Authors: Nancy Hoalst-Pullen, Kennesaw State University, Mark Patterson*, Kennesaw State University
Topics: Wine, Agricultural Geography
Keywords: craft beer, globalization, neolocalism, terroir, scale
Session Type: Interactive Short Paper
Start / End Time: 1:20 PM / 3:00 PM
Room: Balcony N, Marriott, River Tower Elevators, 4th Floor
Presentation File: No File Uploaded
This paper explores how the beer industry is concurrently removing and engraining geography from the production, consumption and appreciation of beer. Scale plays a sizeable role in this dichotomy. Macrobreweries have long engineered the geography out of their beer, by creating a consistent beer that can be produced anywhere and available everywhere. Simultaneously, craft beer is re-introducing geography as an importance aspect of beer by way of neolocalism (such as place-based iconography on beer labels), the growing movement toward hyper-local breweries, and terroir through the use of both locally grown ingredients and (historic) recipes.