Bruna Gewehr (2019)
PhD thesis. Porto Alegre: Universidade Federal do Rio Grande do Sul.
“In the last ten years, the number of breweries registered under the Brazilian Ministry of Agriculture has multiplied more than eight times. This phenomenon is a reflection of a brewing boom that has taken hold of the whole the country, which has intensified since 2010. It has awakened a handcrafted brewing movement, encouraging enterprises from the home production of the drink, to courses, fairs and specialized confraternities revolving around beer. Besides that, it has provided a rediscovery of the malt liquor through the so-called beer culture. This scenario is a cut within a broad panorama in contemporary food trends that suffers the effects of a quality turn, which consists in a growing interest for foods that satisfy not only nutritional aspects, but also a set of sociocultural attributes. From this shift, many alternative initiatives have been observed as a deviation from the standard agri-food system, with practices such as local consumption and production, and fair trade being evident characteristics. However, although the movement provides legitimacy for the term hand crafted, there is no regulation for handcrafted products in Brazil as a general rule. In this sense, this research had the objective of analyzing the brewery network in the capital of the state of Rio Grande do Sul, and the municipalities that make up the Craft Brewery Route in the State of Rio Grande do Sul, seeking to understand the meaning of handcrafted quality for the players in the productive sphere. The qualitative methodology of this research it divides in two parts. The first one is composed of content analysis of specialized media and mapping of the handcrafted brewery network of Rio Grande do Sul using the Actor Network Theory. The second methodology consists of technical visits and semi-structured scripted interviews. Eleven interviews in total were conducted in the city of Porto Alegre and Nova Petrópolis. The analyzes were performed through Nvivo software. The research data indicated that there are practices that undergo a “handcraft ethic” inside the craft brewery network in Rio Grande do Sul. In the light of the alternative food networks approach, these practices lead to trusted relationships and consumption of local produce, even though the ingredients used by these craft breweries Sul are mostly imported. The process as a whole is differentiated when compared to a mass brewery, as it ends up depending more on the human factor during manufacturing. Also, receipts and product selection are more varied than in mass production industries. Despite this, the equipment is not central in the definition of artisanal quality, it is a social construction among the actors of the network. There was no consensus regarding the scale of production, but it was observed that in large-scale productions it is difficult to maintain the collaborative practices of the network. Therefore, talking about craft brewing quality means a set of practices developed by artisanal breweries that converge on brewing know-how, people with brewer’s capital and alternative practices in brewing. In other words, it is the entirety between process, people and place.
Keywords: Beer, Craft, Quality, Network.
“5 THE CONSTRUCTION OF QUALITY IN THE ARTISANAL BREWERY NETWORK
In this chapter, we intend to discuss in more depth the construction of quality in the gaucho artisanal brewery network. It is intended to base these reflections on the theory of conventions, mobilizing concepts that relate to the themes and approaches seen until then. In view of this, it is intended to present the artisan production process, from artifacts to knowing how to do. Afterwards, we discuss the relationship and differences between the mainstream production process – mass production – and the artisanal process, as well as the discourses linked to both, drawing a parallel between them. Based on this scenario, it is also sought to discuss the intersection between the local and the artisanal, as well as the relationships that are formed in this intercrossing, mainly through the so-called brewery culture. Finally, it is intended to discuss the social framework that values the artisanal quality built in the artisanal brewery network.
5.1 SOCIAL CONSTRUCTION OF QUALITY: THEORY OF CONVENTIONS
The social construction of quality found in convention theory arose from innovative contributions to the debate around the modes of coordination in markets involving rules, objects and interactions between people (EYMARD-DUVERNAY, 2002). The main authors Luc Boltanski, Laurent Thévenot, François Eymard-Duvernay, among others, organized from the publication of the special issue of Revue Économique (1989), in France, launched the conventionalist program: économie des conventions, or economics of conventions (EC). The innovative aspect of the theory was to address quality as an important element in market analysis, which, according to the EC, is a value socially shared and defined by virtue of different notions of “justice” and “common good”. Therefore, quality is related to products as well as justice for humans (NIEDERLE, 2011). Conventionalist criticism of the classical economy is based on the premise that it considers goods as homogeneous. Whereas, for the economy of the conventions, beyond the heterogeneity of goods, there is also asymmetry in the distribution of information about them. This asymmetry contributes both to the heterogeneity of goods and to the construction of quality. In addition, the conventional authors pay attention to the fact that in the process of qualification of products, each actor involved perceives the information received differently. That is, each person, or each network, receives information in a different way, as well as perceives it, also, in a different way. Thus, each network builds its own definition of quality based on this heterogeneous flow of information and interpretations, which makes the purchasing decision making process somewhat complex, as it consists of a plurality of mechanisms of choice (NIEDERLE, 2013, 2011). This understanding is strongly in contrast to the economic neoclassical argument of self-sufficiency of the good. In fact, in this approach, the qualification of products is precisely the result of the evaluative set of process, place and people or organizations that subscribe it what goes against the orthodox belief that quality is clearly measured by price – the market mechanism that incorporates all the necessary information (NIEDERLE, 2013; WILKINSON, 1999). Thus, according to the CE, to understand the qualification process, attention should be paid to the internal resources of a complex institutional arrangement recognizing the reflexive capacity of the actors, who are constantly evaluating the structures and elements and creating new mechanisms to modify them. In this perspective, as an “agreement” between the actors on a value framework about a good is built, there is a unified form of calculation, i.e., there is the construction of quality, and an interpretative formula to measure it, and this, in turn, would imply dispensing with coding mechanisms such as seals and certificates (NIEDERLE, 2011).” (pp. 91-92)
Profa. Dra. Tainá Bacellar Zaneti – Orientadora
Profa. Dra. Fabiana Thomé da Cruz
Profa. Dra. Janaína Deane de Abreu Sá Diniz
Dra. Mariana Oliveira Ramos
Place and date of defense: Porto Alegre, 26 de abril de 2019.