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Place of Irish Craft Beer - August 2018

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A general presentation to the School of Geography at UCC in support of first foray into the topic.

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Place of Irish Craft Beer - August 2018

  1. 1. The Place of Craft Beer in Ireland A cultural-geographical perspective Supervisors: Dr John Crowley, Ray O’Connor
  2. 2. It’s Complex and Subjective
  3. 3. Craft Beer ‣ “Produced by independent breweries in small batches using traditional means and ingredients”
  4. 4. WhatWe Know ‣ There once were many craft breweries ‣ During the 20th Century - Consolidation and Scale ‣ Craft Beer Boom Started in US and UK in 1970s ‣ Heineken and Diageo ‣ Ireland stagnant until 2008-2011 ‣ There’s an Explosion of Interest and Investment
  5. 5. 2001
  6. 6. 2010
  7. 7. 2014
  8. 8. 2017
  9. 9. Why?
  10. 10. Why Cultural Geography? ‣ Qualitative-based ‣ Appreciates Multidisciplinarity ‣ Humanistically Inspired ‣ Phenomenologically driven ‣ Allow for deeper exploration of what’s behind the Quantitive shape ‣ Appreciate diversity and subjectivity - differences ‣ Stories through ‘conversations with purpose’
  11. 11. Objectives of this Study ‣ What Place does Craft Beer have in Ireland? ‣ Ireland a unique case - Guinness is culturally embedded (with apologies to Beamish and Murphy’s) ‣ Why and why is place central to craft beer? ‣ What life paths have brought brewers into brewing? ‣ Exploring experience and understanding to see how meaning has been ascribed
  12. 12. Literature ‣ Largely American - although broadening ‣ Tends towards an Economic approach - ‣ Modelling, development, branding and predictive ‣ Where geography has explored the local, placemaking, social hierarchy, performing of social rituals ‣ Cultural commodification of Ireland ‣ Craft, Meaning and Identity
  13. 13. Themes ‣ Place ‣ Human experience ‣ Fluidity ‣ Consumption ‣ Place Making ‣ Cultural Commodification of Place ‣ Place of Drink ‣ Terroir ‣ Craft ‣ Identity ‣ Geography of Beer ‣ Craft Beer ‣ Coopetition ‣ Tradition ‣ Authenticity ‣ Meaning
  14. 14. Methods ‣ Semi-Structured Interviews ‣ 9 brewers identified - 2 contacted ‣ Farm-based, Locally Funded - 12 Acres, Ballykilcavan ‣ Exporting Irish Identity -Yellowbelly, O’Hara’s ‣ Acquired and reinvented - FranciscanWell, Eight Degrees ‣ Female Brewers from IT - Metalman, West Kerry ‣ Reinvest after Buyout - Lough Gill ‣ Retail brewing - Galway Bay, Rising Sons ‣ Local Adjunct Ingredients - Galway Hooker, Black Donkey ‣ Gypsy Brewers -Whiplash, Two Sisters ‣ Craft within Microbrewery - St James Open Gate
  15. 15. Methods ‣ Photo-Elicitation
  16. 16. Methods ‣ Participant Observation
  17. 17. Underworld Savage
  18. 18. ThankYou Shawn Day @iridium shawn.day@ucc.ie

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