The burgeoning interest in craft beer represents a dynamic aspect of the global tourism landscape, offering rich opportunities for cultural exchange and endogenous economic development. While the craft beer movement is well-established in Western contexts, its emergence in China reflects broader patterns of globalization and cultural adaptation. This qualitative methods workshop will discuss the strengths and limitations of using Q methodology to explore and compare the meanings attributed to craft beer by Chinese and Western consumers. By delving into the subjective perceptions of these groups, Q methodology appears particularly well suited to unveil the cultural nuances and consumer motivations that influence the craft beer sector and consequently bear strong implications for the beer tourism segment and destinations’ competitiveness.