One of the blokes
Brewsters, branding and gender (in)visibility in New Zealand’s craft beer industry
Bibliographic Data
| ID | 12698564 |
|---|---|
| Authors | Kathleen Kuehn (0000-0002-2024-8551, Victoria University of Wellington, corresponding author), Sophie Parker (0000-0001-5596-7524, Victoria University of Wellington) |
| Year | 2018 |
| Volume | 21 |
| Issue | 3 |
| Pages | 519-538 |
| Publication date | 2018-10-25 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Consumer Culture (JOURNAL) |
| Journal identifiers | ISSN: 1469-5405 • E-ISSN: 1741-2900 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/1469540518806956 |
| OpenAlex | W2898352054 |
| Language | EN |
| Citations received | 6 |
| References cited | 31 |
Beer drinking has long been valorised as a masculine performance and a social ritual. But as more women enter the craft beer industry, new opportunities emerge to reframe the cultural discourses around beer. With an interest in the stories women brewers (‘brewsters’) tell, we conducted interviews (n = 6), and a textual analysis of brand strategies (n = 10) used by women-owned beer brands in New Zealand. With an attention towards how gender identity factors into these narratives, we found that women largely reproduce the narrative trope of ‘authenticity’ utilised by craft brewers broadly. Gender identity is largely rendered invisible at the expense of promoting authenticity as a seemingly gender-neutral value. In New Zealand, however, these strategies must be contextualised in a cultural history in which beer drinking and national identity are fundamentally intertwined, and in ways that have has always been coded masculine. Our findings suggest that while branding can potentially enhance the visibility of women as legitimate producers of beer, New Zealand brewsters maintain craft beer as a Pākehā (White European) middle-class masculine cultural form
Advertising · Aesthetics · Art · Business · Cognitive reframing · Craft · Femininity · Identity (music · Masculinity · Narrative · Sociology · Value (mathematics · Visual arts · Gender Studies · Psychology · Social and Cultural Dynamics · Social Psychology · Sport and Mega-Event Impacts · Wine Industry and Tourism
Crafting Brand Authenticity
The McDonaldization of society
Masters of Craft
The transgendered Kiwi
Constructions of masculinity in alcohol advertising
Omnivorous Masculinity
Brand local
Mine’s a Pint of Bitter’
American Microbreweries and Neolocalism
Microbreweries as Tools of Local Identity
Women and ?body-isms? in television beer commercials
Sport, Beer, and Gender
Beer, Glorious Beer”
Right at Home
Changing Highbrow Taste
Three Approaches to Qualitative Content Analysis
Untapped
The Glass Phallus
The Quest for Authenticity in Consumption
The Male Consumer as Loser
| Unique citing works | 6 |
|---|---|
| Citations per year | 1,2 |
| Citation span | 2021 - 2026 (6) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 6 |