How are product categories legitimized?

How are product categories legitimized? In our research project, we tackle this question in the context of alcohol consumption. An abundance of literature on this topic has addressed the legitimation of specific practices, products, or brands. However, we do not yet understand, how product categories like alcoholic beverages are legitimized. We conduct an archival study of the most popular German food magazine „essen & trinken“. So far, our data collection contains 60 issues with more than 8.500 pages of magazine content. Based on our data, we present first insights. With our research project, we contribute to literature about legitimation and category dynamics in consumer culture as well as research about food and beverage consumption.