Abstract

This article delves into the emerging craft beer market within the context of the craft revival, thus fostering an economy built on authenticity, distinct from industrial manufacturing. Craft breweries have grown significantly, attracting consumers seeking local and distinctive beers. Small-scale production, traditional ingredients, and various styles distinguish craft beer. Collaboration among craft breweries is a defining feature, bolstered by social and identity movements propelling its rapid expansion and success. Craftsmanship challenges the modern divide between mind and body, emphasizing physical involvement and manual expertise. Artisans acquire knowledge through practical work, which requires physical aptitude and tacit knowledge gained through experience, demanding personal time, energy, and resources. Consumer trends influence the «neo-artisanal» sectors, benefiting from technological advancements. This craft resurgence appeals to young adults seeking personal significance and an authentic lifestyle, elevating independent artisans' social and academic importance. Artisans in the craft beer sector and other artisanal professions ascribe special meaning to their products, identifying with a professional community and sharing specific values and norms. Craft production often seeks individual recognition and values work for identity and lifestyle rather than financial gain. Working as an artisan entail sharing expressive means, languages, and repertoires to depict reality, with craft knowledge frequently displayed through festivals, social networks, and informal gatherings. Communities of practice play a pivotal role in artisans' learning and professional growth, transforming their identities through engagement with expert practices. In conclusion, craft breweries emphasize geographical connections, artisanal production techniques, the producer's personality, and historical and traditional contextualization to craft authentic and distinct products.