The document discusses craft brewing in Bend, Oregon. It aims to establish how local the brewing process is and how local consumers perceive the beers to be. It documents the local brewing landscape, including Deschutes Brewery, Bend Brewing Co., and Boneyard Beer. Interviews and surveys found that while some ingredients come from elsewhere, the brewing process and water are largely local. Consumers feel the beers reflect the town and drink them to support local businesses. The breweries help give Bend a strong sense of place in the community.

1. BREWING IN BEND
EXPLORING THE EXTENT TO WHICH CRAFT BREWING IN BEND, OREGON
IS A LOCAL PROCESS

2. The Team
Austin Mowat
Charles Rowland
Alex Goodbourn
George blizzard

3. AIMS AND OBJECTIVES
Aim:
- To establish the extent to which craft brewing in Bend, Oregon is a local process.
Objectives:
- To document the craft brewing landscape in Bend.
- To explore how far the brewing processes are localised in their nature.
- To ascertain how far consumers perceive these beers to be local.

4. BEND’S BREWING
LANDSCAPE
▪ Deschutes Brewery
▪ Bend Brewing Co.
▪ Boneyard Beer

5. Definitions
- Microbreweries - A brewery that produces less than 15,000 barrels (17,600
hectoliters) of beer per year with 75 percent or more of its beer sold off-site (Brewers
Association, 2018).
- Neolocalism - a response to the homogenization of the economy and urban
landscape; it is an active, conscious attempt to create a new sense of place,
(Holtkamp et al, 2016).
- Defining the local - For this study, the local has been defined as the American states
of the Pacific Northwest. These are Washington and Oregon.

6. BACKGROUND INFO
- Brewpubs, which brew and serve beer on the same
premises, were made illegal in the United States along
with the tied-house in 1935, but almost every state has
now legalised them, (Flack, 1997). (First American
Brewpub in June 1982).
- The specialty beers from the so-called microbreweries
which emerged in the 1990s now account for about 5
percent of the world market. This segment of the beer
market seems to have matured in the US already at the
end of the 1990s where their numbers peaked and they
now have about 10 percent of the American market.
However, the microbreweries or very small specialty
brewers which only brew craft-styled beer on a small
scale for local consumers, e.g. the customers of a
restaurant, and their entry into the industry do not
change the competition and concentration measures for
the mass- produced beer in any significant way. Also,
the high-price premium especially in the American
markets is to a large extent reflected in higher
producing costs due to small-scaled plants. They
therefore only earn a modest profit as the entry barriers
to the local unbranded market are quite low. (Madsen
and Wu, 2014).
Microbreweries by country, 2012. Cartography by authors. Data source: Real Beer, Inc.2012

7. Production of craft beer in the United states from 2009 to
2016 (In million barrels)

8. LITERATURE REVIEW
This section will outline key information and definitions
which will support the data gathered through this study. It
will provide evidence for both theoretical and empirical
data.

9. Perceptions of locality
- ‘Microbreweries are one example of the self-conscious reassertion of the distinctively local’
(Flack, 1997). - neolocalism
- ‘Tapestry of personal relationships that imbue a place with further meaning’, (Schnell 2011).
Localising food and drink and adding sense of place
- Breweries separating themselves from popular American culture, are using “local historical
photographs, maps and artifacts” to create a personality of place in an attempt to move
towards “neolocalism” (Schnell and reese, 2003)
- Microbreweries, many of which have on-site retail establishments, also serve their local
community as an assembly point where new social networks and connections can be created
(Kiss 2015)
- Though we focus chiefly on the physical geographic environments that favour certain classic
beer styles, we never stray too far from the idea that beer and people have together defined
geographic space and place (Katz and Maytag 1991).
- The strong environmental sentiment of the region breeds a powerful local pride and
commitment to community, but other areas also use beer for local boosterism, (Flack, 1997)

10. CULTURAL/SOCIAL
- ‘Microbreweries are one example of the self-conscious reassertion of the distinctively local’ (Flack,
1997). - neolocalism
- ‘Tapestry of personal relationships that imbue a place with further meaning’, (Schnell 2011). Localising
food and drink and adding sense of place
- Breweries separating themselves from popular American culture, are using “local historical
photographs, maps and artifacts” to create a personality of place in an attempt to move towards
“neolocalism” (Schnell and reese, 2003)
- Microbreweries, many of which have on-site retail establishments, also serve their local community as
an assembly point where new social networks and connections can be created (Kiss 2015)
- Though we focus chiefly on the physical geographic environments that favour certain classic beer
styles, we never stray too far from the idea that beer and people have together defined geographic
space and place (Katz and Maytag 1991).
- The strong environmental sentiment of the region breeds a powerful local pride and commitment to
community, but other areas also use beer for local boosterism, (Flack, 1997)

11. Sense of place
- Breweries represent a fundamental shift in the nature of brewing and beer consumption
- ‘The beers brewed by microbrewers have more distinctive flavours than the lagers brewed
by Budweiser, Coors or Miller.’ (Schnell and Reese, 2003). This creates a more local feel
than international chains, gives a wider variety of choice for consumers, creates a new
sense of place
- A rapid expansion of microbreweries numbers was consequence to people wanting to
renew connections with local communities, its surroundings and its economy. This is linked
to neolocalism.
- Many who had made a swoop into the national marketplace found themselves struggling
and had to return, for example Deschutes Brewery. Black Butte Porter was not received
popularly with Albamans when distributed to the region, (Flaherty, 2000)

12. Methodology
Interviews
- Interviews took place with 4 breweries and 1 homebrewer.
- Will enable us to discover how far the brewing processes are localised in their
nature.
- The interviews will be run with a low-degree of structure so the views of the
breweries can be discussed with ease (King, 2004).
- Will be transcribed to analyse views of breweries.
Questionnaires
- Quantitative approach with mostly closed ended questions to assess how far
consumers believe the beers to be local.
- 79 questionnaires were completed, allowing for a comprehensive review over the
respondents views.
- Results will be transferred into charts and graphs in order to be analysed, showing a
visual representation of the view of the public.

13. Results and Analysis
This section will discuss the findings from the research undertaken and through this
come to conclusions using both the found data and literature previously discussed. This
will provide answers to the aim and objectives set by using an objectives based structure
in order to comprehensively respond to these objectives.

14. To what extent are
brewing practices local in
their nature

15. The Process of Brewing Craft Beer
Stage 1
- The first stage of creating a beer is the selection
of the malted barley. Once the malted barley
has been chosen it then must be milled to
expose the starches within.
- Next the hops must be chosen. Much of the
flavour will come from the particular hops used
and this is how brewers will create different
flavours in their products.

16. Stage 2
- Water must be boiled to 166 degrees
fahrenheit and added to the malt and
brewing salts.
- This ‘‘mash’ which is to be left for an hour in
an insulated container to release the sugars
from the malted barley which is now the
‘wort’.
- ‘Wort’ is a sweet liquid as the hops have not
been added yet which add the bitterness.
- To separate the wort from the mash it
undergoes lautering and sparging which
sieves out the barley from the wort.

17. Stage 3
- The wort is then transferred into the brew
kettle where the sugar concentration is
checked.
- The wort is then boiled for 90 minutes in
total and 1 hour in, half of the hops are
added to flavour the beer and in the
remaining 10 minutes the other half is
added for the aroma of the beer.

18. Stage 4
- The wort must then be cooled rapidly
through a heat exchanger to ensure that it is
at the correct temperature for the yeast to
multiply.
- This liquid is then ready for fermentation
where it must be kept in the same conditions
to allow the yeast to thrive for at least 2
weeks.
- The beer is then ready to be filtered.
- The beer can then be carbonated if
necessary and bottled, canned or kegged.

19. Localities of home brew
- The beer brewed was called ‘Mosaic Promise’, this beer is a SMaSH beer (Single
Malt and Single Hop).
- Golden Promise malted barley was used to produce this beer and this malt
originates from the Otter Valley in Devon but is grown in the Yakima Valley.
- Similarly, the hop used is a Mosaic Hop which originates from Scotland but is also
grown in the Yakima Valley.

20. DESCHUTES - Locality of
processes
- 75% of hops sourced from Oregon - primarily
Yakima Valley.
- Mix of brew tanks used, many sourced from
Germany but some sourced locally from an
Oregon company (JVNW - Canby, OR).
However…
- Opening production facility on the east coast -
Virginia

21. Localities of Bend Breweries
Deschutes
- Water is sources from Bend, 10 minute drive outside
- “Local watersheds filtered naturally through layers of lava rock”
- “Hops are mostly from the Yakima Valley”
- If something specific needed, hops will come from New Zealand, Austrlia and
Germany.
- Malt of sourced from Great Western Malting
- 74,000 pounds of malt delivered everyday
- Most of all resources are from the North West

22. Localities of Bend Breweries
Boneyard
- 4 or 5 different hop suppliers
- hops from Yakima Valley
- Internationally hops imports as well - New Zealand, Australia and Germany
- Malted Barley sourced from Washington - Great Western and Mecca Grain

23. Public perceptions of
Bend’s craft beers

24. Age Gender

25. Are you Local?

26. What do you usually drink

27. Do you drink local beers over
commercial? + “They put their heart and soul into the beer”
+ “Gravitate towards them due to prevalence
(in Bend), generally chooses beer on taste
not locality, but due wide range of local
beers, bound to find something you like”
+ “Great taste and great choice of local
breweries”
+ “Drink local to support local businesses as
well as taste.”
+ “Nice to be able to drink a beer where it is
actually brewed.”
- “Just turned 21, haven’t really experienced
many craft beers, prefer cheap beer.”

28. Do local beers reflect bend and its
surroundings
+ “Reflect town, nearby hop industry, its
all local”
+ “A lot of people who come here are
here to see breweries”
+ “Super beer-friendly town”
- “Big variety of different beers”
- “Just a tourism game”
- “Depends on size/distribution, no for
large breweries such as Ten Barrel and
Deschutes”

29. Do you perceive the beers to be local
+ “I know they’re made locally”
+ “There’s 28/30 breweries in town, it's pretty
prevalent”
+ “Menus and ingredients seem local”
+ “Because I am familiar with the local
breweries here in Bend”
+ “Locally themes naming conventions,
ingredients”
- “Ten Barrel brought up by Anheuser Bush”
(Mentioned by multiple respondents)

30. Sense of Place
- Counties with microbrewery have a larger
percentage of immigrants, so have a desire
for a sense of place and connection to place

31. Sense of Place
- Pine mountain sports and Deschutes brewery run charity events together
- Most successful breweries entrenched in their community have avid supporters of
local businesses, causes and initiatives

32. Sense of Place
● Microbreweries have become important purveyors and promoters of place attachment in
local environments - such as beer marketing.

33. Conclusion
- It is local - Local water - Hops are from Yakama Valley + Northwestern States
- Although, some ingredients are sourced internationally (Germany, Australia, New
Zealand)
- Locality is key for the population - they will drink the beer because it is made in there
town.
- Deschutes expansion to the East coast presents a large barrier towards the locality
of their beer.

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