Imagine a small, rustic distillery tucked away in Utah’s Uinta mountains. The air is crisp with hints of fermenting grain and aging whiskey. Inside, a dedicated artisan tends to the copper still, crafting small batches of handmade spirits with care. Each bottle reflects the maker’s dedication and knowledge of the land.
This romantic image is likely what comes to mind when we hear “craft spirits.” We envision devoted producers pursuing their passion for making unique, quality products that stand in contrast to those mass-produced by big-name brands. It’s no wonder, then, that the craft spirits industry has seen such impressive growth in recent years.
But how accurately does this idealized image reflect the reality experienced by craft distillers? In a recent study, forthcoming in Qualitative Sociology, my colleague Eylül Yel and I shed new light on this question, revealing a landscape far more complex than this idealized vision suggests.
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