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West Virginia’s tourism and craft brewing industries have experienced rapid growth within the last several years as a result of changing state policies and creative business models emphasizing immersion in and appreciation of the state’s rich rural heritage. The state’s craft breweries...
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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 …
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