Sustainable branding and innovation in the craft beer sector

Purpose The study aims to analyse whether the selected craft beers carry out sustainable practices, not only in production but also in promotion and distribution, highlighting territoriality and shared pride with their audience. Design/methodology/approach This article examines sustainable practices in craft beers through a qualitative analysis of 42 breweries in Spain. Territorial marketing and circular economy strategies are identified. The results show an increasing integration of sustainable practices and their impact on brand perception. This research contributes to the literature on sustainability in local industries and offers recommendations for small breweries seeking to differentiate themselves in competitive markets. Findings Key results show the integration of territoriality and sustainability elements in their marketing. Diverse sustainable practices are observed such as the installation of solar panels and the use of gas-powered vehicles. As for the advertising, and public relations strategy, it is noted that all the beers studied use these tools to be present at fairs, festivals, and events in their territories. Originality/value This study investigates the integration of sustainable practices in the craft beer industry in Spain, analysing a sample of 42 breweries. Qualitative methods are used to identify sustainability practices and the promotion of territorial branding strategies. Results indicate a correlation between brand identity and sustainability, with implications for the expansion of the circular economy model. It is suggested that small artisanal producers adopt territorial branding models to strengthen their sustainability and competitiveness.