This article examines beer consumption culture and practices in Soviet Armenia during the period of the New Economic Policy (NEP) from 1921 to 1928. An interdisciplinary study aims at uncovering socio-cultural transformations within early Soviet society. The sources include archival documents, legislative acts of the USSR, Transcaucasian Federation, and Soviet Armenia, scholarly research, materials from contemporary press, and literary texts. Many data are introduced into academic discourse for the first time. Cultural practices associated with beer consumption and their representation in public discourse have been analyzed. It is demonstrated that beer became an element of a new consumer culture situated between traditional customs and modernizing lifestyles. The everyday life of brewing establishments reflected tensions between NEPinfluenced living standards and ideological norms. The study reveals how the popularization of beer was accompanied by conflicts between representations of “old,” predominantly Eastern, and “new,” urbanized Soviet ways of life. Emphasis is placed on the fact that the formation of beer-drinking culture followed general trends across the Soviet Union similar to those observed in Russia under the NEP era, where beer was conceptualized as a symbol of industrial leisure among workers. The topic has not previously been addressed in Armenian historiography. The relevance of this research lies in its potential to offer alternative perspectives on evaluating daily life during the NEP period.