Identity is everywhere. It’s even in something as mundane as the brew we choose. Beers become closely associated to one’s identity because these brands create narratives that are designed to resonate with a particular lifestyle and group of consumers. Often we think that “low involvement” products, like beer and cigarettes, are not amenable to self-expression–but they are. Just like sports cars and luxury handbags, beers can become symbols of an aspirational self. That is partly why the character of ‘The Most Interesting Man in the World” actually caused beer sales to go up.