Working Papers

Millennials and the Take-Off of Craft Brands: Preference Formation in the U.S. Beer Industry

Bart J. Bronnenberg

Tilburg University

Jean-Pierre Dube

University of Chicago

Joonhwi Joo

May 24, 2021

Analyzes a novel database tracking the geographic differences in the diffusion of craft breweries across the U.S. to test whether Millennial consumers’ preferences for smaller, craft brands reflect intrinsic differences in tastes or differences in “consumption capital” formed by past experience with the range of available products.

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