Place-Brewing: Breweries, Hops and Magic

Authors: Richard Ek*, Lund University
Topics: Cultural Geography, Landscape, Human-Environment Geography
Keywords: breweries, beer, hops, place, magic
Session Type: Paper
Day: 4/4/2019
Start / End Time: 9:55 AM / 11:35 AM
Room: 8226, Park Tower Suites, Marriott, Lobby Level
Presentation File: No File Uploaded

Handcraft breweries are more and more regarded as valuable place-bounded assets. For instance, within the tourism and hospitality industry, they increasingly become important ingredients in place branding material. This is for a reason. Craft breweries are generally engaged in the community, culture and economy of their localities. Further, craft breweries often narrate and depict themselves as engaged in place-bound natural objects and resources, particularly hops, which often are given almost mystical or magical capacities. Magic hops and magic places inflate into each other, narratively speaking. It thus becomes interesting to a bit more systematically unfold how handcraft breweries present themselves as place-bound and place-making actors. In this paper, a content analysis of marketing material is unfolded in order to approach this topic. In more detail, I combine a discursive methodology, an ontological perspective on place as always already unfolding, and, insights from object-oriented ontology in order to unravel place-brewing as a narrative within a cultural imagination of nature and place.

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