Lewis, Mark; Hornyak, Rob; Pouder, Richard W. - 2017
In this chapter, we dissect the complex product and experience entanglement that is craft beer, highlighting that this … study of Highland Brewing Company (HBC), the first legal craft brewery in Asheville (est. 1994). Through in-depth interviews … even emphasize, the HBC experience. Doing so will not only provide a company-centric perspective of the craft beer tourism …