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Craft beer – building social terroir through connecting people, place and business
Göteborgs universitet.
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism.
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism. (ETOUR)ORCID iD: 0000-0003-3887-681X
2019 (English)In: Journal of Place Management and Development, ISSN 1753-8335, E-ISSN 1753-8343Article in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose – This paper aims to propose the concept of social terroir to help navigate phenomenological and epistemological conditions of small-scale food entrepreneurship.

Design/methodology/approach – This study used a qualitative research approach and was implemented in the peripheral region of Jämtland in northern Sweden. The study interrogated the ambitions of craft brewers when starting up, their long-term goals and visions, including questions about the reason for starting up a brewery, how the different brewers cooperate and how and why the products are designed and labelled the way they are.

Findings – This study shows that the production of craft beer is an inherently social practice that is part of a particular sociocultural milieu. This milieu informs production in distinct and interrelated ways: through connecting to place and locality in the different aspects of production and marketing, through cooperation to develop production and overcome barriers, and through embedding their work in sustainability discourses.

Originality/value – The study addresses how, in the context of craft beer, terroir or taste of place, is a matter of social ties to place and community–social terroir. What is novel is the way in which social terroir becomes a critical ingredient in the production of craft beer. This illustrates how small-scale food production and gastronomic efforts can link people, places and businesses.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019.
Keywords [en]
Practice, Creative economy, Craft beer, Entreprenuership, Social terroir
National Category
Other Social Sciences not elsewhere specified Economics and Business
Identifiers
URN: urn:nbn:se:miun:diva-36888DOI: 10.1108/JPMD-01-2019-0001OAI: oai:DiVA.org:miun-36888DiVA, id: diva2:1343874
Available from: 2019-08-19 Created: 2019-08-19 Last updated: 2019-08-19Bibliographically approved

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Skoglund, WilhelmLaven, Daniel

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CiteExportLink to record
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