/13682 |
| work_keys_str_mv | AT greenlaurengrace craftingasouthafricanbrewastudyofsouthafricancraftbreweriesandtheirmarketingstrategies |