The tale of Kaloudis the entrepreneur

This paper explores issues of entrepreneurship, branding, place, products and identity in the context of the single case study of Corfu Microbrewery Ltd. Data were gathered from in-depth interviews undertaken during August... [ view full abstract ]

This paper explores issues of entrepreneurship, branding, place, products and identity in the context of the single case study of Corfu Microbrewery Ltd. Data were gathered from in-depth interviews undertaken during August 2014 with the microbrewery’s owner and senior management team. The company was established in 2006, but due to the global economic crisis business proper commenced in 2008, with the first beer produced in 2009. The main beers produced are a Real Ale Bitter and Real Ale Special under its ‘Corfu Beer’ brand range, under its ‘Ionian’ brand range are the Ionian Pilsner (in bottles), Ionian Gold (a keg Pilsner), and Ionian Epos (with barley malt and honey), and 1842, a low-alcohol ginger beer.

The paper is written in the style of a Homerian epic poem, which is not only in keeping with the theme of this conference and this particular track, but which also lends itself to an understanding of the historic narratives that informed the brewery owner’s choice of product lines and brand names, helping imbue his products with an authentic sense of place, as a way of gaining market share in light of the dominance of the Greek beer market by HeinekenNV and the Carlsberg Group.