Crafting a South African Brew: a study of South African craft breweries and their marketing strategies

 

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dc.contributor.advisor Glenn, Ian E en_ZA
dc.contributor.author Green, Lauren Grace en_ZA
dc.date.accessioned 2015-08-10T06:45:50Z
dc.date.available 2015-08-10T06:45:50Z
dc.date.issued 2015 en_ZA
dc.identifier.citation Green, L. 2015. Crafting a South African Brew: a study of South African craft breweries and their marketing strategies. University of Cape Town. en_ZA
dc.identifier.uri http://hdl.handle.net/11427/13682
dc.description Includes bibliographical references. en_ZA
dc.description.abstract 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. en_ZA
dc.language.iso eng en_ZA
dc.subject.other Media, Theory and Practice en_ZA
dc.title Crafting a South African Brew: a study of South African craft breweries and their marketing strategies en_ZA
dc.type Master Thesis
uct.type.publication Research en_ZA
uct.type.resource Thesis en_ZA
dc.publisher.institution University of Cape Town
dc.publisher.faculty Faculty of Humanities en_ZA
dc.publisher.department Centre for Film and Media Studies en_ZA
dc.type.qualificationlevel Masters
dc.type.qualificationname MA en_ZA
uct.type.filetype Text
uct.type.filetype Image
dc.identifier.apacitation Green, L. G. (2015). <i>Crafting a South African Brew: a study of South African craft breweries and their marketing strategies</i>. (Thesis). University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies. Retrieved from http://hdl.handle.net/11427/13682 en_ZA
dc.identifier.chicagocitation Green, Lauren Grace. <i>"Crafting a South African Brew: a study of South African craft breweries and their marketing strategies."</i> Thesis., University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2015. http://hdl.handle.net/11427/13682 en_ZA
dc.identifier.vancouvercitation Green LG. Crafting a South African Brew: a study of South African craft breweries and their marketing strategies. [Thesis]. University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2015 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/13682 en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Green, Lauren Grace AB - 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. DA - 2015 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2015 T1 - Crafting a South African Brew: a study of South African craft breweries and their marketing strategies TI - Crafting a South African Brew: a study of South African craft breweries and their marketing strategies UR - http://hdl.handle.net/11427/13682 ER - en_ZA


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