Neolocal but global? A cross-cultural insight into the neolocal discourse of craft beer industry

Neolocalism, a movement that shifted the focus from global to local sense of place is highly illustrated by food industry, particularly craft beer industry. Researchers have identified neolocal discourse indicators in terms branding, environmental sustainability and community engagement. In this paper I look at three breweries Romania, France United States America as mirrored most active interactive communication environment, social media. My aim investigate extent which national cultures impact discourse. research within cross-cultural framework light cultural dimensions framed Hofstede, carry out semiotic analysis images texts posted on Facebook pages breweries, Mustață de bere, Deck & Donohue, France, Bell’s Brewery, America.