ABSTRACT
This chapter analyses associations consumers attach to the 'craft' label in the context of the booming craft-brewing industry. It examines the existing conceptualisations of the term 'craft' and focuses especially on brewing contexts. Craft has long been employed as a symbol of distinct artisanship in this industry, but there are currently claims of a 'craft beer revolution'. The increasing number of craft breweries is in alignment with consumers' increasing need for authenticity. Authenticity is becoming one of the cornerstones of contemporary marketing. The terms 'craft' and 'craft beer' have witnessed growing interest recently from the academic community as well as practitioners and policymakers. In consumer culture theory, Campbell connects the search for authenticity to the craft consumer by proposing that craft consumption is regarded as a means of self-expression and authenticity in a world dominated by commodification and marketisation.
