Consumption subculture and taste formation: a case study on a brewpub in the south of Minas Gerais (MG)
DOI:
https://doi.org/10.5585/2025.28487Palavras-chave:
consumer subculture, taste formation, brewpub, craft beerResumo
Objective: It is proposed to investigate how a brewpub from the south of Minas Gerais influences the formation and maintenance of taste in a subculture of craft beer consumers.
Method: Data collection consists of non-participant observation, in addition to the use of documents and semi-structured interviews with actors involved in this context.
Originality/Relevance: The study contributes to discussions about consumer behavior as it is dedicated to understanding how an establishment influences and is influenced by aspects of subculture and taste formation. The brewpub in question is considered a place where cultural practices are expressed.
Results: The brewpub promotes “eccentric” sensory experiences in the observed field, through numerous elements. It was observed that the preferences, choices and desires of these agents rescue sensory stimuli and assume common meanings and symbolism. Furthermore, the shared meanings are also the result of the organization's effort to be a point of connection. The relationships established and identified form a subculture, which directly influences the formation and maintenance of consumer tastes.
Theoretical/methodological contributions: The contributions highlight how taste can be improved and given new meaning based on the activities proposed by the brewpub and the elements that are part of this space. The countless possibilities are reiterated through a qualitative methodology, especially regarding the subjective aspects of the participants in this study.
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