Identifying and Unpacking Funky Tensions in Craft Beer, Cider, and Maple Syrup

Learn how to navigate the wild production roots of craft food and beverages during this virtual event.

Language: English

Identifying and Unpacking Funky Tensions in Craft Beer, Cider, and Maple Syrup

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During this Penn State Craft Beverage Research Network event, Penn State's Weston Eaton, assistant research professor in rural sociology, draws from observations and personal experience with craft beer, cider, and maple syrup production to describe and unpack these "funky" tensions. Identifying and Unpacking Funky Tensions in Craft Beer, Cider, and Maple Syrup examines the tension in craft and artisan food and beverage products between idyllic nature and modern science. Craft food and beverages are born of a celebrated contrast with industrial production.

Products like craft beer and cider are imagined and represented as products derived from natural versus industrial processes. Craft products hearken notions of seasonality, spontaneity, distinction, prestige, and limited availability. On the contrary, industrial products imply efficiency, repeatability, standardization, commonplace and generic. Said differently, craft is wild, whereas industrial is tame. In practice, however, craft production and products entangle both ends of this 'funky' tension. How this tension is navigated has implications for production, promotion, and consumption.

This webinar is brought to you through a partnership between the Penn State Craft Beverage Research Network, Penn State Extension, and Penn State Continuing Education - Berks Campus as part of a PDA Specialty Crop Block Grant ME# C940000781Brewing Project.

This event is being offered at no charge to participants. Registration is required to receive the link to access the webinar. Registrants will also receive access to the webinar recording.

Who is this for?

Craft cider makers and beer brewers
Food scholars and writers
Hobbyists, enthusiasts, and consumers
Educators, marketers, and promoters
Apple growers and syrup producers
Commercial producers

What will you learn?

Sociological perspective on craft food and beverages
How nature/industry tensions underlie craft beverage and food
Highlights from small scale operations

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