Provenance representations in craft beer

Figures & data

Figure 1. Evaluation of provenance indicators in brand names and logos.

Figure 2. Thematic map.

Figure 3. Beer label depicting cultural representations of South Wales.

Source: Grey Trees (2022).

Table 1. Opportunities and challenges for beer brands according to their identity.

Identity	Local	Regional	National	International
Provenance	Local place names and images, often associated with specific villages, towns or districts	Regional text and image representations, such as Wales or Brittany	Possibly regional and/or national cultural images and representations (e.g., UK or France), or generic brand identity	More likely to have a more generic brand identity, or possibly use regional or national place representations
Awareness	Local and possibly regional	Regional, national and possibly international	National and possibly international	International
Market	Likely to be a very local and specialist market. Potential for regional sales	Regional market with good potential for national sales, and possibly international	National sales and good potential for international growth	Global market
Growth potential	Possible inclusion in localized tourism trails. Potential for regional and national growth	Potential to participate in regional tourism opportunities. Potential for national and international growth	Continued national growth, and opportunities for internationalization	Expansion in a global market

Grey Trees. (2022). Grey Trees brewery. https://greytreesbrewery.com/.

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