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This chapter explores how quality is assessed in craft beer through describing tastes and aromas in relationship to categories of beer style. Drawing on documentary sources, it explores the development and formalisation of definitions of beer styles, and the development of the contemporary language used to describe and assess taste. It then ethnographically explores how these are combined in the practice of craft beer judging at a competition through a novel assemblage of different methods. The empirical work contributes novel methods for exploring tasting practices, detailed ethnographic description of beer judging and an exploration of how the organisation of style guides and taste descriptions have contributed to defining and assessing quality in craft beer.

Cochlear's first product, the 22-channel Nucleus implant, was the result of a research programme that has been dated back to 1967, when Graeme Clark, an ear, nose and throat (ENT) surgeon, commenced doctoral work on the electrical stimulation of the hearing nerve. Following the completion of his PhD in 1969, Clark was appointed the inaugural Chair in Otolaryngology at the University of Melbourne. When he joined the university in 1970, his primary objective was the practical application of his PhD research: namely, the development of a ‘bionic ear’, an electronic device that would stimulate the hearing nerve in the profoundly deaf. He realised early on that lack of resources would be one of his major impediments:across the road [from my office] the experimental research laboratory was in a disused hospital mortuary. When I looked at the mortuary my heart sank. It was dilapidated and bare. There was a stone table in the centre, but little else. The walls needed painting, and the light diffused poorly through the high windows. Anyway, I had no money to buy equipment even if the laboratory itself were satisfactory. (Clark, 2000, p. 54)

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.