ABSTRACT
Chapter 1 begins with a discussion of the ideas of craft and the definitions of craft as a general concept. The chapter then moves on to the ways that craft beer is a craft. Central to the definition of craft beer is the notion of being part of a local community, for example, the neighborhood brewpub. Craft breweries are small because a craft beer cannot be mass produced. Along with this idea of being small and local, craft beer is independent. It is not owned by a larger corporation. The chapter then goes on to a discussion of the four key themes in the book. The first theme is the tension between being small and community based and becoming successful and growing larger. The second theme is the centrality of the internet, digital, and social media for the success of craft beer. The third theme is about value. Craft beer, as an industry, came to define other values, beyond economic value, as being as important as making money. As such, it is a model of alternative value creation. The fourth theme is craft beer's relationship to capitalism. The evolution of consumer capitalism has made a space for craft beer to thrive. But in some ways, craft beer sees itself as antagonistic to capitalism's focus on profit and efficiency. Finally, the chapter concludes with a summary of the chapters in the book.
