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Innovation Insights - Articles and Reports

Hypebeast Beer Culture

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Publication date: 28/04/2020
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Hypebeast culture is taking hold of the craft beer scene. Beer lovers are going to extremes to catch fresh brewed, limited editions beers, some camping out overnight or lining up for hours to taste these rare brews. This beer culture phenomenon has been propagated through passionate online followers of breweries’ social media accounts. This latest US trend shows enormous potential for Scottish craft brewers to market their brands and differentiate themselves from the larger, commercially produced beer brands.

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