The following is an excerpt from a paper I wrote titled “Changing Mechanistic Manufacturing”, which focuses on the culture metaphor inherent in many breweries. Of particular interest is the intrinsic (motivated by the nature of the work) characteristic of brewery workers.
“The culture of the organization consists of a shared passion of employees for providing consumers with high quality full flavored beer. More specifically, the brewer's passion for their work is such that their intrinsic needs tend to outweigh their extrinsic. For example, although compensation is relatively low upon entry into the brewing field, workers are motivated by the nature of the work and the prestige associated with working for a brewery.
This is further verified by Fahrendorf who indicates that brewing provides a way to identify yourself with your work through the creation of a product from the beginning to the final product (n.d.). Brewers also tend to maintain strong social relationships with brewers within the organization and from other brewing companies.
Beer festivals are essentially marketing events that allow breweries to showcase a select amount of their products to the general public.
Brewery workers also attend these events due to platonic relationships with other brewers, to evaluate products from other breweries and generally enjoy the festivities at festivals. This is not a required part of the job for each employee, however, many brewery employees still choose to attend. This demonstrates a unique cultural element and the author has coined the term “brewtrinisic” as a play-on-words to describe the intrinsic nature of brewers, which even tends to be a bit eccentric.”
Aaron Brodniak is a fellow male military spouse who recently earned a Masters in Management at American Public University. He will be an instructor for Oregan State University's workshops on Craft Brewery and Craft Cidery startups. When not writing for us, he has his own blog: Brodniak's Beer Business Blog. If you like beer and business, you should check it out!