Purpose-The purpose of this paper is to examine the underexplored niche market potential of craft beer, especially as it may relate to independent food and beverage operations, as a means of gaining competitive advantage. Design/methodology/approach-Data were collected through the distribution of a survey instrument to craft beer and home brewers, designed to assess the demographic profile, purchasing/restaurant selection, and decision behavior of this group and assess the likelihood of their future behavioral intentions toward continued participation in the craft beer segment. Findings-The paper reveals that craft beer and micro brew pub success has been driven by the home brew movement and continues to gain market share at the expense of broad line food service and macro beer producers. The demographic profile of this group shows age range, income, and educational levels sufficient to drive continued growth. The high satisfaction and likelihood to recommend scores support this assessment. Research limitations/implications-The sample is limited to members of the Brewers Association, the American Home Brewers Association, and craft beer enthusiasts known to members of the organization. Additionally, the survey was administered electronically limiting participation to people comfortable with this medium. Practical implications-F&B operators who demonstrate commitment to craft beer through server education, beverage list commitment, and supporting events can achieve market differentiation and dominance within the niche; leading ultimately to competitive advantage. Originality/value-This research sheds light on underexplored areas of craft beer and the opportunity for independent F&B operators to identify and penetrate an increasingly important niche market, which to date has been viewed primarily from the perspective of microbrew pubs.

Factors such as lack of culinary knowledge and skill, financial instability, inadequate access to healthy food options, and other time/lifestyle constraints may have played a significant role in limiting their ability to prepare and consume healthy meals. The findings of this study highlight the importance of designing programmes with effective strategies to motivate and encourage college students to improve their food behaviours and practices.

The study examines what motivates an individual to engage in a serious leisure activity and the depth of the satisfaction derived through participation. The study examines the topic through the lens of home craft beer brewers filtered through Stebbins' serious leisure construct (1982). The data were collected through a yearlong immersion with a local brewing club chapter, extensive indepth interviews with two key informants, and a survey instrument (n = 4207) that collected both quantitative and qualitative data. The results elaborate on Stebbins' construct and provide deep description of the fulfilment and resonance that participation in and commitment to a serious leisure activity provides. The respondent data were coded into five broad themes: restoration, intellectual absorption, social, creative outlet, and self-actualization. These findings provide tangible support to Stebbins' assertion that individuals can find fulfilment, purpose, and deep meaning to what may otherwise be a life devoid of meaning.

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