Chapter 6. Craft beer and linguistic lifestyle emblematization

2020 ◽  
pp. 99-121
Author(s):  
Theresa Heyd ◽  
Marius Eckert
Keyword(s):  
Craft Beer

Craft Beer's Unlikely Alchemist

2019 ◽  
Vol 19 (4) ◽  
pp. 78-90
Author(s):  
Theresa McCulla
Keyword(s):  
San Francisco ◽  
Assembly Line ◽  
The United States ◽  
Risk Tolerance ◽  
Small Scale ◽  
Intellectual Curiosity ◽  
Brewing Industry ◽  
Washing Machine ◽  
Craft Beer ◽  
History Of

In 1965, Frederick (Fritz) Maytag III began a decades-long revitalization of Anchor Brewing Company in San Francisco, California. This was an unexpected venture from an unlikely brewer; for generations, Maytag's family had run the Maytag Washing Machine Company in Iowa and he had no training in brewing. Yet Maytag's career at Anchor initiated a phenomenal wave of growth in the American brewing industry that came to be known as the microbrewing—now “craft beer”—revolution. To understand Maytag's path, this article draws on original oral histories and artifacts that Maytag donated to the Smithsonian Institution's National Museum of American History via the American Brewing History Initiative, a project to document the history of brewing in the United States. The objects and reflections that Maytag shared with the museum revealed a surprising link between the birth of microbrewing and the strategies and culture of mass manufacturing. Even if the hallmarks of microbrewing—a small-scale, artisan approach to making beer—began as a backlash against the mass-produced system of large breweries, they relied on Maytag's early, intimate connections to the assembly-line world of the Maytag Company and the alchemy of intellectual curiosity, socioeconomic privilege, and risk tolerance with which his history equipped him.

Non-economic impact of craft brewery visitors in British Columbia: A quantitative analysis

2021 ◽  
Author(s):  
Jarrett R. Bachman ◽  
John S. Hull ◽  
Byron Marlowe
Keyword(s):  
British Columbia ◽  
Positive Impact ◽  
Sustainable Growth ◽  
Wine Industry ◽  
Future Research ◽  
Craft Beer ◽  
Beer Industry ◽  
Self Image ◽  
Gender Education ◽  
Global Growth

The number of craft breweries in British Columbia has grown significantly in recent years,numbering over 140 in 2017. Very little is known about the effects of the craft brewery industryin British Columbia, specifically as it relates to impacts not related to brewery revenue and jobcreation. Beyond British Columbia, the craft beer industry has not empirically examined non-revenue impacts in a manner that reflects the global growth of the sector. Tourism experiences,such as those offered by craft breweries, are becoming increasingly important for resilience and sustainable growth and success of destinations. The goal of this research was to determine whovisitors to craft breweries are, how tourist and resident patrons differ, and what effects craftbreweries have on tourists who visit breweries. A 55 item survey was distributed at 11 craftbreweries in three regions in British Columbia during the summer of 2017. Results founddifferences between tourist and resident patrons in self-image congruency, age and travel partysize, but no difference in gender, education, or household income. From a tourism standpoint, itwas found that memories have a significant, positive impact on loyalty regarding the breweryand the destination. For tourists, strong connections were found between social involvement andboth authenticity and place attachment for those who were more socially involved in craft beer.Comparisons to previous research in the wine industry provide additional commentary.Implications for craft breweries, destinations, and future research in this area are discussed.

Millennial Missionaries

2019 ◽  
Author(s):  
Katherine Dugan
Keyword(s):  
United States ◽  
Religious Identity ◽  
The United States ◽  
College Campuses ◽  
Religious Institutions ◽  
Gender Essentialism ◽  
Craft Beer ◽  
Catholic University ◽  
Religious Piety ◽  
Religious Landscape

This book is an ethnography of millennial-generation Catholic missionaries. The Fellowship of Catholic University Students (FOCUS) began hiring young adults to evangelize students on college campuses in 1998. Since then, FOCUS missionaries have developed a style of Catholic evangelization that navigates between strict and savvy interpretations of Catholic teaching in contemporary US youth culture. The Catholicism that FOCUS missionaries embrace and promote grew up with them and amid their middle-class American norms—missionaries own iPhones, drink craft beer, and create March Madness brackets. Born in the 1990s, millennial missionaries in their skinny jeans and devotional tattoos, large-framed glasses and scapulars embody an attractive style of Catholicism. They love saints and have memorized the “Tantum Ergo,” are fluent in college-student slang, but reject hook-up culture in favor of gender essentialism dictated by papal teachings. Missionaries rely on their social capital to make Catholicism cool. Many of their peers have been characterized as defectors from religious institutions. Yet, underneath the rise of “nones” is a story of increased religious piety. This book studies religion in the United States from the perspective of proud Catholic millennials. As they navigate their Catholic and US identities, these missionaries propose Catholicism as uniquely able to overcome perceived threats of secularism, relativism, and modernity. How, why, and with what implications is this Catholicism enacted? These questions, which point to power struggles between US culture and religious identity, drive this book. Through their prayers and evangelization efforts, missionaries are reshaping Catholic identity and shifting the religious landscape of the United States.

scholarly journals A Simple Method for Evaluating the Bioactive Phenolic Compounds’ Presence in Brazilian Craft Beers

Molecules ◽  
2021 ◽  
Vol 26 (16) ◽  
pp. 4716
Author(s):  
Marcelo Coelho Silva ◽  
Jeancarlo Pereira dos Anjos ◽  
Lilian Lefol Nani Guarieiro ◽  
Bruna A. Souza Machado
Keyword(s):  
Phenolic Compounds ◽  
Caffeic Acid ◽  
Good Accuracy ◽  
Limit Of Detection ◽  
Coumaric Acid ◽  
Simple Method ◽  
Craft Beer ◽  
Extraction Step ◽  
Satisfactory Precision ◽  
Craft Beers

There are a significant number of analytical methodologies employing different techniques to determine phenolic compounds in beverages. However, these methods employ long sample preparation processes and great time consumption. The aim of this paper was the development of a simple method for evaluating the phenolic compounds’ presence in Brazilian craft beers without a previous extraction step. Catechin, caffeic acid, epicatechin, p-coumaric acid, hydrated rutin, trans-ferulic acid, quercetin, kaempferol, and formononetin were analyzed in fifteen different craft beers. The method showed good linearity (R2 ≥ 0.9966). The limit of detection ranged from 0.08 to 0.83 mg L−1, and limits of quantification were between 0.27 and 2.78 mg L−1. The method showed a satisfactory precision (RSD ≤ 16.2%). A good accuracy was obtained by the proposed method for all phenolic compounds in craft beer (68.6% ˂ accuracy ˂ 112%). Catechin showed higher concentrations (up to 124.8 mg L−1) in the samples, followed by epicatechin (up to 51.1 mg L−1) and caffeic acid (up to 8.13 mg L−1). Rutin and formononetin were observed in all analyzed samples (0.52 mg L−1 to 2.40 mg L−1), and kaempferol was less present in the samples. The presence of plant origin products was determinant for the occurrence of the highest concentrations of phenolic compounds in Brazilian craft beers.

scholarly journals Hops (Humulus lupulus L.) as a Novel Multipurpose Crop for the Mediterranean Region of Europe: Challenges and Opportunities of Their Cultivation

Agriculture ◽  
2021 ◽  
Vol 11 (6) ◽  
pp. 484
Author(s):  
Francesco Rossini ◽  
Giuseppe Virga ◽  
Paolo Loreti ◽  
Nicolò Iacuzzi ◽  
Roberto Ruggeri ◽  
...  
Keyword(s):  
Humulus Lupulus ◽  
Specific Reference ◽  
Research Activity ◽  
Plant Parts ◽  
Craft Beer ◽  
Recent Success ◽  
Natural Medicine ◽  
Humulus Lupulus L ◽  
Challenges And Opportunities ◽  
Almost All

The common hop (Humulus lupulus L.) is a dioecious perennial climbing plant, mainly known for the use of its female inflorescences (cones or, simply, “hops”) in the brewing industry. However, the very first interest towards hops was due to its medicinal properties. Actually, the variety of compounds present in almost all plant parts were (and still are) used to treat or prevent several ailments and metabolic disorders, from insomnia to menopausal symptoms as well as obesity and even cancer. Although hops are predominantly grown for hopping beer, the increasing interest in natural medicine is widening new interesting perspectives for this crop. Moreover, the recent success of the craft beer sector all over the world, made the cultivated hop come out from its traditional growing areas. Particularly, in Europe this resulted in a movement towards southern countries such as Italy, which added itself to the already existing hop industry in Portugal and Spain. In these relatively new environments, a complete knowledge and expertise of hop growing practices is lacking. Overall, while many studies were conducted globally on phytochemistry, bioactivity, and the genetics of hops, results from public research activity on basic hop agronomy are very few and discontinuous as well. The objective of this article is to provide an overview of possible uses, phenology, and agronomic aspects of hops, with specific reference to the difficulties and opportunities this crop is experiencing in the new growing areas, under both conventional and organic farming. The present review aims to fill a void still existing for this topic in the literature and to give directions for farmers that want to face the cultivation of such a challenging crop.

Does the origin of inputs and processing matter? Evidence from consumers’ valuation for craft beer

2021 ◽  
Vol 89 ◽  
pp. 104146
Author(s):  
Shady S. Atallah ◽  
Claudia Bazzani ◽  
Kim A. Ha ◽  
Rodolfo M. Nayga
Keyword(s):  
Craft Beer

scholarly journals Creating Opportunities for the Development of Craft Beer Tourism in Serbia as a New Form of Sustainable Tourism

2021 ◽  
Vol 13 (16) ◽  
pp. 8730
Author(s):  
Tamara Gajić ◽  
Jovanka Popov Raljić ◽  
Ivana Blešić ◽  
Milica Aleksić ◽  
Dragan Vukolić ◽  
...  
Keyword(s):  
Healthy Lifestyle ◽  
Sustainable Tourism ◽  
Alcoholic Beverage ◽  
Binary Logistic Regression ◽  
Total Sample ◽  
Alcoholic Beverages ◽  
Sustainable Tourism Development ◽  
Craft Beer ◽  
Leading Role ◽  
Beer Tourism

Beer may not be the oldest alcoholic beverage, but it is definitely among the most popular alcoholic beverages in Serbia today. The authors conducted a survey in 2019, during three major beer festivals, on a total sample of 542 festival visitors. The authors set the goal of the research: sensory preferences, habits, knowledge of the beer production process and a healthy lifestyle influence the choice of beer type, in respondents older than 18 years. Further, the goal was to investigate the extent to which craft tourism can be developed in Serbia, and to be an aid in sustainable tourism development. SPSS software, version 26.00, was used for data processing. Descriptive statistical analysis determined the average values for all items from the given research groups. The authors considered that, for determining the group of factors, which may have the strongest predictor power in predicting beer choice, the best results can be given by Binary Logistic Regression. The logarithm of chances, chances and probabilities has also been determined whether in some future period all festival visitors over the age of 18 will be chosen for craft beer instead of factory beer. The obtained results show that visitors mainly consume craft beer, and that sensory tendencies play a leading role in preserving and creating quality, as well as attracting regular consumers and visitors to craft tourism. The importance of the research is undoubtedly seen in resolving the existing doubts about the quality of beer and creating a craft tourist market in Serbia. In addition, the research can improve the measures around the creation of a recognizable identity of the Serbian beer festival, on the wider tourist market.

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