De Pascale, Angelina; Lanfranchi, Maurizio; Zanchini, … - In: International Journal of Wine Business Research 36 (2023) 2, pp. 207-229
Purpose In recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the emergence of a new generation known as Digitarians or Generation Z. This study aims to analyze the key...