“The continued success of the craft brewing industry hinges upon the production of consistent and flavorful beers…”

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The continued success of the craft brewing industry hinges upon the production of consistent and flavorful beers, as well as a strong connection to the consumers via keen marketing and a clear brand identity. Californian brewers are distinct from their counterparts elsewhere in the nation due to the social climate the counter-industry developed within in its early stages. The current growth and success is the result of the founding conditions of this market segment.

Eric Ortega, “The Golden State of Brewing; California’s Economic and Cultural Influence in the American Brewing Industry” (Master’s thesis, California State University, Fullerton, 2015), 78.

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