Circularity of resources in the craft brewery segment: An analysis supported by innovation

Abstract

AbstractThis article analyzes how the circularity of resources occurs in Brazilian craft breweries supported by innovation and proposes the creation of alternative craft breweries to promote circular economy. Data were collected through 11 interviews with entrepreneurs in the craft brewery segment, checklist application, and access to the website of the cases investigated. Our results expand the relationship with innovation suggesting that: (a) the circularity of resources is still focused on several long‐cycle practices; (b) short cycles, which are the most desired for the retention of resource value in the production chain, are already present, but demand more attention from the enterprises surveyed; (c) innovation practices can become barriers to or drivers for the feasibility of circular economy in the beer context; (d) technical cycles are consolidated in most of the researched cases, while biological cycles still demand greater engagement from all stakeholders; (e) the nature and content of circular practices imply different adoption stages in the cases investigated; (f) companies invest in strengthening the relationship with consumers and suppliers in order to obtain support for current circular strategies in their ventures.