Include all paid attempts to influence audiences for commercial benefit using communications that project a non- commercial character.
Published in Chapter:
Spanish Culture as a Key Aspect of the Content of the Brewing Industry
Eva Citlali Martínez (Complutense University of Madrid, Spain)
Copyright: © 2023
|Pages: 22
DOI: 10.4018/978-1-6684-3971-5.ch012
Abstract
In social gatherings, gastronomic shows, festivals, and any type of celebration, it is feasible that the figure of a beer appears. This amber-colored product with a flavor that extends over a range of different bitternesses has become a symbol within Spanish gastronomic culture, achieving international projection. In recent years, the beer sector has established itself as an agri-food benchmark in Spain; however, beer sales are directly related to tourism, with countries such as Great Britain, France, and Germany being the main emitters of tourists (Más et al., 2002). In this sense, the communication of beer brands also has an influence, because it can shape the attitude of consumers towards this product, and it is at this moment when a challenge arises for the different companies (Trifonas et al., 2008), because they spread the idea that a certain brand generates better experiences. Therefore, this article analyzes the branded content of three brands: Mahou, Estrella Galicia, and Cruzcampo.