The Effects of Awards on Craft Breweries : A Case Study on Tornion Panimo
Karvosenoja, Aleksi (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060219232
https://urn.fi/URN:NBN:fi:amk-2025060219232
Tiivistelmä
This thesis investigates the short and long-term effects of Tornion Panimo’s victory in the World Beer Awards' World’s Best International Lager category. While awards are considered valuable marketing tools, their concrete effects on craft breweries are under-researched. This study aims to assess whether award participation is worthwhile for craft breweries based on Tornion Panimo’s experience. It examines the effect of the award on the brewery and how it utilised the award.
The theoretical background of this thesis includes defining award types and their applications, as well as their potential consequences in business, along with signalling theory and legitimacy theory. These theories provide a framework for understanding the effects of awards on breweries.
The research utilised a mixed-methods approach, conducting semi-structured interviews with Tornion Panimo’s CEO and Community Manager and analysing social media data from Meta Business Suite, where a six-month period following the award was compared to the same period in the previous year.
The findings of the study indicated that the award improved Tornion Panimo’s brand visibility and customer engagement on social media. Along with indications of improved sales performance, the award provided internal advantages. It also posed challenges for Tornion Panimo, particularly in managing a sudden surge in demand. Additionally, the research indicated that consumers frequently misinterpret the different types of awards and their meanings. Despite these challenges, the study suggests that the strategic use of awards can yield significant benefits for craft breweries.
Future research could explore the broader implications of awards on the craft brewing industry, examine whether the effects of awards across craft breweries are consistent, or analyse how different types of brewery awards influence consumer behaviour.
The theoretical background of this thesis includes defining award types and their applications, as well as their potential consequences in business, along with signalling theory and legitimacy theory. These theories provide a framework for understanding the effects of awards on breweries.
The research utilised a mixed-methods approach, conducting semi-structured interviews with Tornion Panimo’s CEO and Community Manager and analysing social media data from Meta Business Suite, where a six-month period following the award was compared to the same period in the previous year.
The findings of the study indicated that the award improved Tornion Panimo’s brand visibility and customer engagement on social media. Along with indications of improved sales performance, the award provided internal advantages. It also posed challenges for Tornion Panimo, particularly in managing a sudden surge in demand. Additionally, the research indicated that consumers frequently misinterpret the different types of awards and their meanings. Despite these challenges, the study suggests that the strategic use of awards can yield significant benefits for craft breweries.
Future research could explore the broader implications of awards on the craft brewing industry, examine whether the effects of awards across craft breweries are consistent, or analyse how different types of brewery awards influence consumer behaviour.