Agricultural

Industrial

Post-Fordist

Knowledge

Cultural (Standage, 2006)

Idiosyncratic (Hornsey, 2003)

Apprenticeship (Mazumdar-Shaw, 2000)

Abstract (Lawrence, 1990)

Specialized (Nelson, 2014)

Controlled (Baron, 1962)

Abstract

Specialized

Freely shared (Mathias et al., 2018)

Exchange

Embedded by families within villages (Brown, 2003)

Mass Markets (MacIntosh, 2011)

Niche Markets+ (Carroll and Swaminathan, 2000)

Mass Markets+

Prosumption (Rodgers and Taves, 2017)

Forms of Social Actors

Family (Brown, 2003)

Corporations (Stack, 2003)

Retailers (Ogle, 2006)

Mass Consumers (Hindy, 2014)

Corporations

Retailers

Mass Consumers

Hobbyists (Capitello and Todirica, 2021)

Entrepreneurs (Rao, 2009)

Mid-Sized Firms (Brewers Association, 2022)

Scale

Decentralized

Ranges between a few dozen people to an entire city (Nelson, 2014)

Centralized nationally

Tens of Millions linked by a few corporations (Baron, 1962)

Big Beer Centralizes Globally. (Barth, 2021)

Independent

Beer decentralized by lifestyle, region and community (Clemons, Gao, and Hitt, 2006) .

Tens of Millions linked to diverse, multiplicative forms.