The Growth in Demand for Craft Beer and the Proliferation of Microbreweries in Slovenia

The craft brewing industry is in a constant state of evolution. Over recent years, the craft beer sector has experienced rapid growth, and this trajectory is expected to persist. Microbreweries, in contrast to traditional industrial beer production, actively encourage the exploration of diverse beer styles, embrace the trend of championing local and regional ingredients, and maintain a strong focus on quality while resurrecting historic beer varieties. An analysis of interviews conducted with microbrewers in Slovenia featured in Slovenian daily newspapers revealed recurring categories that shed light on the drivers behind this flourishing artisanry. These findings are further discussed in the context of the existing scientific literature. Notably, a range of factors were identified as contributing to the growth of this sector. Among these factors, the desire for distinctive, authentic, locally rooted, and non-standardized flavours, styles, and ingredients, often accompanied by an inspiring and compelling brewer’s or creator’s narrative, played a pivotal role in attracting consumers. These results can inform microbrewers production, distribution, marketing, and pricing strategies. They are also relevant to the country policymakers supporting local hops production and local brewing.