This article examines how consumers may work strategically to alter market dynamics through formally organized activities. We address this issue in the context of the Danish beer market and its evolution over the last two decades, with a specific empirical focus on the role of a formally organized consumer association. We draw on key tenets of recent advances in sociological field theory, which views social order as comprising multiple and related strategic action fields. From this perspective, we describe the Danish beer market and its transformation, with an emphasis on how Danish beer enthusiasts played a significant role in altering the logics of competition in the market, but also played a significant institutionalized role within the field itself. We theorize this activity as consumers’ collective action.