O esclarecimento e a distinção na alimentação: Uma análise da indústria cultural e a formação do gosto por cervejas especiais

Abstract

Brazil's premium beer market has been on a significant rise, which labels traditional beer brands as regular brands. Between refined and common, the definition of what is considered good and bad taste is a long-term change. Enlightenment engenders, based on conditions of existence, a knowledge system around food which transforms itself by reiterating domination through distinction. In this study we shall analyze the sociocultural mediation strategies used by AmBev at Centro de Experiencia Cervejeira da Bohemia. Our topic revolves around the tactics used by the cultural industry in the development of a taste for premium beer, as well as its relation to the habitus. We discuss beer tasting as a formula evoking a new lifestyle, one that produces judgements of taste which reiterate the self-preservation of the social and economic apparatus under an apparent freedom of choice.