| Abstract: | Montana's craft brewing industry has grown astronomically in the last few decades and has spawned many breweries with local names and themes. Using Montana's craft breweries as a case study, this paper demonstrates that craft breweries play a significant role in contemporary place‐making. First, brewery and beer names are analyzed to extract several place‐based themes, and it is argued that these perpetuate a particular New West identity for the state. Then, through the lens of tourism and the quest for “authenticity,” surveys of brewery visitors are used to identify the various attractions that drinking craft beer and visiting breweries offer their patrons. Besides the taste of the beer, the local nature of breweries and their community focus prove to be an important draw for brewery visitors and provide the chance to experience the community in a more authentic way, and thus, offer an opportunity to make a meaningful connection with place. This research proves that craft breweries have become an important venue for place‐making, not only in Montana, but in other cities and states with a significant craft‐brewing industry |
