"Ici, c'est le salon du peuple!" : microbrasseries, bières artisanales et communautés de consommation au Québec
|Abstract:||Over the last thirty years, microbreweries have been in constant expansion in the province of Quebec. This thesis aims to delve into the success of this young industry from an historical and ethnological point of view. Following interviews conducted in four microbreweries and the analysis of the specialised paper Bières et plaisirs, I suggest two complementary explanations to the successful situation in which Quebec’s craft beer industry now finds itself into. First, the wide array of flavors, colors and textures craft beers have to offer let brewers create an impressing selection of quality products. The industry is in fact fueled by the consumers constant desire for new and innovative craft beers, a desire which in its turn allow microbreweries to sprout across the province in a market controlled for almost over a century by a few large industrial breweries. Second, microbreweries become social gathering, economic and identity focal points of their respective communities. Through a business plan valorising originality and local distinctiveness, people develop a sense of belonging – a sense of place – towards their microbrewery. Their beers, often named after local historical facts, geographical particularities or famous people and brewed with local ingredients, become unique alcoholic beverages giving the opportunity to their consumers to reconnect with their locality and territory in a globalization context.|
|Document Type:||Mémoire de maîtrise|
|Open Access Date:||5 March 2020|
|Collection:||Thèses et mémoires|
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