Consumer Perceptions of Craft Breweries in the American South

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.