Game time was near on a Friday evening at Barclays Center, home of the Brooklyn Nets, and the line at the "On Tap" beer cart was long.

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It had a direct pipeline to the brewery so that Bohr had free beer on tap whenever he wanted.

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Customers can even order their own 2m-high beer tower complete with tap, to save them from needing refills.

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For example, categories like fast food or beer rely less on strong affiliation among their users but can still tap into social currency by helping others to learn from each other (beer) or by strengthening the identification level with other patrons (fast food).

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"Beer provides the opportunity to tap into that deeply God-given desire to create, " Mr. Heck says.

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Across the road, its beer-pumping sister, the Euston Tap, is packed.

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With a single tap I can snap a pic of the newest beer to grace my palate, take some notes and tag it with the style and brewery.

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Although they do not produce their own brew, this pub has the biggest collection of beer in the country, with more than 50 types on tap including both local brews and imported beers.

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