Abstract
Technology is one of the most relevant conditions for progress and development in society. Industrial technology generated a new development curve in several productive sectors, such as the alcoholic beverages. Beer is produced since 8000 BC, but its global popularization took place after the Second World War. Yet, brewing technology has been recently writing a new chapter: a paradigmatic transformation not only on instrumental principles, but also in terms of its economic and symbolic impact inside and outside organizations. This article aims to explore the new brewing paradigm and its pragmatic implications in terms of main concepts, management and operations in Brazil. Secondly, as a theoretical approach, it seeks to demystify technology and its social relationship. Technology, considering its material aspect, does not provide a broad understanding of field transformation. Therefore, the nuances of brewinng technology were captured by qualitative research. Secondary data and interviews with key elements were used as the main data collection strategy. Results indicate a brewing revolution, materialized by the offer of creative new products to mainstream markets, specialty beer shops and pubs. It is technological transformation in its essence, creating a new path from the craftman to the technique and demanding innovative management and operations forms. New brewing technologic paradigm rescues traditional techniques that in essence are concerned with producing “good” beer.
Highlights
Development and progress, in various sectors of society are associated with human capacity to materialize the knowledge of nature: technology
Beer is a beverage of intense production and consumption both in Brazil and worldwide
Brazilian beer market has oligopoly characteristic, where 97.3% of production is concentrated in four production companies
Summary
Development and progress, in various sectors of society are associated with human capacity to materialize the knowledge of nature: technology. Economist Joseph Schumpeter (1942) has already argued that the progress and development of a society are associated with advancement of technology This reality is found regionally in different degrees (Nelson & Nelson, 2002; Pietrobelli & Rabellotti, 2011). In Egypt, god Osiris is acknowledged for being the creator of beer, and Sumerians consider Ninkasi the ancient goddess of beer (Hornsey, 2003) These facts explain their presence and importance in religious rituals and celebrations in general. Beyond this connection with deities, beer was embedded in spheres of human life in which mystical mysteries were less present. Horney (2003) highlights the importance of beer in Egypt: “Brewers were employed by the State or Temple, and were high-class members in the community some of them were known to have slaves.”
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
