Arctic narratives : brewing a brand with neolocalism
|Author:||Ikäheimo, Janne P.1|
1Archaeology, University of Oulu, P.O. Box 1000, 90014, Oulu, Finland
|Online Access:||PDF Full Text (PDF, 1.9 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2021062940375
|Publish Date:|| 2021-06-29
Neolocalism has been identified as an important component in the current boom in microbreweries. When constructed actively and consciously, it can also be deployed in marketing as a method of brand-related storytelling. This argument is strengthened here through a case study focusing on Tornio Brewery, a microbrewery located near the southern edge of the Arctic in northern Finland. The qualitative research method used here involves the identification of stories related to neolocalism from the brand narrative composed of media releases, advertisements and other promotional material, in addition to beer names and labels. The themes emerging from this material—history and heritage, Lapland and the Arctic as geographic locations, the use of local ingredients and community involvement, as well as the culture and heritage of northern Finland—are then explored. Neolocalism is shown to provide a rich vein of storytelling that can be used effectively for marketing purposes as a holistic concept. While craft brewers have already explored neolocalism in their marketing efforts, the use of professional assistance in creating all-encompassing and meditated storylines is strongly recommended.
Journal of brand management
|Pages:||374 - 387|
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
518 Media and communications
519 Social and economic geography
615 History and archaeology
Open Access funding provided by University of Oulu including Oulu University Hospital.
© The Author(s) 2021. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.