ICR IN THE BEER SECTOR: EMPIRICAL EVIDENCE FROM RESPONSIBLE BREWERS

A chapter of the book is dedicated to the beer sector for two reasons. First, among alcoholic beverages, beer appears to be the most consumed product globally, with a market share of 78.2 percent. Second, chapter two described the perspective of evolutions and in-novations applied to food items and context as well as changes in consumer attitudes and behaviors toward food. From this perspective, the beer sector has dramatically modified its core values, production methods, and ap-proaches to the market throughout the sector’s constant growth since the 1980s. An economic and consumption renovation has occurred during that time. The so-called craft beer revolution, started in the United States, illustrates a cultural and commercial approach that has now extended to countries such as Italy that are not typically beer producers. This new approach is a cultural neo-localism that reflects microbreweries’ local pro-duction and regional distribution.