Table 2 Thematic areas from podcast and... | Emerald Publishing

Table 2

Thematic areas from podcast and IG posts analyses

Thematic areas	Brand identity (core values)	Description	Sample quotes
Podcasts
Culture, identity & territory	Radical innovation Place engagement	Brand meanings express the link that craft beer has to culture, local identity and Italian traditions	“[…] starts from an industrial beer and then creates a beer that concerns the land, food, and the Italian way of life. […] makes beer like a wine. A beer that has to do with Italian gastronomy.” “An all-round cultural product. Beer becomes a bridge between the rural and urban world, between tradition and innovation.” (#P1)
Innovation, creativity & market	Radical innovation	Brand meanings focus on aspects related to the growth of the brewing sector, innovation and market management	“On 6 July 2016 [ …], the Senate of the Republic approved definitively the bill that defines what parameters a brewery and beer must have to be described as craft. It is an extraordinary event, unimaginable twenty years before [ …]” “Italian association of small independent breweries was born as an association of producers […] to improve the bureaucratic system, optimize the purchase of raw materials, and start telling what craft beer is.” (#P2)
Passion, experience & community	Passion	Brand meanings highlight the experiential and relational aspects of craft beer, including the involvement of people, the conviviality and the importance of emotions related to tasting and discovery	“The Italian producers are the poets of the world of craft beer. You can feel their beers' passion, enthusiasm, and ability to combine ingredients and production techniques [ …]. The style of others inspired them, and then they created their own Italian style.” (#P6)
Instagram posts
Destination-territory	Place engagement Passion	Identifies the homeland of the brewery, giving substance to the functional and tangible characteristics of the SME's products and the brand; it also narrates the place as a destination deserving a visit to experience the wealth of traditions, productive and agricultural culture, and place heritage	“A taste of Italian excellence: our national team. Company's story is the saga of a visionary brewery, and at the heart of its course is the first beer 100% Italian, a Blonde Ale that has redefined the standards of light beers in Italy. The founder is a pioneer and revolutionary, turned the bold dream of an all-Italian beer into reality in 2011. Starting with experimental cultivation of barley and hops in Piedmont and Basilicata, the company has embraced the challenge of creating a genuinely local beer: a true hymn to the Italian beer industry and an extraordinary journey in every sip!” (Post of 11/01/2024)
Italianness & brand community	Radical innovation Passion	Narrates the brand by emphasising the Italianness of the product, a mix of taste and pride for the qualit(ies) of Italian products and their special meaning for the Italian lifestyle	“On January 12, the new album of a musical band was released, is a sound masterpiece conceived in the warm and creative atmosphere of [the village], […] This album is not just music; it's an injection of passion and inspiration, and we are proud that the band found a space in [the village] where ideas could ferment. […] a sincere friendship was born. The company is the beating heart of creativity. Listen to album to experience the magic of this unique connection between music and beer. Good listening to all of you.” (Post of 24/01/2024)
Event & experience	Passion Radical innovation	Narrates consumption experiences, including the brewery visit, integral to the brand identity. This topic concerns brand socialisation and the places where authentic brand experiences are possible	“What is in the club kit 2024 for craft beer lovers and the company? This club 2024 is now officially open to members! Let's discover together what the kit contains […] La Fidelity Card with a 10% discount in all company premises; 1 free visit to the brewery; 1 printed ebook with tips to taste beer at its best” (Post of 31/01/2024) “As a member, you will participate in annual events to share goals and objectives.” (Post of 27/02/2024)

Thematic areas	Brand identity (core values)	Description	Sample quotes
Podcasts
Culture, identity & territory	Radical innovation Place engagement	Brand meanings express the link that craft beer has to culture, local identity and Italian traditions	“[…] starts from an industrial beer and then creates a beer that concerns the land, food, and the Italian way of life. […] makes beer like a wine. A beer that has to do with Italian gastronomy.” “An all-round cultural product. Beer becomes a bridge between the rural and urban world, between tradition and innovation.” (#P1)
Innovation, creativity & market	Radical innovation	Brand meanings focus on aspects related to the growth of the brewing sector, innovation and market management	“On 6 July 2016 [ …], the Senate of the Republic approved definitively the bill that defines what parameters a brewery and beer must have to be described as craft. It is an extraordinary event, unimaginable twenty years before [ …]” “Italian association of small independent breweries was born as an association of producers […] to improve the bureaucratic system, optimize the purchase of raw materials, and start telling what craft beer is.” (#P2)
Passion, experience & community	Passion	Brand meanings highlight the experiential and relational aspects of craft beer, including the involvement of people, the conviviality and the importance of emotions related to tasting and discovery	“The Italian producers are the poets of the world of craft beer. You can feel their beers' passion, enthusiasm, and ability to combine ingredients and production techniques [ …]. The style of others inspired them, and then they created their own Italian style.” (#P6)
Instagram posts
Destination-territory	Place engagement Passion	Identifies the homeland of the brewery, giving substance to the functional and tangible characteristics of the SME's products and the brand; it also narrates the place as a destination deserving a visit to experience the wealth of traditions, productive and agricultural culture, and place heritage	“A taste of Italian excellence: our national team. Company's story is the saga of a visionary brewery, and at the heart of its course is the first beer 100% Italian, a Blonde Ale that has redefined the standards of light beers in Italy. The founder is a pioneer and revolutionary, turned the bold dream of an all-Italian beer into reality in 2011. Starting with experimental cultivation of barley and hops in Piedmont and Basilicata, the company has embraced the challenge of creating a genuinely local beer: a true hymn to the Italian beer industry and an extraordinary journey in every sip!” (Post of 11/01/2024)
Italianness & brand community	Radical innovation Passion	Narrates the brand by emphasising the Italianness of the product, a mix of taste and pride for the qualit(ies) of Italian products and their special meaning for the Italian lifestyle	“On January 12, the new album of a musical band was released, is a sound masterpiece conceived in the warm and creative atmosphere of [the village], […] This album is not just music; it's an injection of passion and inspiration, and we are proud that the band found a space in [the village] where ideas could ferment. […] a sincere friendship was born. The company is the beating heart of creativity. Listen to album to experience the magic of this unique connection between music and beer. Good listening to all of you.” (Post of 24/01/2024)
Event & experience	Passion Radical innovation	Narrates consumption experiences, including the brewery visit, integral to the brand identity. This topic concerns brand socialisation and the places where authentic brand experiences are possible	“What is in the club kit 2024 for craft beer lovers and the company? This club 2024 is now officially open to members! Let's discover together what the kit contains […] La Fidelity Card with a 10% discount in all company premises; 1 free visit to the brewery; 1 printed ebook with tips to taste beer at its best” (Post of 31/01/2024)“As a member, you will participate in annual events to share goals and objectives.” (Post of 27/02/2024)

Source(s): Authors’ own elaboration