쾰쉬는 갈증을 해소해 주는 청량제가 아니라, 어느 경우에나 나의 곁에 있고, 나와 희로애락을 함께 할 수 있는 친구이다." “Kölsch ist kein Durstlöscher, sondern ein Freund, der bei allen Gelegenheiten zur Stelle ist und mit dem man durch dick und dünn gehen kann." 독일 쾰른 지역에서 생산되는 맥주인 쾰쉬는 이 지역 사람들에게 매우 특별한 의미를 갖고 있다. 이 맥주는 지역을 대표하는 중요한 상징들 중의 하나인데, 이 맥주가 지역적 정체성을 획득하게 된 과정을 살펴보고자 한다. 쾰쉬가 지역적 정체성을 갖게 된 것은 이차대전 이후 독일에서 불고 있던 항토주의와 쾰쉬 맥주회사들의 적극적인 판매 전략에 주로 기인하고 있다. 그러나 수용자들의 동의와 협조가 없었다면 쾰쉬는 지역적 정체성을 획득하지 못했을 것이다. 쾰른 시민들이 이를 받아들인 것은 쾰쉬의 소비를 통해 과거의 화려했던 자신들의 역사와 전통 뿐 만 아니라 다른 경쟁 대도시들에 맛서는 자신들의 문화적 정체성을 확립하고 이를 맛보고 싶어 했기 때문이었다. 현재 독일 내에서 향토주의 색채가 약간 퇴색하고, 민족주의적인 경향이 다시 강해지면서, 쾰쉬 소비는 약간씩 감소하고, 다른 지역에서 생산된 맥주의 소비가 증가하는 것은 결코 우연이 아니다.

It is no more unfamiliar scene in the social science, to analyze the culture through the food. This paper was drawn up based on the fieldwork research and holistic approach research method. Here will be analyzed, the identity formation process of the local beer in Colognue, Koelsch. More than 90% of the consumed beer in Colognue has been Koelsch. And this local beer also has been regarded as one of the important symbols, which represents this city. It is not a common phenomenon in Germany. The reason, why did the Koelsch beer obtained local identity, was closely linked with the provincialism and sales strategies of the beer brewer in Colognue. The former became vivid again after the end of the Second War, which left the large scars by the Nazis. Using this changed trend the brewers in this citymade new sales strategies. Without the agreement and cooperation of the consumers it was impossible, to have been established Koelsch beer as a key symbol of Colognue. The people in this old city have drunken this beer in order to taste the glorious history and tradition. And they wanted to establish new cultural identity through the Koelsch beer against the new rival metropolises like Munich, Hamburg and Berlin in Germany. Nowadays as the influence of the provincialism looses its power in Colognue, the consumption of Koelsch beer decreases its market share in the city.

It is no more unfamiliar scene in the social science, to analyze the culture through the food. This paper was drawn up based on the fieldwork research and holistic approach research method. Here will be analyzed, the identity formation process of the local beer in Colognue, Koelsch. More than 90% of the consumed beer in Colognue has been Koelsch. And this local beer also has been regarded as one of the important symbols, which represents this city. It is not a common phenomenon in Germany. The reason, why did the Koelsch beer obtained local identity, was closely linked with the provincialism and sales strategies of the beer brewer in Colognue. The former became vivid again after the end of the Second War, which left the large scars by the Nazis. Using this changed trend the brewers in this citymade new sales strategies. Without the agreement and cooperation of the consumers it was impossible, to have been established Koelsch beer as a key symbol of Colognue. The people in this old city have drunken this beer in order to taste the glorious history and tradition. And they wanted to establish new cultural identity through the Koelsch beer against the new rival metropolises like Munich, Hamburg and Berlin in Germany. Nowadays as the influence of the provincialism looses its power in Colognue, the consumption of Koelsch beer decreases its market share in the city.

German Culture History, German Identity Study, German Food Study, Marketing of Cultures