Practices and sociotechnical agencing in the craft beer market

Abstract

Constructivist market studies have shown that the understanding of markets is a dynamic process and is generated from the practical effort of several actors. In order to contribute to the discussion about market construction, this article proposes to understand the socio-technical agencing in the craft beer market based on their practices. In order to do so, qualitative research was developed with multiple case studies in the craft beer market in the Distrito Federal. Four guiding classes of craft beer practices were identified: i) inputs and quality (high value and cost); ii) marketing channels (points of sale and website); iii) types of events and public that frequents it; iv) harmonization and representation of beer with food (sensory issues). These classes group 19 craft practices and the results demonstrate the heterogeneity of their diffusion among market actors, however, a direct intention of the actors is perceived in agencing practices that promote distinction of the craft beer market in relation to commercial beers. Thus, this article contributes to constructivist market studies by describing the multiplicity in the agencing of craft and the sociotechnical non-homogeneity.