Title

The Historical Background of American Beer and the Opinion Leaders of Breweries

Presenter Information

Alison Duff

Document Type

Oral Presentation

Location

SURC Room 202

Start Date

15-5-2014

End Date

15-5-2014

Keywords

diffusion of innovations, public attitude toward alcohol, microbrewery

Abstract

This paper analyzes American’s attitude toward alcohol, past and present. History has shown that public attitude toward alcohol shifts from positive to negative every 80 years. There are other factors that influence the diffusion of breweries into America culture. These factors include: opinion leaders, opinion leaders and their entrance into the S curve, technology, and political influence. The public attitude toward alcohol, today, is positive. It is important for modern microbreweries to understand the variance in public attitude that can occur over the years. It is vital for small breweries, which focus their brewing method on traditional methods, to be aware of the possibility of a decline in positive public attitude.

This presentation was withdrawn from SOURCE, 2014.

Faculty Mentor(s)

Backlund, Phil ; Vevea, Nadene

Additional Mentoring Department

Communication

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May 15th, 2:40 PM May 15th, 3:00 PM

The Historical Background of American Beer and the Opinion Leaders of Breweries

SURC Room 202

This paper analyzes American’s attitude toward alcohol, past and present. History has shown that public attitude toward alcohol shifts from positive to negative every 80 years. There are other factors that influence the diffusion of breweries into America culture. These factors include: opinion leaders, opinion leaders and their entrance into the S curve, technology, and political influence. The public attitude toward alcohol, today, is positive. It is important for modern microbreweries to understand the variance in public attitude that can occur over the years. It is vital for small breweries, which focus their brewing method on traditional methods, to be aware of the possibility of a decline in positive public attitude.

This presentation was withdrawn from SOURCE, 2014.