Study: Craft microbreweries hold key to new markets

Professor Wilson Ng, Regent's Visiting Professor in Entrepreneurship & Family Business, continues to make the most of the ongoing lockdown restrictions to successfully published his fourth research paper this year in the prestigious Journal of Technological Forecasting and Social Change

Professor Wilson Ng
Professor Wilson Ng

His paper, which covers enterprise and craft beer brewing, taps into the growing trend of do-it-yourself (DIY) homebrewing labs, which are gaining prominence in entrepreneurial circles.

He argues that so far, 'there has been little understanding of craft breweries' economic and social importance,' but that DIY labs have a great 'potential for market growth.' 

Professor Ng goes on to say: 'Industries such as industrial beer brewing, while well established, have not satisfied the needs of consumers who were once perceived as niche drinkers. This dissatisfaction has presented an entrepreneurial opportunity for craft brewers to create a valuable new market' and create value for consumers. 

Read the full paper in the Journal of Technological Forecasting and Social Change.