‚ÄövÑv=Being authentic‚ÄövÑv¥ and the indie beer idyll in Tasmania‚ÄövÑv¥s independent brewing

I explore what a sense of authenticity does for the independent brewing industry in Tasmania and how this shapes the industry‚ÄövÑv¥s participation in a changing global economy. Sociological literature on authenticity often neglects the individual lived experiences of the indie beer producers. Thus, I ask how is authenticity constructed and communicated in the independent brewing industry of Tasmania and what are the relationships between indie beer production, a sense of place, and the producers? Semi-structured interviews were carried out with 10 Tasmanian indie beer producers to show how a sense of authenticity is carried with the individual and is developed in relationship with the social construction of indie beer, which I term the indie beer idyll. I suggest the construction and communication of a sense of authenticity manifests through performative tactics based on each producer‚ÄövÑv¥s understanding of the materiality of their beer brand, a sense of place, and their affective and embodied experiences. I have formed three thematic pillars to represent these performative tactics, which are Materiality and Processes; Brand Identity and Place; and Emotional Labour and Indie Producers. Producers deploy various aspects of each pillar to fabricate and enhance ‚ÄövÑv=authenticity‚ÄövÑv¥, which generates a collective identity for the indie beer industry in Tasmania and helps to position Tasmania in a globalised economy. I extend the knowledge of authenticity through the three pillars by stressing the significance of producers‚ÄövÑv¥ perceptions of authenticity to develop a theory of performative neolocalist authenticity. I provide theoretical insights linking the embodied experience of beer production, the sense of place created by the producers and a sense of authenticity. As place-based research the data provides insights into how indie beer brands collectively deploy the three pillars as tactics to evoke an affective response in consumers‚ÄövÑv¥ desire for the fulfilment of self in a changing global economy.