Eleventh International Conference on Food Studies

Abstract

Commensality, as a domain of hospitality, presents itself in moments of food and beverage sharing. Among these beverages, the enjoyment of beer occurs, collectively, in bars and restaurants specialized in craft beers. This sector grows continuously in Brazil and worldwide, and the present work investigate the influence of hospitality in craft beer commerce. In the national market, the city of São Paulo - Brazil has a relevant focus in the artisanal brewing medium. This exploratory-descriptive research analyzed aspects of hospitality and commensality on the consumption of craft beers. The objective of this paper is to analyze how aspects of hospitality are present in commensality moments involving craft beers, from the perspective of owners of the Pinheiros and Vila Madalena beer pole, in São Paulo, Brazil. This study is qualitative, exploratory, and descriptive. The mean of research used was the field research. The research used in-depth interviews with managers of breweries, and also participant observation. Bibliographical survey based the theoretical reference. The last step was the crossing of the collected information, in order to obtain the micro focus of the brewery pole. As empirical results, the existence, proof and application of intrinsic characteristics of the hospitality and commensality areas of study were observed as strategic differentials of beer businesses in the studied pole. As theoretical findings, evidence that supports Giacoman’s practical model, and the theoretical model of Lashley, Lynch and Morrison’s hospitality lenses were also verified when applied to the local brewing business.

Presenters

Robert Kenzo Falck
Student, Doctorate, Universidade Anhembi Morumbi, São Paulo, Brazil

Elizabeth Kyoko Wada
Coordinator and Faculty - Graduate Programme in Hospitality, Graduate Programmes (MSc and PhD), Universidade Anhembi Morumbi, São Paulo, Brazil