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“To love beer above all things”: An analysis of Brazilian craft beer subculture of consumption

Koch, Eduardo Salgueiro, Sauerbronn, João Felipe Rammelt
Journal of food products marketing 2019 v.25 no.1 pp. 1-25
antisocial behavior, beers, interviews
In this article, we describe and analyze the Brazilian craft beer subculture of consumption. We observed that feelings play an important role inside this subculture and used a sociocultural approach to analyze it. Field notes from 9 months of fieldwork at beer festivals, craft beer meetings, and Collective Brassages and 40 interviews with consumers are used as data. “Drink less, drink better” is the subculture’s motto and shows commitment to enjoyment and responsibility as craft beer consumers reject mass-produced beer and antisocial behaviors usually associated with beer drinkers. We differentiated members of the craft beer subculture of consumption according to their commitment to subculture ethos, beer-specific knowledge, experience drinking and making beer, and emotional attachment to craft beer. Craft beer consumers experience different sentiments as their status inside the subculture increases and hard-core members show a religious fervor for the beer that is similar to consumer devotion.