Brewing social capital: A case study of Thailand’s craft beer consumption community

Abstract

This study explores the development of Thailand’s craft beer community through a sociological lens, focusing on social capital and power dynamics. Despite originating much later than Western craft beer movements, Thailand’s scene has evolved rapidly since 2012, shaped by unique socio-economic and regulatory contexts. The research reveals how the community transitioned from homebrewers to a complex network seeking cultural legitimacy. Using Putnam’s and Bourdieu’s theories, the study highlights social capital’s role in fostering both cooperation and competition. Privileged groups use networks for economic and symbolic gains, while intermediaries shape the movement. Gender dynamics affect women moderately compared to other contexts. The COVID-19 pandemic spurred geographically close clusters and affinity groups, showcasing resilience amid regulatory challenges. These findings offer insights into craft beer consumption in non-Western contexts, stressing the importance of understanding social capital in emerging cultural industries.