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

Abstract

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.