Market differentiation: practices and socio-technical agencing in the craft beer market

Purpose This study aims to characterize the socio-technical agencing in the craft beer market based on its practices that construct market differentiation. Design/methodology/approach This is a multiple-case study involving nine craft breweries; the data were collected through in-depth interviews and analyzed using content analysis techniques and nonparticipant observation. Findings Four guiding classes of craft beer practices were identified: i) inputs and quality (high value and cost); ii) marketing channels (points of sale and website); iii) types of events and public that frequents them; iv) harmonization and representation of beer with food (sensory issues). These classes group 19 craft practices, and the results demonstrate the heterogeneity of their diffusion among market actors; however, a direct intention of the actors is perceived in agencing practices that construct differentiation of the craft beer market in relation to the mass-produced market. Originality/value This study is valuable in describing the multiplicity in the agencing of craft and the socio-technical nonhomogeneity in the craft beer market. In addition, the study is original in identifying craft practices and their roles in the socio-technical agencing of the craft beer market.