Fazer cerveja: mercado, autenticidade e trabalho artesanal no Brasil

Existing research on artisanal markets has shown that the growth of craft beer is closely associated with the valorization of authenticity, skilled labor, and product differentiation as an alternative to mass industrial production. However, we still know relatively little about how craft brewers construct narratives of authenticity, organize their work, and shape professional and cultural identities within the specific context of the Brazilian craft beer market. To address this question, the book draws on ethnographic research conducted among craft brewers, combining participant observation, interviews, and the analysis of practices, trajectories, and discourses that structure this market. The findings show that craft beer constitutes a social space where work, markets, and culture intersect, enabling producers to mobilize narratives of authenticity, creativity, autonomy, and passion for their craft, while simultaneously confronting tensions related to professionalization, competition, and labor precarity. By demonstrating how identities, values, and practices are constructed and legitimized within this field, the book contributes to a broader understanding of contemporary transformations in work, consumption, and artisanal markets, offering valuable insights for scholars, students, and practitioners interested in the relationship between economy, culture, and authenticity.