Bottling gender: accomplishing gender through craft beer consumption

While beer has maintained a position as the most popular alcoholic beverage among men age 21–34, a recent Gallup poll indicates that craft beer has surpassed wine as the most popular beverage for women in the same age group in USA. In light of this trend, there has been little research done to explo...

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Bibliographic Details
Published inFood, culture, & society Vol. 21; no. 3; pp. 296 - 313
Main Authors Chapman, Nathaniel G., Nanney, Megan, Slade Lellock, J., Mikles-Schluterman, Julie
Format Journal Article
LanguageEnglish
Published London Taylor & Francis Ltd 27.05.2018
Subjects
Age groups
Alcohol
Beer
Breweries
Consumption
Consumption patterns
Content analysis
Drinking behavior
Gender
Popularity
Wines
Women
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Summary:While beer has maintained a position as the most popular alcoholic beverage among men age 21–34, a recent Gallup poll indicates that craft beer has surpassed wine as the most popular beverage for women in the same age group in USA. In light of this trend, there has been little research done to explore gender dynamics in craft beer consumption and the craft beer industry. This paper seeks to understand the increasing popularity of craft beer among women by: (1) exploring beer as a gendered object, (2) illuminating the experiences of women in the craft beer culture and industry, and (3) examining how gender is done, redone, and undone in craft beer spaces. Drawing from a discursive content analysis of an online beer community, it seeks to consider the gendered nature of beer and how gender is both reconfigured and upheld, allowing for the possibility for new consumption patterns.
ISSN:1552-8014
1751-7443
DOI:10.1080/15528014.2018.1451038