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This study aims to provide an overview of the craft beer industry and consumption in order to identify consumer preferences. More specifically, it aims to identify a target group of consumers and their willingness to pay (WTP) for craft beer and to enrich knowledge about consumer preferences and the product attributes that influence these preferences. Data were collected through a questionnaire completed by 231 participants. To evaluate the WTP for a 0.33 cl craft beer, they were asked to choose from five price le...