In this dissertation I use the production of culture perspective as a lens to analyze the emergence of craft beer in the US. In doing so, I examine how the six facets of the production of culture perspective have both constrained and stimulated the production of craft beer in the US. The six facets of the production of culture perspective are: law and regulation, industry structure, organizational structure, markets, technology, and occupational careers. These six facets, in concert, allowed the craft beer movement to emerge in the 1970s. In order to demonstrate the effects each facet has on the production of craft beer I employ a content analysis of All About Beer, an industry trade publication that reports on the craft beer culture. Additionally, I analyze the structure of the brewing industry through secondary data regarding technology, production, and industry concentration. In my analysis I demonstrate how the POC explains the production of cultural goods. I also highlight the limitations of the perspective and suggest future avenues of research. / Ph. D.

Craft brewing has seen a remarkable growth, from the first steps in the late 1960s in the USA until today. Breweries in the USA and Western Europe saw a long period of brewery fusions, concentration and closings from after the 2nd world war until roughly late 1990s/early 2000s. This trend also affected Sweden, where a market with smaller breweries in almost every town or municipality ended up in a situation with a dominating giant. The emerging craft breweries have totally changed this picture. Previous research has shown that craft brewing often starts as a hobby and evolves over time to a commercial business. The process for how these breweries fund themselves at the time of establishment has been researched in several papers, but how breweries that get past the initial step, start to grow and need additional capital to remove some of the bottlenecks that occur is considerably less examined. Since craft brewing is a unique business and the research in Sweden is scarce, theories and practises from small and medium enterprise (SME) financing have been applied. By using semi‐structured interviews and a thematical analysis, six craft beer brewery representatives were interviewed about their own perceptions of the methods they chose to overcome their financial obstacles, both initially but also when experiencing growth and needs for expansion. The breweries were chosen from a combination of size and geographical position in Sweden. Some of the breweries are situated in rural and some in urban areas. All the breweries fulfil certain financial criteria, and experienced production bottlenecks that needed to be solved financially. The thesis arrives at the conclusion that each microbrewery had its unique set of circumstances. The chosen financial solutions were affected by the owner’s perceptions and previous experiences. This supports previous research where new business establishment is highly depending upon the owner or the owner’s own money, which can partly also be explained by how the owners initially looked at their business (hobby/part hobby versus the intention to immediately start a commercial business). Raising capital for further expansion gives a diversified picture meaning that classical financing theory is only partially applicable on the craft brewing industry.

Since the 1980s microbreweries in Ontario have gained in popularity, winning over beer drinkers in the province and earning the support of the provincial government that funds the expansion of this creative industry. The Emergence of Ontario Microbreweries, adopting the theoretical perspectives of Margaret Archer and Michel Foucault, looks at the factors explaining the emergence of the craft beer industry. Through the morphogenetic approach, which sees enablements take shape through entrepreneurial pursuits, and disenablements through Foucauldian disciplinary processes, we observe that Ontario microbreweries were constrained by strict government laws. Enforced by the Liquor Control Board of Ontario (LCBO), these laws acted upon the individuals and their ability to consume alcohol both privately and publicly. Over time, the strict governmental regimes which constrained beer drinkers and micro-brewed beer producers gradually transformed to allow for the expansion of microbreweries that create unique, distinct and authentic products that have specific geographic links to community.

This dissertation is situated at the crossroads of sociology, anthropology, and marketing. Theories of the former two disciplines inform phenomena of the latter. The focal phenomenon is the role of aestheticized markets in contemporary formations of middle-class masculinity and femininity in the U.S. Aestheticized markets are those that incorporate refined notions of beauty, originality, and superiority. This process has been a core force in the expansion of consumer markets in early and late capitalism. In addition to opening up new markets, the aestheticization of markets opens up new subjectivities. It instills in individuals the desire to better themselves through the quest for novel, sensory-pleasing experiences, and it offers them renewed resources to define their social affiliations. My dissertation studies the formation of gendered and classed subjectivities using the empirical contexts of two middle-class, gendered markets that have been recently aestheticized in the U.S.: craft beer and knitting. Unlike three decades ago, craft beer drinkers can now indulge in a variety of flavors and premium styles, produced by more than 3,000 breweries. Likewise, knitters can now indulge in a variety of colors and premium fibers, as noted by a number of high-circulation magazines and scholarly papers. I studied these markets for about four years, conducting participant-observation, interviews, and document analysis. The results of this fieldwork are organized in two empirical chapters. The first focuses on the institutional and non-institutional processes that alter middle-class men's relationships with the aesthetic dimension of a particular market; the empirical context is craft beer. The second empirical chapter documents how middle-class women deploy the ideological and material resources provided by aestheticized markets in gender struggles; the empirical context is knitting. Together, these chapters explicate how gender positions shape the way middle-class individuals learn and display aesthetic expertise. The knowledge of these processes provides both theoretical contributions to the literature on taste, class, and gender, and managerial insight into how market institutions can develop programs that initiate a meaningful, long-term engagement with consumers based on classed and gendered approaches to aesthetic involvement.

For centuries the world’s biggest breweries, including Anheuser-Busch InBev and MillerCoors, have been producing America’s favorite beers like Budweiser and Coors Light. However, more recently smaller, craft breweries have seen significant expansion as a growing number of Americans are drinking craft beers. How has this recent trend affected the beer market in the United States? More specifically, how has the recent success of craft breweries affected Anheuser-Busch InBev and MillerCoors? I examine the economic factors that have led to craft beer’s success in a highly competitive market, and further, how this success has impacted Anheuser-Busch InBev and MillerCoors. My study reveals that the premier quality of craft beer has distinctively separated itself from the traditional American lagers, like Coors and Bud Light. Furthermore, as the United States has experienced economic growth, more and more Americans are choosing craft beers over these American lagers. In final, I examine and explain Anheuser-Busch InBev and MillerCoors’ recent multi-billion dollar investments into the craft beer industry.

El tema de investigación a realizar es de la relación del Customer Experience en bares y en redes sociales de las cervezas artesanales en Lima Moderna. El público objetivo por estudiar sería a los jóvenes adultos entre los 25- 35 años en los distritos de Miraflores, Barranco y Surco que son consumidores de este tipo de cervezas. Es de relevancia dicha investigación porque las cervezas artesanales están logrando crear una gran demanda en los consumidores por ofrecer buena calidad, precios bajos y generar engagement a través de las acciones online y offline. Para ello se busca entender dicho fenómeno en este tipo de cervezas por la cual generan valor de marca con el fin de obtener notoriedad en el mercado. Por ende, se evidencia una relación existente del customer experience digital incluyendo bares de cervezas artesanales con el valor de marca debido a que se obtiene una reputación y recomendación de marca de los clientes a otros en base a las acciones online (redes sociales) y offline (bares de cervezas artesanales) que se habían realizado durante del tiempo para obtener notoriedad en el mercado a largo plazo. / The research topic to be carried out is the relationship of the Customer Experience in bars and social networks of craft beers in Modern Lima. The target to study would be young adults between 25-35 years in the districts of Miraflores, Barranco and Surco who are consumers of this type of beer. This research is relevant because craft beers are managing to create a great demand on consumers for offering good quality, low prices and generating engagement through online and offline actions. For this, it is sought to understand this phenomenon in this type of beer by which they generate brand value in order to obtain notoriety in the market. Therefore, there is an existing relationship of the digital customer experience including Craft beer bars with brand value because a reputation and brand recommendation is obtained from customers to others based on online (social networks) and offline actions (Craft beer bars) that had been made over time to gain long-term market visibility. / Trabajo de investigación

Craft beer as a cultural phenomenon coincided with the revitalization of downtown Denton, Texas. Much of the existing literature on craft beer and its relation to place focuses on breweries rather than bars. This exploratory study aims to explain why people consume craft beer, what factors influenced its popularity in Denton despite little beer production, and to explore considerations for the promotion of Denton as a craft beer destination and making downtown an inclusive space. Data was collected through interviews, participant observation, and a survey. Findings indicated that craft beer consumption in Denton is largely related to perceptions of community, localism, and knowledge seeking. The ethos of the craft beer industry closely aligned with participants' perceptions of Denton as a city.

Testing alternative forms of packaging design and also production of promotional materials. Production of package according to production program of Tambor brewery.

Master of Regional and Community Planning / Department of Landscape Architecture/Regional and Community Planning / Katherine Nesse / The following report examines the craft beer industry as a major component of the beverage production cluster in Northern Colorado. By using the four locational determinants derived by Porter (1990) as a framework, this study evaluates the role of geography as a key component in an industry’s ability to foster a competitive advantage. Despite his focus on national competitiveness, Porter's diamond model has influenced strategic thinking on a regional scale (Stimson, Stough & Roberts, 2006). In turn, it can help us to understand the interactions that underlie localized cluster dynamics. The cluster conception in economic development literature assumes that each of Porter's components is equally spatially connected. Resources are focused towards building assets in a region defined by analyzing the cluster. However, factors of the craft beer industry in Northern Colorado did not completely adhere to the traditional parameters of regional cluster geography. Personal interviews with key actors involved in the craft beer industry, along with economic data revealed that local factors are not always the driving force behind the development of the craft beer industry. In addition, the data analysis indicates that determinants of cluster success may be significant at various geographic scales. Locational determinants may not operate within the same area as defined by cluster analysis. Thus, this report closes with a recommendation to consider the significance of proximity when looking to increase the competitiveness of a given industry cluster—for the relationship between locational determinants and geography varies between factors.

O início da produção de cerveja, entre 6000 e 8000 anos, a receita e a forma como era feita mudou com o tempo, passando por inovações conforme os avanços da ciência e tecnologia. As principais mudanças foram adição do lúpulo na bebida e uso de cultura pura de levedura em sua fermentação. Para inovar na produção de cervejas podemos fazer uso de adjuntos não convencionais e de fermentações mistas com o uso de diferentes micro-organismos para conferir características desejadas a bebida. A fim de se obter uma cerveja única, com características diferenciadas, testamos o uso de grãos de kefir de água como inoculo na fermentação de cerveja artesanal. Foi testada a fermentação do kefir em solução de açúcar mascavo 10% (m/v) com e sem adição de lúpulo. Um planejamento fatorial 2x2x3 foi realizado na fermentação de mosto cervejeiro para avaliarmos o efeito da massa de grãos inoculada, da quantidade de lúpulo e da temperatura. Em seguida foi feita uma fermentação teste iniciando em 16 °C e terminando em 20 °C, depois foi feita uma cerveja de kefir puro malte, uma cerveja de kefir com adição de suco de maracujá e uma cerveja utilizando fermento cervejeiro. Por fim foram feitas as análises físico-químicas e análise sensorial para aceitação e intenção de compra. Observamos que o lúpulo tem efeito sobre a fermentação tradicional do kefir, impactando o crescimento e acidez. Na fermentação de mosto cervejeiro a temperatura e o parâmetro mais significativo para a produção de álcool. Produzindo as cervejas nas melhores condições identificadas, encontramos para o kefir o fator de conversão de 0,41 g/g que corresponde a aproximadamente 76% de eficiência; para o fermento cervejeiro o YP/S foi de 0,45 g/g e eficiência de 84%. Na análise sensorial, as cervejas de kefir apresentaram desempenho superior a feita com fermento cervejeiro seco, mostrando diferença estatisticamente significativa na aceitação de seu aroma e sabor. Com uso do kefir de água como inoculo na fermentação e possível fazer uma boa cerveja com complexidade de aroma e sabor, de modo a contribuir para o desenvolvimento da tecnologia cervejeira e para o uso de fermentações mistas. / The beginning of beer production was between 6000 and 8000 years, the recipe and the beer process was made changed, through innovations as science and technology advanced. The main changes were the addition of hops in the beverage and use of pure culture of yeast in the fermentation. To innovate in the production of beers we can make use of unconventional adjuncts and mixed fermentations with the use of different microrganisms to impart desirable characteristics to the beverage. In order to obtain a unique beer with complex aroma and balanced taste, we tesetd the use of water kefir grains as inoculum in the fermentation of craft beer. The fermentation of kefir in brown sugar solution 10% (w/v) with and without presence of hops was tested. A 2x2x3 mixed factorial design was carried out in the fermentation of brewer\'s wort to evaluate the effect of factors inoculated grain mass, hop quantity and temperature. Them a fermentation test was made starting at t 16 °C and ending at 20 °C, for make a pure malt kefir beer, and a kefir beer with the addition of passion fruit juice and also the same recipe using a commercial brewer\'s yeast. After, the physical-chemical analyzes and sensorial evaluation were done for check acceptance and purchase intention. The presence of hops showed to have effect on the fermentation of kefir, impacting the growth and acidity. In fermentation of brewer\'s wort the factor that had the greatest impact on the alcohol content was the temperature. Producing the beers under the best conditions identified, resulting for the kefir a ethanol yeild coefficient of 0.41 g/g corresponding to approximately 76% efficiency; for the brewing yeast the YP/S was 0.45 g/g and 84% efficiency. In the sensorial evaluation the kefir beer presented superior performance that obtained with the dried yeast, showing a statistically significant difference in the acceptance of aroma and taste attribute. In this way the use of water kefir as inoculum in the fermentation it\'s possible to make a good beer with complexity of aroma and taste, thus contributing to the development of brewing technology and the use of mixed fermentations.