Published

Tim Staples
Piyush Kumar

Piyush Kumar, an associate professor in the department of marketing, talked to the Red & Black about the reasons behind the surge of local breweries in Athens.  

“The market for craft beer is rising because of consolidation among the major players, which leaves room for a lot of variation in tastes according to local preferences,” Kumar said. “The second reason is the density of the population where the brewery is located ... Athens, in addition to the proximity to Atlanta, provides the volumes necessary to run a successful business.”

“The current breweries have marketed their products and brands well and have created a bigger market for craft beer that should be able to support more players,” he added.

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