[pt] Esta dissertação é o resultado de uma pesquisa sobre a linguagem dos rótulos de cervejas artesanais. Observou-se que circulam, ao mesmo tempo, no mercado brasileiro, cervejas que utilizam no design dos rótulos uma linguagem tradicional, marcada por um estilo que vem se repetindo ao longo do tempo e outras que não aderem à conservação desse padrão, assumindo uma linguagem inovadora. Trabalhamos sob a hipótese de que um rótulo inovador, ao contrário do tradicional, é caracterizado pela oposição à repetição. À luz da semiótica peirciana, tomando como ferramenta de análise as dimensões semióticas da linguagem de William Morris, buscou-se evidenciar os aspectos sintáticos, semânticos e pragmáticos que caracterizam a linguagem inovadora dos rótulos de cervejas artesanais contemporâneas. / [en] This dissertation is the research result about the language of the craft beers labels. It was observed that circulate simultaneously in the Brazilian market, beers using on the design of the labels a traditional language, marked by a style that has been repeated over time and others that do not adhere to the conservation of this standard, taking an innovative language. We work under the hiposesis that a innovative label, unlike of the traditional is characterized by opposition of repetition. Based on Peirce s semiotics, taking as an analytical tool, the dimensions semiotic of language of William Morris, we sought to highlight the syntactic, semantic and pragmatic aspects that characterize the innovative language of the labels of contemporary craft beers.

Craft beer popularity has grown in recent years, and Swedish craft breweries are increasing to meet consumer needs. Breweries must understand consumer preferences to effectively align their offers in this changing landscape. Therefore, the aim of this study is to investigate the consumer preferences in the Swedish craft beer market, focusing on how various attributes of craft beer influence consumer choices and how the consumer factors and craft beer attributes can segment consumers.