Producing and Consuming the Craft Beer Movement is an ethnographic analysis of the craft beer movement and its rapid development as an industry that articulated a different set of values: celebrating, quality, community, and good taste. This book will provide an excellent foundation for considering craft beer and an entrepreneurial practice that produces other forms of value beyond monetary value. The craft beer movement has been an important movement for thinking about contemporary consumer culture, and how that consumer culture might develop a very different set of values and priorities from those of the dominant consumer culture that is created by large-scale industries focused on the instrumental values of profit and efficiency. Located in one site, the ethnography is situated within the larger context of the rise of digital media, the evolution of cities, and the latest stage of the capitalist marketplace. The book is distinctive as it is ethnographic in its methodology. It is focused on one locale, the metropolitan area around Philadelphia. Philadelphia, along with Boston, Denver, San Diego, and a few other cities, was a central location for the early development of the craft beer industry. With its interdisciplinary approach, individuals with interests in digital and social media, consumer culture, political economy, ethnography, and contemporary cultural theory will find this an interesting case study of an important industry that developed from the homebrewing movement to become an important craft industry that is now a global phenomenon. This book is directed to a broad range of readers interested in new media, consumer culture, craft, and contemporary capitalist culture. The book embeds the local in the larger historical and political economic context. Readers would include faculty members in communication, media studies, cultural studies, sociology, and anthropology. Students at a graduate and upper level undergraduate level would be interested as well.

This book investigates the birth and evolution of craft breweries around the world. Microbrewery, brewpub, artisanal brewery, henceforth craft brewery, are terms referred to a new kind of production in the brewing industry contraposed to the mass production of beer, which has started and diffused in almost all industrialized countries in the last decades. This project provides an explanation of the entrepreneurial dynamics behind these new firms from an economic perspective. The product standardization of large producers, the emergence of a new more sophisticated demand and set of consumers, the effect of contagion, and technology aspects are analyzed as the main determinants behind this ‘revolution’. The worldwide perspective makes the project distinctive, presenting cases from many relevant countries, including the USA, Australia, Japan, China, UK, Belgium, Italy and many other EU countries.

Beer in the United States has always been bound up with race, racism, and the construction of white institutions and identities. Given the very quick rise of craft beer, as well as the myopic scholarly focus on economic and historical trends in the field, there is an urgent need to take stock of the intersectional inequalities that such realities gloss over. This unique book carves a much-needed critical and interdisciplinary path to examine and understand the racial dynamics in the craft beer industry and the popular consumption of beer.

Untapped collects twelve previously unpublished essays that analyze the rise of craft beer from social and cultural perspectives. In the United States, the United Kingdom, and Western Europe there has been exponential growth in the number of small independent breweries over the past thirty years - a reversal of the corporate consolidation and narrowing of consumer choice that characterized much of the twentieth century. While there are legal and policy components involved in this shift, the contributors to Untapped ask broader questions. How does the growth of craft beer connect to trends like the farm-to-table movement, gentrification, the rise of the "creative class," and changing attitudes toward both cities and farms? How do craft beers conjure history, place, and authenticity? At perhaps the most fundamental level, how does the rise of craft beer call into being new communities that may challenge or reinscribe hierarchies based on gender, class, and race?

This book focuses on the geography of beer in the contexts of policies, perceptions, and place. Chapters examine topics such as government policies (e.g., taxation, legislation, regulations), how beer and beerscapes are presented and perceived (e.g., marketing, neolocalism, roles of women, use of media), and the importance of place (e.g., terroir of ingredients, social and economic impacts of beer, beer clubs). Collectively, the chapters underscore political, cultural, urban, and human-environmental geographies that underlie beer, brewing, and the beer industry.

This book brings together a diverse collection of case studies, perspectives, and research to explore how craft breweries have interacted with cities and neighborhoods in meaningful ways. It provides a deeper understanding of the important issues facing neighborhoods, city government, and breweries, such as economic development, race and equity, crime, and sustainability. It demonstrates how craft breweries are meaningful contributors and participants in addressing these critical challenges. Written in an accessible style, this book contains contributions from a diverse array of research and professional backgrounds and personal perspectives. It allows readers to increase the dialogue across disciplines and build an evidence base regarding the interaction between communities and craft breweries. This book appeals to undergraduate and graduate students as well as policy makers and industry professionals, working in urban studies, planning, public policy, business administration, economic development, and the craft brewery industry.

An exclusively Canadian textbook, this collection investigates the relationships between identity, geography, and popular culture that are produced and consumed in this sprawling country. Expanding beyond the clichés of friendliness and snow, this text provides a fresh perspective on what it means to be Canadian, both nationally and transnationally. Scholars look at historical subjects like Québécois identity and Indigenous self-representation and explore issues in contemporary media, including music, film, television, comic books, video games, and social media. From Drake to the Tragically Hip, Trailer Park Boys to The Amazing Race Canada, and poutine to maple syrup, mainstream icons and trends are studied in the interdisciplinary context of race, gender, sexuality, politics, and patriotism. Contributing to the location of Canadian popular culture, this unique resource will engage students and scholars of communication studies, cultural studies, and Canadian studies. FEATURES - Includes key concepts and theories and a glossary - Engages students with relatable historical and contemporary examples of Canadiana through a breadth of media, including television shows, websites, journals, celebrities, newspapers, literature, comic books, video games, music, and films - Ensures equal representation of a national and transnational Canada, which includes examples of race, gender, sexuality, and ethnicity, with particular attention to geographical intricacies that contain all provinces and territories