TOPIC:

I am currently doing a dissertation on brand communities in relation to Craft Beer.

I am asking the following question: To what extent do Irish consumers of craft beer feel like they want to be part of a community?

I would love to get some opinions on my question on why people feel drawn to craft beer and what you feel makes it a community. Or if you have anything else you'd like to offer your opinion on.

It would be a huge help for me and a massive bonus element to my dissertation, if anyone wants to get involved.

Thank you in advance, Kelly <!-- s:D --><img src="{SMILIES_PATH}/icon_biggrin.gif" alt="" title="Very Happy" /><!-- s:D -->

Hi Kelly,

I can only speak for myself and of my own observations. I’m a ‘junior’ member of Beoir in so far as I haven’t been here that long. Although I'm a little more senior age-wise and have been drinking good beer for quite a while.

For my part I never set out to be part of a craft beer community. My want for something different as a consumer in the literal sense made me search out different food and drinks. During that exploration – both here and abroad - I developed a grá for different beers, and not necessarily ‘craft’ beers but just good ones. It just turned out that most of these beers are labelled as craft.

What happened then of course was that I ended up drinking in certain bars that served beers I liked, shopping in off licences that stocked them, or travelling to research different breweries, beers and bars – often in other countries - and of course all of these places were full of, or owned by, like-minded people so it was inevitable that I would come in to contact with them.

I never felt I wanted to be part of a ‘community’ of craft beer drinkers as such, it just ended up that way. It was just a logical result of the choices I made. (By the way, I’m not really comfortable with the word ‘community’ but I can’t think of a better one! Then again I’m not really comfortable with the word ‘craft’ either so…)

I suppose what I get most out of being around like minded people - albeit all with different tastes, likes and dislikes - is the sharing of information and the feeling that you are driving an interest in craft beer, which means there will be more variety and choice for the community and therefor for myself, so you could look at it as a selfish act! You get to hear about new bars, beers and events, and we learn a lot from each other too. I’m less of a social animal than some on this and other forums but I’m sure they might have more to say on the meeting up front.

It’s a hobby too of course, and in the same way as you can have ‘train spotters’ you can have ‘beer tickers’. I’m certainly guilty of the habit (I daresay many/most others are too) of always wanting to try something new or different, regardless of whether one of our favourite beers is on the shelf or tap beside it! We’re the stamp collectors of the imbibing world…but not as nerdy. (Ha!)

These are not necessarily my comments as a Beoir member, they are my comments as a craft beer drinker.

I hope this helps and best of luck with your dissertation.

Liam

Hi Kelly,

I second what Liam has said, and absolutely agree that the interest in beer comes first, and due to seeking out bars and off licences that stock good beer, craft or otherwise, you get to know people in the "community".

The only other take on it I might have is being a newcomer to the Irish craft beer market. I come from America originally where I joined the craft beer community organically as Liam has described. I decided to actively seek out an already-built community of beer lovers upon moving here as a way to just speed up the process if you know what I mean.

I think it's an interesting topic, especially the social aspect of how people decide which groups they would like to be a part of. When we were kids, you didn't have a choice, your friends were mates at school and I suppose it just depended on what your interests were i.e., sports, drama, music, etc. I find that now being in my mid 30's, a husband and father, and a working adult, that you have to actively find a peer group. Again, as Liam put it, the beer "community" is no different than other interest groups like train spotters or stamp collectors. We have an inherent interest in well made products that have a certain personal touch, or provenance so to speak, and I for one have focused that interest to beer due to it's social nature and it's unique combination of science and artistry.

Hope that helps,

Best of luck with the dissertation!

James

Hi Kelly,

I'd agree with what both of the previous posters said.

A good parallel in looking at the motivations of the participants is farmers' markets. Some people who shop at these want to support local businesses. Some are anti-industrial farming and all the politics that goes with that. Some just think an apple grown in Antrim tastes better than one shipped here from Chile. You could easily apply the analogy to beer.

Another interesting point for you is that the term "craft" is beginning to fall out of favor[/url:19rcphcz]. Small meant good for a long time, but there are now corporate breweries making very good beer (and some small breweries making bad beer!) and the whole thing is becoming more normalized and accessible (in the US, anyway). With that comes the possibility of the community diffusing. I'd hate to see that happen but as long as there's good beer, I suspect there'll be people who want to talk about it!

Hope this helps; message me if you'd like to talk more.