Crafting Downtown Denton: An Exploration of Craft Beer Consumption as an Activity in Denton, Texas

Craft beer as a cultural phenomenon coincided with the revitalization of downtown Denton, Texas. Much of the existing literature on craft beer and its relation to place focuses on breweries rather than bars. This exploratory study aims to explain why people consume craft beer, what factors influenced its popularity in Denton despite little beer production, and to explore considerations for the promotion of Denton as a craft beer destination and making downtown an inclusive space. Data was collected through interviews, participant observation, and a survey. Findings indicated that craft beer consumption in Denton is largely related to perceptions of community, localism, and knowledge seeking. The ethos of the craft beer industry closely aligned with participants' perceptions of Denton as a city.