Jeffrey W. Alexander
This book is the very first in English to explore beer's steady rise to become Japan's "beverage of the masses." Based on his extensive translations of Japanese-language source material, author Jeffrey W. Alexander reveals how Japanese brewers adopted and domesticated beer in just a few generations, despite its entirely foreign origins.
Brewed in Japan explores the start of beer brewing in Japan, the many challenges facing major brewers during the Second World War, and the postwar industry's continuing evolution through craft beer and innovative beer-like products. Written not simply for Japan specialists, this book will appeal to beer industry professionals, craft beer enthusiasts, and anyone with an interest in Japanese history and culture. Featuring over 300 pages of text, dozens of photographs and period advertisements, and a vast bibliography, Brewed in Japan is both a close analysis of Japan's leading brewing firms and a revealing look at the fascinating country in which they do business.
TABLE OF CONTENTS:
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 since the 1970s
Conclusion: Biiru no Nihonka – The “Japanization” of Beer
Appendix, Glossary, Notes, Bibliography, Index