Southern Cultural Tropes in Craft Beer Naming and Image Conventions

Abstract

Names and product labels adopted into craft brewery operations are avenues to understand both marketing trends of the industry and how they navigate the complex contours of the politics and economics of place-making. Naming and labels, as pathways of consumption, are two of many ways in which the material world is organized. Drawing from spatial frameworks of consumption, place-making and neolocalism of the craft beer industry, this chapter examines naming and image conventions to excavate submerged ideologies of Southerness and regional identity through a case of Brewers Association-registered microbreweries across five states in the Southeast United States. This chapter situates craft beer as an actor in the cultural economy, and is critical of how culture, identity, and experiences are commodified in a growing industry.

Appendix

Registered microbreweries and taprooms with the Brewers Association categorized by name associated with landscape, place, or heritage (Member Directories: Breweries, 2023).

Landscape	Place	Heritage
Alabama
Big Beach Brewing Company Braided River Brewing Company Cahaba Brewing Company Old 31 Brewing Singin’ River Brewing Company	Avondale Brewing Company Brock's Gap Brewing Company Druid City Brewing Oyster City Brewing Company	Back Forty Beer Company Black Warrior Brewing Company Bowler Hat Brewing Company Common Bond Brewers Cross-Eyed Owl Brewing Company Folklore Brewing & Meadery Ghost Train Brewing Company Mad Malts Brewery Old Black Bear Brewing Old Majestic Brewing Company Oversoul Brewing Rocket Republic Brewing Salty Nut Brewery Tallulah Brewing Company Trim Tab Brewing Twisted Barley Brewing Company Uproot Brewing Yellowhammer Brewery
Georgia
52 West Brewing 6S Brewing Company Camp Brewing Company Cartecay River Brewing Company Chattabrewchee Southern Brewhouse Coastal Empire Beer Company Currahee Brewing Company Drowned Valley Brewing Company Pendley Creek Brewing Company Savannah River Brewing Company Silver Bluff Brewing Company Six Bridges Brewing The Woodlands at Sweetwater Two Tides Brewing Company	Athentic Brewing Company Atlantucky Brewing Cochran Mill Brewing Company Dalton Brewing Company Gate City Brewing Company Georgia Beer Company Glover Park Brewery Macon Beer Company Normaltown Brewing Company Oconee Brewing Company Omaha Brewing Company Senoia Beer Company Talking Rock Brewery	Abide Brewing Company Akademia Brewing Company Angry Hops Brewing Arches Brewing Awkward Brewing Blackbird Farms Brewery BlueTarp Brewing Company Brackish Beer Company Bucking Goat Brewing Company Burnt Hickory Brewery Contrast Artisan Ales Debellation Brewing Company Dr. Scofflaw's at the Works ATL Dry County Brewing Company Eventide Brewing Company Fannin Brewing Fire Maker Brewing Company Freedom Brew & Shine Grumpy Old Men Brewing Halfway Crooks Beer Hippin’ Hops Brewery Hixtown Brewing Company Indio Brewing Company Inner Voice Brewing Ironmonger Brewing Ironshield Brewing Jekyll Brewing Kettlerock Brewing Liquid Nation Brewing Little Cottage Brewery Mandatory Fun Beer Works Monday Night Brewing Monkey Wrench Brewing Company Orpheus Brewing Outrun Brewing Company Pontoon Brewing Company Pretoria Fields Collective Printer's Ale Manufacturing Company Red Hare Brewing Company Reformation Brewery Rightside Brewing Riverwatch Brewery Round Trip Brewing Company Sabbath Brewing Schoolhouse Brewing Second Self Beer Company Skint Chestnut Brewing Company Slow Pour Brewing Company Southbound Brewing Company Southern Brewing Company Southern Brewing Company StillFire Brewing Strange Duck Brewing Tantrum Brewing Company The Lodge Three Taverns Craft Brewery Three Taverns Imaginarium Towerhouse Farm Brewery Twain's Brewpub Variant Brewing Company Whistle Top Brew Company Wild Heaven Beer
North Carolina
Black Creek Brewery Black Mountain Brewing Crystal Coast Brewing Company Currahee Brewing Company Deep River Brewing Company Ecusta Brewing Company Eleven Lakes Brewing Company French Broad River Brewing Company Ghost Harbor Brewing Company Gypsy Road Brewing Company Haw River Farmhouse Ales Hell on Horsecreek Brewing Hickory Nut Gorge Brewery Mountain Layers Brewing Company New River Brewing Northern Outer Banks Brewing Company Oaklyn Springs Brewery Outer Dunes Brewing Company Pharr Mill Brewing Company Pisgah Brewing Company Pitt Street Brewing Company Satulah Mountain Brewing Company Snowbird Mountains Brewery Southern Appalachian Brewery Southern Peak Brewery Sugar Creek Brewing Company Sweeten Creek Brewing Two Rivers Alehouse Uwharrie Brewing White Street Brewing Company	Bear Creek Brews Belmont Brewing Company Carolina Brewery Carolina Brewing Company Catawba Brewing Company Edge City Brewery Fishtowne Brew House Kernersville Brewing Company Little City Brewing Company Lookout Brewing Company Lost Colony Brewery Lost Province Brewing Company Lucky City Brewing Company Lynnwood Brewing Concern Mica Town Brewing Mill Hill Taproom New Village Brewery and Taproom NoDa Brewing Company Oak City Brewing Company Olde Hickory Brewery Raleigh Brewing Company Southern Pines Brewing Company Tarboro Brewing Company Triangle Beer Company Twoboros Brewery Wilmington Brewing Company	12 Bones Brewing Altered State Brewing Company Americana Beer Company Archetype Brewing Ass Clown Brewing Company Aviator Brewing Company BearWaters Brewing Company Beer Lab By Ghostface Brewing Belleau Wood Brewing Company Big Game Brewing Big Pillow Brewing Company Billy Beer Birdsong Brewing Co Blue Blaze Brewing BMC Brewing Bombshell Beer Company Bond Brothers Beer Company Boojum Brewing Company Brew and Feed Brewing Brewery 99 Brewery Bhavana BrickTree Brewing Company Bright Light Brewing Company Broomtail Craft Brewery Brown Truck Brewery Brueprint Brewing Company Brutopia Brewing Company Buck Bald Brewing Burial Beer Company Burning Blush Brewery Casita Brewing Company Cavendish Brewing Company Cellarest Beer Project Clouds Brewing Compass Rose Brewery Cotton House Craft Brewers Craftboro Brewing Depot D9 Brewing Company Dingo Dog Brewing Company Divine Barrel Brewing Double Barley Brewing Double-E Brewing DrumTrout Brewing Company DSSOLVR Duck Rabbit Craft Brewery Durty Bull Brewing Company Edit Beer Company Edward Teach Brewing Eluvium Brewing Company Eurisko Beer Company Fainting Goat Brewing Company Fiddin’ Fish Brewing Company Flying Machine Brewing Company Flytrap Brewing Fonta Flora Brewery Forgotten Road Ales Fortnight Brewing Company Four Saints Brewing Free Range Brewing Freshwater Beer Company Fullsteam Brewery Funguys Brewery Ginger's Revenge Gizmo Brew Works Good Hops Brewing Goofy Foot Taproom and Brewery Green Man Brewing Company Grove Cartel Brewing Company Guidon Brewing Company Hatchet Brewing Company Heist Brewery & Barrel Arts High Branch Brewing Company Hi-Wire Brewing Hi-Wire Brewing Homeplace Beer Company HOOTS Beer Company HopFly Brewing Company Hoptown Brewing Company Hugger Mugger Brewing Company Innovation Brewing Iron Key Brewing Company Ironclad Brewery Jolly Roger Brew Joymongers Brewing Company Kettell Beerworks Koi Pond Brewing Company KoMANA Brewing Company Laconia Ale Works Lazy Hiker Brewing Company Lenny Boy Brewing Company Lesser Known Beer Company Leveller Brewing Company Liquid Roots Brewing Project Little Oblivion Brewing Company Local Oak Brewing Company Lonerider Brewing Company Lost Worlds Brewing Lower Left Brewing Company Mason Jar Lager Company Midsummer Brewing Mill Whistle Brewing Mother Earth Brewing Mythic Brewing Nauti Dog Brewing Company New Anthem Beer Project New Sarum Brewing Newgrass Brewing Company Nickelpoint Brewing Company Norse Brewing Company Oden Brewing Company Old Armor Beer Company One World Brewing Owls Roost Brewery Percent Tap House Petty Thieves Brewing Company Pig Pounder Brewery Primal Brewery R&D Brewing R&R Brewing Radar Brewing Company Red Buffalo Brewing Company Resident Culture Brewing Riverside Rhapsody Beer Company RMM Brewery Incubator Salty Turtle Beer Company Seaboard Brewing Seven Sounds Brewing Company Shortway Brewing Company Sidetracked Brewery Sideways Farm and Brewery Skull Camp Brewing Skull Camp Brewing Sneaky Penguin Brewing Company Starpoint Brewing Starpoint Brewing Steel Hands Brewing Steel String Craft Brewery Sweet Union Brewing Swellsa Brewing Sycamore Brewing Taproom & Beer Garden Tar Banks Brewing Company The Dreamchaser's Brewery The Garage Thirsty Skull Brewing Toasty Kettlyst Beer Company Tobacco Wood Brewing Company Triple C Brewing Company Trophy Brewing Company Unknown Brewing Company UpCountry Brewing Company Uptown Brewing Company Vaulted Oak Brewing Vicious Fishes Brewery Waterline Brewing Company Wedge Brewing Company Whaley Farm Brewery White Elephant Beer Company Wise Man Brewing Zebulon Artisan Ales Zillicoah Beer Company
South Carolina
Brewery 85 COAST Brewing Company Cooper River Brewing Company Estuary Brewing Company Low Tide Brewing Thomas Creek Brewery	Carolina Bauernhaus Ales Columbia Craft Holy City Brewing Lake Wylie Brewing Company Pendleton Brewing Company Rock Hill Brewing Company Sumter Original Brewery	13 Stripes Brewery 1873 Brewing Benford Brewing Company Bevi Bene Brewing Company Commonhouse Aleworks Dust Off Brewing Company Fatty's Beer Works Freehouse Brewery Frothy Beard Brewing Company Ghost Monkey Brewery Hazelwood Brewing Company Hobcaw Brewing Company Holliday Brewing Hunter-Gatherer Brewery Lincoln and South Brewing Company Lot 9 Brewing Company Magnetic South Brewery Munkle Brewing Company New South Brewing Company Peak Drift Brewing Company Revelry Brewing Company River Dog Brewing Company RJ Rockers Brewing Company Savage Craft Ale Works Seminar Brewing Shoeless Brewing Company Side Hustle Beer Company Southern Barrel Brewing Company Steel Hands Brewing Tetrad Brewing Company Think Tank Brew Lab Twisted Spur Brewing Two Blokes Brewing Company Wild Heart Brewing
Tennessee
Albright Grove Brewing Company Appalachian Sun Brewery Bays Mountain Brewing Company Blackberry Farm Brewery Depot Street Brewing Company Ghost River Brewing Happy Trails Brewing Company	Cedar City Brewing Company Chattanooga Brewing Company East Nashville Beer Works Evil Nash Brewing Company Grind City Brewing Company Harding House Brewing Company Johnson City Brewing Company Memphis Made Brewing Company MoCo Brewing Project Tennessee Brew Works TennFold Brewing	1907 Brewing Company Bearden Beer Market Big Trouble Brewing Black Abbey Brewing Company Blackhorse Pub and Brewery Blackstone Brewing Company Bold Patriot Brewing Company Calfkiller Brewing Company Common Law Brewing Company Corsair Artisan Crafty Bastard Brewery Crosstown Brewing Company Curio Brewing Company Ebony & Ivory Brewing Company Elderbrew Elst Brewing Company Five Wits Brewing Company Greak Oak Brewing Company Hampline Brewing Company Hexagon Brewing Company High Cotton Brewing Honky Tonk Brewing Company Hook Point Brewing Company Jig Head Brewing Company Lilly Pad Hopyard Brewery Little Animals Brewery Living Waters Brewing Company Mad Knight Brewing Company Mayday Brewery Next Level Brewing Company Oddstory Brewing Company Ole Shed Brewing Company Pretentious Beer Company Printshop Beer Company Red Silo Brewing Company Sawbriar Brewing Schulz Brau Brewing Company Swing On Brewing Company TailGate Brewery The Fallen Brewery Turtle Anarchy Brewing Company Twisted Copper Brewing Company VonSeitz TheoreticAles WanderLinger Brewing Company Wiseacre Brewing Company Xul Beer Company Yee-Haw Brewing

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