Consumer Perceptions of Craft Breweries in the American South

Jairus Rossi, Michael Vassalos, Claudia Schmidt, R. David Lamie, Anne Wade

Research output: Contribution to journalArticlepeer-review


Regulatory changes related to alcohol consumption in the southern United States led to an increase in the number of craft breweries, whose success depends on consumers’ perception of their performance. This research offers insights into which factors impact individuals’ awareness and perception of the performance of local breweries. Using data obtained from surveys across 13 communities in the southern United States and probit and ordered probit models, we found that residents of rural communities are less aware and rank performance lower compared to urban residents. Among demographic characteristics, years of residency and gender had a statistically significant impact.

Original languageEnglish
Pages (from-to)102-116
Number of pages15
JournalJournal of Food Distribution Research
Issue number3
StatePublished - Nov 2023

Bibliographical note

Publisher Copyright:
© 2023, Food Distribution Research Society. All rights reserved.


  • consumer
  • demand
  • food systems
  • Microbreweries

ASJC Scopus subject areas

  • Food Science
  • Agronomy and Crop Science
  • Economics and Econometrics
  • Management Science and Operations Research
  • Marketing


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