Why would anyone come to Corfu to have a Heineken?

Purpose This paper aims to examine brand-naming decisions, along with other management decisions that affect tourist experiences, such as visitor tours and souvenir appropriation, in the context of a microbrewery located on a Greek island that remains heavily dependent upon tourism. Design/methodology/approach Data were gathered from in-depth interviews with the microbrewery's owner and senior management team to offer rich insights into the issues under investigation. Findings Findings stress the importance of the meanings that can be conveyed through brand names, including those that indicate authenticity of the brand's origin, filling previously identified gaps in the literature on country of origin (COO) with regard to fast-consuming goods and low-involvement products such as beer, and exploring the issue of experiential consumption of beer as part of the tourists' vacation experience. Originality/value This research furthers knowledge into gaps on a range of issues arising in the literature that have hitherto not been previously linked, specifically: product COO/brand origin, cultural consumption of beverages and sense of place, issues of authenticity, souvenirs and experiential consumption.