Apoio à cultura cervejeira artesanal: perspectivas de um desenvolvimento sustentável através de políticas públicas locais

Abstract

Given the growing niche market of craft beers, we verified the formation of a long tail curve (concept suggested by Chris Anderson that today's culture and economy are moving from the focus of best sellers to a large number of niches) and we point to a proposal for sustainable development (equitable economic and environmentally sound) for small businesses, whose perspective can be observed through the construction of local Public Policies. Starting from a bibliographical review that goes from the history of beer in Brazil and in the world to the formulation and promulgation of the most recent laws of incentive to the craft beer culture, we seek, inside the geographic cut of two cities of the Rio de Janeiro Mountain Region, informations and evidences that ground the triangulation among what we have, what we can and what we want as public actions resulting from a participatory governance. We move to, therefore, the promotion of an originally craft beer culture, which excels, beyond sustainability, for humanizing market practices. Thus, among the survey of legislation, scientific researches already completed, market studies, expert testimonials and the systematization of participatory experiences, and interviews with other stakeholders, we offer a Consultative Booklet containing premises for the construction or adaptation of Public Policies, in order to generate social management standards corresponding to the expectations, needs and capacities of the diverse beneficiaries, beyond the possibility of evolving together with the market.