Becoming Local: The Emerging Craft Beer Industry in Newfoundland, Canada
This article considers the ways craft breweries integrate the local culture of Newfoundland, Canada in their branding, events and even flavors. Between 2016 and 2019, the number of craft breweries in Newfoundland quadrupled. This essay examines how this emerging industry frames craft beer as local t...
| Main Author: | |
|---|---|
| Format: | Article in Journal/Newspaper |
| Language: | English |
| Published: |
New Directions in Folklore
2020
|
| Subjects: | |
| Online Access: | https://scholarworks.iu.edu/journals/index.php/ndif/article/view/29884 |
| Summary: | This article considers the ways craft breweries integrate the local culture of Newfoundland, Canada in their branding, events and even flavors. Between 2016 and 2019, the number of craft breweries in Newfoundland quadrupled. This essay examines how this emerging industry frames craft beer as local through heritage branding that draws on local customs and the island's unique language. At the same time, some breweries embrace their newness by reinterpreting representations of rural Newfoundland. |
|---|