The Information Worlds of Craft Breweries in the United States: An Exploratory Study of the Social Norms and Information Behaviors of Craft Brewers

Abstract

Craft breweries around the world are striving to create a higher quality and diversity of beer in markets dominated by mass market or big beer. While the information needs and behaviors of craft brewers are understudied in library and information science, research in other disciplines has described the phenomenon of ‘coopetition’ in the craft brewing industry, in which craft brewers collaborate with competing craft brewers for their mutual benefit. This study employs the theory of information worlds to explore the social contexts of craft brewers’ information behaviors using semi-structured interviews with a purposive sample of craft brewers in the United States, one of the most developed craft brewing markets. The findings of this study indicate that craft brewers promote and enforce social norms related to safety, professionalism and self-control, a “rising tide raises all ships” philosophy, and kindness that motivate craft brewers to share information and resources with other craft brewers, even competitors, and foster ‘a shared community identity’ that further unifies against the shared enemy of mass market beer. However, collaboration is not guaranteed. Factors that impact potential collaborations, as well as emergent themes, such as quality, sustainability, innovation, accessibility, and inclusion, are identified and discussed. Theoretical implications for library and information science research, as well as practical applications for craft brewers and librarians, are discussed.