ABSTRACT
This chapter investigates the increasing popularity of craft drinks tourism worldwide and, more specifically, in Northern Ireland, a destination where out-of-state visitors spend over a third of their money on food and drink and where pubs are the top visitor attraction. While a substantial amount of research has been conducted on enotourism, there appears to be scant research on the tourism generated by other alcoholic beverages, and particularly on craft or artisan alcoholic beverages. The rise of craft beverages signals the grassroots development of a space where multiple generations, social entrepreneurs, and community-focused innovators can forge their own path. In addition to craft beer, consumers are increasingly drinking craft ciders that allow for the personality of the product, producer, and place to come through. Statistics published by the Northern Ireland Statistics and Research Agency point towards an upward trend in external tourism activity in Northern Ireland between 2011 and 2016.
