What about the locals? Laying out a third place branding strategy for local craft breweries in the neolocalism literature

Craft breweries Craft breweries commonly appeal to tourists and other "non-local" consumers by showcasing iconic cultural, geographic, and historical features in their branding schemes. Such place-based branding Place-based branding neglects locally based consumers who seek intimate connections to community Community via their consumption choices and routines. In this chapter, we present a case study of The Shop Beer Beer Company, a local craft brewery Craft breweries located in Tempe, Arizona. Data originate from a catalog of 137 label Labels designs and nearly 30 h of unstructured interviews with the brewery Breweries founder. Using a grounded theory approach, we organically identify four elements-lay, provocation, participation, and proximity-that synergistically represent a novel third place Third Placesbranding Place branding model. The model directly integrates the notion of third place Third Places with established narratives pertaining to local beer Local beerbranding Beer branding and neolocalism Neolocalism more generally. Likewise, the model stands to inform how craft brewers and community Community developers strategically approach place-making Place-making in ways that foreground local consumer connectedness.