Presenter(s)

Aubrey Evers

Comments

9:00-10:15, Kennedy Union Ballroom

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Description

Globalization has transformed the craft beer industry, bringing both exciting opportunities and tough challenges for small breweries in Germany. While international trade and digital marketing have made it easier for these breweries to reach global markets, they now face growing competition from multinational beer corporations and foreign craft brands. At the same time, sourcing ingredients has become more complex, with many breweries balancing the need for high-quality, imported hops and malts with a push for sustainability and local sourcing. Consumer tastes are also evolving; German beer drinkers are embracing styles influenced by global craft beer trends, while international tourists are eager to experience Germany’s rich brewing heritage. This shift forces small brewers to innovate while staying true to tradition. Meanwhile, regulations, taxation, and trade policies present additional hurdles, shaping how these businesses expand beyond Germany’s borders. This paper explores how small craft breweries in Germany are adapting to globalization, drawing insights from industry reports, case studies, and academic research. Looking at real-world examples highlights how these businesses navigate challenges and seize new opportunities in a rapidly changing beer landscape.

Publication Date

4-23-2025

Project Designation

Capstone Project

Primary Advisor

Masha I. Kisel

Primary Advisor's Department

Global Languages and Cultures

Keywords

Stander Symposium, College of Arts and Sciences

Institutional Learning Goals

Vocation; Critical Evaluation of Our Times; Practical Wisdom

The Impact of Globalization on Small Craft Breweries

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