The new spirit of capitalism and artisan work: professionalization, autonomy and identity in the brewing industry

The craft beer market in Brazil has experienced significant growth over the past decade, reflecting a global trend towards craft brewing as a counterpoint to industrial standardisation and mass production. This comprehensive study explores the professionalization and identity formation within the dynamic craft beer industry, emphasising the essential role of craftsmanship and authenticity. Through qualitative interviews and participant observation, the research highlights how microbrewery owners navigate the complex challenges of the competitive market, balancing passion with precarious working conditions. The study draws on Boltanski and Chiapello's framework of the new spirit of capitalism, examining how brewers' narratives reflect broader cultural and economic shifts. Craft brewers are portrayed as innovative cultural entrepreneurs who priorieise creativity and autonomy, often at the expense of job security and financial stability. The findings suggest that the craft beer market is a site of economic activity and a space for personal expression and identity construction, where passion and practical knowledge are fundamental to building beer entrepreneurship.