The Historical Background of American Beer and the Opinion Leaders of Breweries
Document Type
Oral Presentation
Campus where you would like to present
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This presentation was withdrawn from SOURCE, 2014.
Recommended Citation
Duff, Alison, "The Historical Background of American Beer and the Opinion Leaders of Breweries" (2014). Symposium Of University Research and Creative Expression (SOURCE). 105.
https://digitalcommons.cwu.edu/source/2014/oralpresentations/105
Additional Mentoring Department
Communication
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This presentation was withdrawn from SOURCE, 2014.
Faculty Mentor(s)
Backlund, Phil ; Vevea, Nadene