What Is The Subculture Of Craft Beer

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In this essay, I shall explore the subculture of Craft Beer Drinkers in Cape Town. I will look at the subculture's core purpose, what motivates, unifies and drives the members as well as the shared and distinguishing elements of the subculture's identity. I will explain what brands are identified by the members as being part of their subculture, where and how they access these brands and how these brands successfully infiltrated the subculture. Lastly, I will explain which specific brands I believe could successfully target this group and my reasoning behind it. What is the subculture's core purpose? What motivates unifies and drives the members? It's Friday night in the cosmopolitan city of Cape Town and all young, urban professionals are…show more content…
This subculture is unified by their need to be seen as trendy, individualistic and special, and by consuming craft beer they are associated with a product that embodies all of these qualities. I found that members of this subculture used social media sites such as Instagram, Snapchat, Twitter and Facebook to share with their friends that they are at a trendy bar, confirming their need for approval and social status. The small, intimate bars that sell craft beer also have a personal feel to it. The subculture experiences a human, personal interaction when buying and drinking this craft beer. This gives them a feeling of actually experiencing something, instead of the standard paying money for a product that applies to buying a normal beer. I experienced that at the craft beer festivals and markets, the seller of the beer interacts with the consumer, talking about how the beer was made and what hops or malt was used in creating the beer. This subculture is genuinely concerned about how the beer is made, and by buying craft beer they are being told directly by the brewer about the beer making process, driving them to choose craft beer over a normal…show more content…
This speaks to their sense of adventure and they are motivated to drink craft beer because there are so many varieties and choices. There is gluten free beer, vanilla beer, and low-calorie beer to only name a few examples. What are the shared and distinguishing elements of the subculture's identity? (Elements such as dress code, jargon, rituals, celebrations, practices,
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