Back to the Brewster: Craft brewing, gender and the dialectical interplay of re-traditionalisation and innovation

The significance of gender within contemporary craft work is frequently acknowledged but rarely analysed in empirical depth. In this chapter we explore the experiences of women working in the craft brewing industry, paying particular attention to how the recent expansion in craft-beer production and consumption is underpinned by a masculinised and patriarchal notion of retraditionalisation. This is made apparent in the masculinities evident in persistently reproduced structures, aesthetics, marketing and attitudes surrounding craft production in this sector.