Craft brewers: resources, trajectories, and the construction of the craft beer market in Brazil

The craft beer market in Brazil has experienced significant growth over the past decade, driven by the transformation of a hobby into a thriving business. Previous studies have highlighted the importance of cultural values, individual trajectories and social and economic opportunities in building niche markets. There are still gaps in understanding how the life trajectories and entrepreneurialization processes of craft brewers shape the market, particularly in local contexts that reflect global and regional characteristics. The research employs a methodological approach inspired by Lahire, utilising in-depth interviews, life trajectory reconstructions, as well as ethnography and netnography, in groups and events related to craft beer. This strategy enables us to examine the social, economic, and cultural aspects that underpin the transition from hobby to career. The results indicate that the expansion of microbreweries in Brazil is closely tied to processes of professional retraining, where craft brewers utilise the knowledge and skills acquired in craft brewing to develop new recipes and establish businesses. Additionally, the market reflects local characteristics, including collaborations between brewers and a growing appreciation for artisanal practices. Understanding the construction of the craft beer market in Brazil contributes to the debate on entrepreneurship, creativity and the relationship between globalization and neolocalism. The study also highlights how cultural values and individual trajectories shape emerging markets, offering insights for policies to encourage entrepreneurship and the creative economy.