Ninth International Conference on Food Studies

Abstract

This paper investigates the demographics of microbrewery patrons in New York City, exploring patrons’ views about the microbrewery they frequented. In particular, it assesses whether microbreweries facilitate community among patrons, and if so, how. The research relies on surveys of patrons in microbreweries and in-depth interviews with owners and brewers in New York City conducted between May and June 2016. Results show a majority of patrons consist of non-Hispanic white males, who are well-educated and concentrated in white-collared positions. Patrons report frequenting the brewery as opposed to other breweries, because of taste, support of local business, and the cool vibe/ambiance. Eight out of nine breweries held special release events and attended festivals, while seven out of nine breweries hosted lectures. These events also motivated patrons to patronize the brewery in which they were surveyed. In terms of community, brewers and owners suggested their patrons varied, however five out of nine respondents described their patrons as locals, foot traffic, or neighborhood residents, and 71% of patrons report residing in New York. Finally, just over half of patrons see themselves as part of the craft beer community, sharing the same the same objectives as other craft beer enthusiasts.