Reason 1 : Jim used up part of the precious weight allowance in his small plane to fly these brews and their brethren back to DC for consumption. Reese and Schnell see the multiplication of microbreweries and brewpubs as a response to a disillusionment, within at least some segments of the general public, with "the homogenous sea of WalMarts and McDonalds that have rendered one American town virtually indistinguishable from another.
How do brewers accomplish this? In part, "through targeted marketing strategies that emphasize local identity and distinctiveness. Tellingly, even in the most urban settings, modern city images are rarely emphasized. And modern lifestyles are almost always slighted in favor of historical, or at least blue-collar lifeways such as blacksmiths, or miners, or steamboat captains.
People who work with their hands, whose very livelihood is entwined with the geography of where they live, are those used to represent the "true" place.
New book taps into local craft breweries
There is also no shortage of nostalgic images of yesteryear: trains, for example, or horses and buggies or steamships. Again, these are rarely modern in nature. Such images are clearly meant to contrast with the mass production of the million-plus barrel brewers like Anheuser-Busch. All of these nostalgic images serve as windows on the type of community and the type of society that is widely perceived to have vanished in our modern, harried existence.
The names for craft breweries and for their beers, as well as the labels they design, have a wide array of typical inspirations that Reese and Schnell identify, most of them evocative of something distinctive about the locale. There are plenty of exceptions to this rule, as I'll note again below. Here are some of the specific themes and tropes that crop up regularly, along with just a few examples of each, some from Reese and Schnell, some from me.
The links attached to the names of individual beers take you to images of the beer label. These categories are not mutually exclusive, and there's a fair amount of overlap.
Middle West Review
You no doubt can think of many more categories and examples, and I hope you'll share them in the comments section. They are predominant from the Rockies to the West Coast, with images evoking unspoiled landscapes and wilderness splendor.
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Local people, things, or events that don't necessarily evoke 'pride' but are special or unique to the area:. Some people may argue that Reese and Schnell are being too deterministic—that, as cultural geographers, they are overly eager to find craft breweries making "an overt statement of pride in the distinctiveness of place, an expression of neolocalism.
The short description is that the author visited breweries from Ohio to Minnesota, some small ones and some of the most famous in the country, to interview the owners or head brewers for the story about the brewery. Craft brewing has exploded in popularity over the last two decades as beer fanatics and average drinkers alike gravitate to unique, flavorful, independently produced brews. Locally Brewed celebrates this movement, profiling 20 Midwestern-based breweries through interviews, photos, and great-looking artwork.
Craft beer drinkers across the US sometimes forget great beer can be made away from the west coast and outside of Vermont. It allow her to bring a fresher approach to these breweries instead of standard fanboy fawning. One of the interesting bits is the number of them that contract brewed at some point or another including Three Floyds, which was a shock to me.
Number of barrels, ingredients, and style guidelines — none of these seems to be important.
Locally Brewed : Portraits of Craft Breweries from America's Hear
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