domingo, janeiro 27, 2019

"shifts toward particular logics can be reversed" (parte III)

Parte I e parte II.

O interessante é como este renascimento
começou a partir de um movimento de base, sem grandes recursos, sem patrocínios, sem intervenções governamentais.
"A key development was the emergence of five independent beer pubs that were not contractually tied to any industrial brewer and that began to import modest amounts of traditional foreign craft beer, predominantly Belgian ale, as an alternative to Dutch industrial lager. These locales, where individuals with ‘‘strange tastes’’ could meet (to quote a representative of one of these pubs), were Cafe ́ De Beyerd in Breda, Gollem in Amsterdam, Jan Primus in Utrecht, ‘t Pumpke in Nijmegen, and Locus Publicus in Rotterdam and Delft. The idea to import foreign beers emerged when the founders of these pubs came in contact with traditional beer styles that were still being brewed in Belgium, Germany, and the United Kingdom.
...The owners of pioneering beer pubs started with very modest means and ambitions and were surprised by the impact of their actions. Their initial success was followed by an emerging network of importers that began to specialize in foreign traditional craft beer.
The attention given to traditional alternatives reawakened actors with marginalized or dissolved roles, who were dissatisfied with the state of the Dutch beer-brewing industry. The exposure to foreign traditional craft beer led to these actors’ growing perception that something had been lost in the Netherlands with the shift toward industrial brewing. The pioneering beer pubs gave these actors a chance to meet and (re)connect. One of these, Gollem in Amsterdam, began to organize an annual beer festival in 1978 for alternative Dutch beer. Initially, this was a very small-scale affair, but the festival grew from 65 to over 300 visitors within two years and would eventually attract more than 10,000 visitors...The pubs and their festivals thus provided an important space for marginalized actors, like enthusiast consumers, brewmasters, and pub owners, to connect and discuss the state of Dutch beer brewing. Importantly, these groups contained both individuals with access to institutional remnants and individuals who were entirely new to beer brewing.
A group of Dutch beer enthusiasts who frequented the pioneering pubs also regularly traveled to London to visit pubs there. They noticed that the diversity of beers and brewing practices was higher in the UK and that there was a consumer association—the Campaign for Real Ale or CAMRA—promoting the revitalization of traditional craft brewing. This group would go on to establish the Dutch beer consumer association PINT.
The establishment of PINT initiated the emergence of an ecosystem of new collective organizations that all contributed to a nostalgia-infused movement for change in the industry.
In 1983, Nico van Dijk co-established a foundation for beer item collectors (BAV), which fueled greater awareness of traditional Dutch craft brewing. In 1984, the first modern brewers’ guilds—De Roerstok and Twents Bierbrouwersgilde—were established to encourage hobby brewing, inspiring a new generation of brewery entrepreneurs. The Bier Keurmeesters Gilde (BKG) that trains judges for the independent examination of the quality of amateur beers during competitions and tastings was established in 1986. And in 1987, an association for specialty beer pubs (ABT) was established, which acted as a catalyst for the distribution of craft beer. Collectively, these initiatives amplified the initial effect of the pioneering pubs. They revitalized marginalized actor groups by reawakening traditional members, providing them with spaces to reconnect and reflect, and attracting new recruits."

Trechos retirados de "What Is Dead May Never Die: Institutional Regeneration through Logic Reemergence in Dutch Beer Brewing", Administrative Science Quarterly 1–44 (2018) de Jochem J. Kroezen e Pursey P. M. A. R. Heugens.

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