Narrativas de artesanato e autenticidade na formação do mercado de cerveja artesanal no Brasil

The growth of the craft beer market involves a number of attractions for would-be producers and consumers, including a high degree of autonomy, passion, and work as a hobby in small businesses, where brewers use “intuitive knowledge”, as well as time flexibility to make craft beers. As handcrafted products, craft beers have been associated with identity markers and notions of “authenticity”, with a range of economic and cultural attributes. The study uses in-depth interviews, participant observation in visits to breweries and participation in festivals, and monitoring of publications on social networks. In the article, I explore how Brazilian microbrewery owners’ narratives about craft and authenticity are used as market devices to legitimize their products, gaining recognition within the market and building consumer relations in the context of the new spirit of capitalism. Storytelling strategies not only “enrich” the product; they also encourage individuals to locate pleasure through work, and perceive value in terms of identity and lifestyle rather than monetary terms.