Fermentations of authenticity: the construction of quality, taste, and price in the craft beer market in Brazil

• Andrey Felipe Sgorla ^[1]
  1. [1] Sant'Anna School of Advanced Studies

     Sant'Anna School of Advanced Studies

     Pisa, Italia

     
• Localización: Cuadernos de Educación y Desarrollo, ISSN-e 1989-4155, Vol. 16, Nº. 5, 2024
• Idioma: inglés
• DOI: 10.55905/cuadv16n5-020
• Títulos paralelos:
  • Fermentaciones de autenticidad: la construcción de calidad, sabor y precio en el mercado de la cerveza artesanal en Brasil
  • Fermentações de autenticidade: a construção da qualidade, sabor e preço no mercado de cervejas artesanais no Brasil
• Enlaces
  • Texto completo
• Resumen
  • español

    En este artículo, examinamos el proceso de mejorar las cervezas artesanales a través de las narrativas de los cerveceros sobre la calidad y la autenticidad y establecer el reconocimiento y la reputación a través de concursos y festivales de cerveza artesanal. Realizamos entrevistas en profundidad con los propietarios de las microcervecerías, conversamos con consumidores y cerveceros, observamos festivales de cerveza artesanal y monitoreamos publicaciones en las páginas de Facebook de las cervecerías. Exploramos narrativas sobre los diversos procesos involucrados en la construcción de autenticidad y calidad en el mercado de la cerveza artesanal, destacando la producción de estilos únicos y exclusivos en pequeños lotes con ingredientes cuidadosamente seleccionados y el origen y la identidad local de la cervecería. Estos elementos narrativos contribuyen a cultivar una cultura centrada en el consumo experiencial y la diferenciación de la producción artesanal de la producción en masa. Además, conducen al reconocimiento a través de concursos de cerveza y la consagración a través de ceremonias de premios y etiquetas de botellas, que validan la reputación y la calidad de las cervezas producidas por los cerveceros artesanales.

  • English

    In this article, we examine the process of enhancing craft beers through brewers' narratives about quality and authenticity and establishing recognition and reputation through craft beer competitions and festivals. We conducted in-depth interviews with microbrewery owners, conversed with consumers and brewers, observed craft beer festivals, and monitored posts on brewery Facebook pages. We explore narratives about the various processes involved in building authenticity and quality in the craft beer market, highlighting the production of unique and exclusive styles in small batches with carefully selected ingredients and the brewery's origin and local identity. These narrative elements contribute to cultivating a culture centred on experiential consumption and the differentiation of craft production from mass production. Additionally, they lead to recognition through beer competitions and consecration through award certificate ceremonies and bottle labels, which validate the reputation and quality of beers produced by artisanal brewers.

  • português

    Neste artigo, examinamos o processo de aprimoramento de cervejas artesanais através de narrativas de cervejeiros sobre qualidade e autenticidade e estabelecimento de reconhecimento e reputação através de concursos e festivais de cerveja artesanal. Realizamos entrevistas aprofundadas com proprietários de microcervejarias, conversamos com consumidores e cervejeiros, observamos festivais de cerveja artesanal e monitoramos postagens nas páginas do Facebook da cervejaria. Exploramos narrativas sobre os vários processos envolvidos na construção de autenticidade e qualidade no mercado de cerveja artesanal, destacando a produção de estilos únicos e exclusivosem pequenos lotes com ingredientes cuidadosamente selecionados e a origem e identidade local da cervejaria. Estes elementos narrativos contribuem para cultivar uma cultura centrada no consumo experiencial e na diferenciação entre a produção artesanal e a produção em massa. Além disso, eles levam ao reconhecimento através de concursos de cerveja e consagração através de cerimônias de certificado de premiação e rótulos de garrafas, que validam a reputação e a qualidade das cervejas produzidas por cervejeiros artesanais.

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