![]() Incorporating geographic, relational, and values of proximity along with identified neolocal traits, we created a visual representation of neolocal engagement, the neolocal product model. Our objectives were to determine the extent to which Texas craft cider producers employ neolocal traits in the identity and marketing of their products and place to examine how and under what conditions does the role of neolocalism and the traits employed in Texas craft cider production vary by location, reflecting local sites and situations and to discover whether geographic, relational, or value-based traits hold greater influence when employing neolocalism in Texas craft cider. The purpose of this research is to propose a new conceptual framework intended to offer scholars a tool for assessing the geographic qualities among the myriad expressions of neolocalism reflected by craft food producers. We then begin the exploration into the HBC experience in an effort to appreciate its complexity and multidimensionality. We begin the chapter by providing needed background information on HBC, its founder Oscar Wong, and the craft beer industry. Furthermore, representatives from the local tourism industry can benefit from a deeper understanding of the opportunities and challenges that craft brewers face, so that they might more effectively package their own value propositions to support richer interactions and facilitate higher levels of value co-creation. Instead, organizations must encapsulate them with great services and experiences to create heightened levels of value to achieve long-lasting competitive advantage. In today’s world, great products are not enough to differentiate brands and compete in hyper-competitive industries (Kilian, Sarrazin, & Yeon, 2015). Doing so will not only provide a company-centric perspective of the craft beer tourism industry and the opportunity it affords, but will also help managers across varied contexts conceptualize the multidimensionality of a firm’s value proposition and experience. Through in-depth interviews with HBC’s executive team, brewmasters, and functional leaders, along with rigorous analysis of the industry context, we show how HBC has wrestled with these issues and how their perception of value has evolved from the bottle to include, and even emphasize, the HBC experience. In doing so, we anchor our investigation within a real-life case study of Highland Brewing Company (HBC), the first legal craft brewery in Asheville (est. In this chapter, we dissect the complex product and experience entanglement that is craft beer, highlighting that this product is about much more than what goes into the bottle.
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