Autenticidade no copo: paixão, profissão e a construção do mercado de cervejas artesanais no Brasil

The research analyses the construction of the craft beer market based on the narratives of professional brewers who have transformed a hobby into a business activity through the characterisation of this craft labour market, the identity and authenticity of craft beers and the role of brewers in the construction of the market narrative. To carry out the research, I mapped breweries, visited, participated in festivals, made netnographic incursions on Facebook, and conducted in-depth interviews with craft brewers. The expansion of microbreweries in this decade results from the entrepreneurialization of craft brewers, who have transformed the hobby of making beer at home, in pots and pans, into a new professional career. The desire to be one's entrepreneur is based on autonomy, initiative and individualisation, in which the formation of the market involves professional and organisational identities, the relationship with consumers, collaboration between breweries, opposition to industrial breweries, and differentiation of authentic beers, because each bottle contains stories that tell the formation of the craft beer market.