Una biera, una terra : les langues locales et régionales dans la promotion des bières artisanales de Sardaigne, Corse et Jura suisse

Abstract

This study explores the use of local and regional languages in the marketing of craft breweries in Sardinia (Italy), Corsica (France), and the Swiss Canton of Jura, regions with strong linguistic identities. Based on an analysis of 25 breweries, we examined how these languages appear in brand names, beer labels, and digital content, highlighting their role in conveying authenticity, territorial identity, and emotional appeal to consumers.

Our findings reveal that local and regional languages are primarily featured in beer names and descriptions, often emphasising local ingredients or cultural references. Corsican breweries show the highest frequency of such use, while breweries in the Swiss Jura employ them spar­ingly. The study also identifies cases in which breweries provide translations or explanations of local terms, suggesting the aim to encourage metalinguistic awareness. However, the commercial appeal of these languages often overshadows their potential role in meaningful language revitalization.

This study is framed within the concept of neolocalism, demonstrating how breweries leverage linguistic heritage for branding. While it can be recognized as an effective marketing tool, the broader impact on the sustainability of minority languages remains limited.