Неолокализъм, занаятчийска бира и антимакдоналдизация
Neolocalism, Craft Beer and Anti-McDonaldization

Summary/Abstract: The article offers a case study of the development of craft brewering in Bulgaria and its local specifics. Craft beer brewing offers an interesting business model based on shared knowledge and technological experience, close relations between craft brewers and often common projects. Craft beer culture develops new type of relationship between consumers and producers; relationship based on closer communication and shared values. Craft brewing is an industry based on traditional knowledge and innovation that can be used as an example of neolocalism policies and new sustainable business models that aim region development and the establishment of sustainable communities. The article traces craft brewing as closely linked to the regions cultural and natural heritage.

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