Running Head: THE CRAFT BEER REVOLUTION 1

The Craft Beer Revolution

Carolina Iglesias
University of Texas at El Paso
Rachel Hinman
RWS 1302
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The Craft Beer Revolution

In recent years, the craft beer revolution has become a widely

known movement. Beer options have multiplied in ways that are

entirely unique. Throughout the country, independent brewerys have

sprouted up everywhere from California to New York. Many of these

brewerys started small, only distributed in their cities or states, and

have become huge, with distribution nationwide and even world wide.

Using two genres, the impact and importance of drinking craft beer will

be analyzed and discussed. In Inside the Drinkers Studio Podcast,

various craft beers are discussed in depth, giving a lesson in what to

look for and how to appreciate craft beer. In Fusion Magazines

interview with local bar owners, Joseph Valenzuela and Beto Longoria,

a more in-depth view of the importance to the local economy and basic

beliefs of the craft beer community are discussed.

Audience and Purpose

The first genre, is a Podcast from Inside the Drinkers Studio. It is

basically three people, two of which are local bar owners and one of

whom works in a local craft beer bar, discussion various beers in depth.

This genre allows anyone who is interested to learn about craft beer.

While this Podcast goes straight into types of beers and flavor profiles,

it is pretty easy to understand even for a novice craft beer drinker. It is

a great Podcast to listen to for beer recommendations and tips as well.

The second genre is an interview conducted by Fusion Magazine. In the

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interview, the owners of El Pasos Hoppy Monk discuss why they have a

philosophy of supporting small and local businesses. They go on to

explain the importance and impact that supporting brewerys and

businesses such as these have on our local economy. This interview is

geared toward people who are unfamiliar or curious about the craft

beer revolution, and is definitely aimed at convincing people to drop

big beer and drink craft.

Rhetorical Appeals

Both genres use rhetorical appeals to entice the audience and

keep them reading/ listening.

Ethos

In the Podcast, the speakers announce themselves with their

professions, bar owners and servers in the craft beer industry. This

establishes the credibility of the Podcast because they are seasoned in

the field of craft beer, and craft spirits. They further establish credibility

by discussing detailed flavor profiles of various beers with ease. In the

article the interviewees credibility is established when the interviewer

introduces Joseph Valenzuela and Beto Longoria and the owners of El

Pasos first craft beer bar, The Hoppy Monk. Valenzuela and Longoria

go on to talk about their business philosophy, which is centered around

supporting independent businesses rather than huge corporations.

Pathos
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The Podcast uses the aspect that drinking good beer is fun to

entice the listener. The article however, has a strong emotional appeal;

pulling at the heart strings of the community to better itself rather than

supporting large corporations. Valenzuela and Longoria really use this

rhetorical appeal to get their message and overall philosophy across.

Logos

The Podcast is definitely in a more relaxed setting, giving the

feeling that it is among friends. The terminology they use to discuss

the beers, however, is entirely understandable for even the most

novice beer drinkers and is well done. They discuss things such as

aging beer and flavor profiles that are evidence of good beers, as well

as keeping it fun and intriguing for the listener. The article is definitely

more professional in setting, and uses statistics and facts to get the

point across. Longoria and Valenzuela discuss the economic benefits to

our community from supporting small brewerys.

Structure and Delivery

The structure and delivery were very different for both genres.

The Podcast was meant to make drinking craft beer fun and interesting

from a flavor aspect. The structure was very laid back and the delivery

simple and easy to understand. The article was much more serious and

logistical. Pulling in the audience in a way that would make them see

the benefits of drinking craft beer from a logical perspective. In the

article, certain terms and ideas are thrown out that might not be as
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easy to grasp for the average Joe that is not somewhat familiar with

the craft beer revolution.

Conclusion

All in all, both genres get their message across in effective ways.

The combination of the two is great because the audience get both the

fun side and the serious side of the movement.

References

Cervantes , A. (2016, April 24). The Hoppy Monk, Pushing A Craft Beer
Revolution. Fusion Magazine . http://thefusionmag.com/the-hoppy-
monk-pushing-a-craft-beer-revolution/

Quintero Fierro, M. (Producer). (2016, June 6). Inside the Drinkers

Studio. [Audio Podcast]. Retrieved from iTunes.