Brewed in Japan

The Evolution of the Japanese Beer Industry

Jeffrey W. Alexander (Autor)

Buch | Hardcover

316 Seiten

2013
University of British Columbia Press (Verlag)
978-0-7748-2504-7 (ISBN)

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This book explores the many challenges that faced the early production and sale of beer in Japan, including its evolution from a uniquely Western beverage into a thoroughly domestic Japanese commodity by the post-Second World War era.

Although Japan’s beer industry dates back nearly 145 years, to date there has been no English-language source documenting its origins, growth, and evolution. Spanning the earliest attempts to brew beer to the recent popularity of local craft brews, Brewed in Japan explores beer’s steady rise to become today’s “beverage of the masses.” Alexander sheds light on the advent of Western-style taverns and beer gardens, the control of beer production by Japan’s Ministry of Finance during the Second World War, the rapid rise in women’s beer consumption postwar, and the continued dominance of long-surviving firms such as Asahi, Kirin, and Sapporo. Featuring an array of Japanese sources, this book further illustrates how post-war marketing campaigns and shifting consumer preferences made beer Japan’s leading alcoholic beverage by the 1960s.

Jeffrey W. Alexander is an associate professor of history at the University of Wisconsin, Parkside, and author of Japan’s Motorcycle Wars: An Industry History (UBC Press, 2008).

Introduction: Beer’s Evolution into a Japanese Commodity

1 Foreign Influences: The Origins of Japan’s Beer Brewing Industry, 1868-1906

2 Keeping Up Appearances: Maintaining Beer’s German Authenticity, 1906-36

3 Brewing Self-Sufficiency: Beer, Empire, and the Wartime Command Economy, 1937-45

4 “The Taste of Home”: Beer as Postwar Japanese Commodity, 1945-72

5 Learning from Japan: “Orion Beer” and Okinawan Consumer Identity, 1945-72

6 Indigenous Brews: Innovation, Entrepreneurship, and Beer’s Continuing Evolution

Conclusion: Biiru no Nihonka – The “Japanization” of Beer

Appendix: Data on Japan’s Beer Brands and Their Manufacturers, 1869-1949

Glossary

Notes

Bibliography

Index

Zusatzinfo	16 b&w photos, 3 graphs, 33 tables
Verlagsort	Vancouver
Sprache	englisch
Maße	152 x 229 mm
Gewicht	580 g
Themenwelt	Sachbuch/Ratgeber ► Essen / Trinken ► Getränke
	Geisteswissenschaften ► Geschichte ► Regional- / Ländergeschichte
	Geschichte ► Teilgebiete der Geschichte ► Wirtschaftsgeschichte
	Sozialwissenschaften ► Soziologie
	Technik ► Bergbau
	Wirtschaft
ISBN-10	0-7748-2504-9 / 0774825049
ISBN-13	978-0-7748-2504-7 / 9780774825047
Zustand	Neuware