Call this North American beer category code: Extreme Leisure.
Definition: Idealized lifestyle — extreme sports associated with beer brands.
Notes on this code: Although this Extreme Leisure coding was dominant in communications from the US & Canadian beer category the time I collected these examples — in 2011 — it’s important to note that at some point in the past, this type of coding was emergent. It emerged as a rejection of the Protestant work ethic — through the lens of which leisure activities were seen as a reward for hard work.
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