Jeffrey W. Alexander
By 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
WHAT READERS ARE SAYING:
"Considering the significant position beer assumes nowadays in Japanese consumption practices, a thorough historical treatment is long overdue. We urgently need this book."
-- K.J. Cwiertka, Leiden University, author of Modern Japanese Cuisine: Food, Power and National Identity
"The story Alexander tells is a fresh one, intersecting with important themes in Japan's modern history (from the process of "borrowing" from the West to the growth of the consumer economy) but novel and revealing at every turn. Brewed in Japan is a striking new addition to the field and engages with many of the most widely debated issues in Japanese economic and social history."
-- William Tsutsui, Southern Methodist University, author of Japanese Popular Culture and Globalization
"While many studies look at a snapshot in time, or a particular period in Japanese history, Alexander takes us through a century of change and development of the beer industry. Making excellent use of the company records, Brewed in Japan provides us a portal into the changes to the business environment that have driven and sometimes buffeted Japan."
-- Thomas W. Roehl, Western Washington University, author of Mobilizing Invisible Assets