International Journal of Hospitality Beverage Management


The International Journal of Hospitality Beverage Management features articles from various disciplines, including management, marketing, finance, law, technology, nutrition, psychology, information systems, and human resources.

From the Managing Editors

Welcome to the International Journal of Hospitality Beverage Management. This new journal is devoted to the rapidly developing field of beverage management within the hospitality industry. We are fortunate to have on our inaugural editorial board, scholars in this domain who are well recognized in the field of hospitality management. It is our hope that authors and readers will find this new journal interesting, challenging, and contributing to the advancement of knowledge in beverage management.

Beverage Management features as a significant part of the curriculum in many secondary education programs and is not limited to just wine, beer and spirits; but includes the wide array of beverages including water, coffee, tea, etc. Beverage Management research is a very specialized field. It seeks to take the principles of management and apply them to the beverage segment of the food service, restaurant, club and hotel sectors.

D. Christopher Taylor
Managing Editor, University of Houston, Conrad N. Hilton College of Hotel and Restaurant Management, Houston, Texas, USA

Nelson A. Barber
Managing Editor, University of New Hampshire, Hospitality Management Program, Durham, New Hampshire, USA

Contact the editors.

Current Issue: Volume 1, Number 1 (2017) Inaugural Issue


After many years of publishing in the beverage area, we identified a serious lack of journal offerings when it comes to the growing area of beverages and their importance in the hospitality industry. As beverage sales continue to be an extremely important part of the hospitality industry’s bottom line, it is becoming a much more complicated field to understand- if not just for the millennial’s influence, but also for the sheer volume of choices.

There are wine journals that are quasi-linked to hospitality but they are mostly focused on wine marketing. Hospitality journals occasionally publish beverage papers, but as a lot of them tend to be applied research instead of theory based research, it is becoming increasing hard to find a home for these papers. Marketing journals, often see beverage papers as un-relatable to other product categories.

With the help of an amazing editorial board and responsive reviewers, we are hopeful that this new journal will help to bridge the gap between beverages and hospitality, while embracing applied and theoretical research that can be tied directly to industry application.



Beverage Bloggers: A Developing Relationship Between Wine Blogger Expertise and Twitter Followers
Byron Marlowe, Eric Adam Brown, Thomas Schrier, and Tianshu Zheng


Examining the Craft Brew Industry: Identifying Research Needs
Sylvia Smith, John Farrish, Matthew McCarroll, and Elizabeth Huseman


A Qualitative Approach to Understanding the Underlying Beliefs of Microbrewery Consumers
Allison Carr, Yeon Ho Shin, Kimberly Severt, and Melvin Lewis