My second presentation on the subject of Craft Brewing and American Beer Culture uses the "Review of Agricultural Economics" as a centre point for discussion. I have chosen this particular entry, as it discusses the importance of "niche marketing" within the malted barley industry.
It is entirely true that this article has little direct reference to my FYP, in that the journal mostly uses empirical data that describes the various types and regions of malt production, however using such a text is entirely intentional. The field of Craft brewing is not widely represented in the field of academia, and I have attempted to show through my presentation that it is necessary to use sources from further afield. It is through the process of sifting through seemingly useless information that one can construct useful information. An example of this would be where grain producers have altered their products and the manner in which they are distributed. This may appear to be of little use, but it alludes to how the producers of raw material in the brewing industry have had to alter their own businesses to make way and usher in new and independent businesses that have very specific demands.
I feel I have backed up and supported my arguments through different means and media, for example the use of statistics and graphs taken from the American Brewers Association, and definitions from my other primary and secondary research texts.
This presentation is not necessarily about beer, or the way it is made, but rather about how producers and entrepreneurs have needed to tailor their own companies and corporations to meet the consumer and public.