Co‐Designing Strategic Rituals in Craft Beer: Churches, Denominations, Sects, and Mystics

As many business marketplaces have become increasingly oversaturated and driven toward commoditization, the concept of ritualized consumption has emerged as a potentially powerful method for organizations to imbue their products and services with distinctive meaning and value. Take a journey into the craft beer industry of the Pacific Northwest to explore how the strategic rituals around tasting flights are co‐designed. You'll never look at beer the same!