Traditions and entrepreneurial spirit: The evolving geography of craft brewing in Romania and dynamic interactions with the local development environment

In the complex image of the craft beer movement in Central and Eastern Europe, this paper proposes an exploration of the craft beer phenomenon in Romania by means of a mixture of macro and local-level approaches, which bring into the spotlight the location patterns of craft breweries, followed by the contribution of this industry to local growth and its integration into the local ecosystem. The former component is explored mainly by means of statistical data processing and static data visualisation techniques, including geographic mapping to represent spatial distributions, while the latter follows a qualitative interview-based investigation. The main results of the research show that Romanian craft breweries capitalise on geographical, cultural, and historical symbols, strengthening local identity, and creating an emotional connection with consumers through evocative branding. In addition, craft breweries focus on short supply chains and local markets, education for healthy consumption, and sustainability. The challenges entailed by production and distribution, changing consumer behaviour, the need to promote sustainable practices for eco-friendly brewing, and the adaptation to polycrisis-related shocks are particularly addressed. Finally, reflections are made on public policies capable of supporting this sector. • In Central and Eastern Europe the development of craft beer industry is influenced by a diversity of factors, with significant variations among countries. • The growth and geographical distribution of craft beer production in Romania is the result of both longstanding traditions before 1989 and resurgence of the entrepreneurial spirit in this sector especially since 2010. • Despite initial challenges during the pandemic, craft breweries in Romania proved high resilience. • The results indicate a growing trend towards neolocalism and underline the territorial branding dimension. • Educating consumers and distributors through direct and transparent communication by craft beer producers plays an essential role in building a relationship of trust and loyalty.