Technology, production paradigm and operation : transformation of Brazilian brewing sector

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.