Beer styles, labels, tasting glasses and ratings in apps.
Profile sheet · Tribe
Swedish craft beer culture
A tribe mapped with The Tribal Map: one core, six dimensions and five perspectives
What does this mean for us, and does it belong in our culture?
99source-backed observations
66sources
Swedish research, associations, trade press and the tribe’s own material.
The mapArtefacts Spaces Influencers Stories Language Experiences
Values & Meaning
Beer as knowledge, taste experience and social link
Taprooms, specialist pubs, festivals and associations.
Brewers, beer judges, organisers and knowledgeable bar staff.
The return of the small breweries and local roots.
Style, sensory terms and ratings, with its own debate about the ratings.
The tasting is the shared ritual.
The perspectives
Five perspectives that share the core.
The knowledgeable enthusiast
Knowledge, style and quality
The explorer
Curiosity and new flavours
The local patriot
The place, the brewery and the relationship
The voice for inclusion
A beer culture for more people
The brewer
Craft, process and conditions
Where the tribe comes apart
- Small-scaleAcquired
- KnowledgeInclusion
- Chasing noveltyTradition
- LocalGlobal
- Dependence on the monopolyCriticism of it
How the tribe answers
- 1
The most likely overall reaction, with a stated level of certainty
- 2
Who acts, who waits and who objects
- 3
What would change the forecast
Sources
Swedish research on microbreweriesStudy of social terroir in JämtlandSödertörn UniversitySwedish Homebrewers’ AssociationSvenska ÖlfrämjandetÖlgärisBeernews
Synthetic tribe, no real persons. Every observation can be traced to source, population, year and method. Edition 2026-11-11.
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