Brewed in Japan: The Evolution of the Japanese Beer Industry
Spanning the earliest attempts to brew beer to the recent popularity of
local craft brews, Brewed in Japan presents the first
English-language exploration of beer’s steady rise to become the
“beverage of the masses.” Alexander underscores the highly
receptive nature of Japanese consumers, who adopted and domesticated
beer in just a few generations, despite its entirely foreign origins.
He also sheds light on the various social, cultural, and financial
influences that combined to make beer Japan’s leading alcoholic
beverage by the 1960s. Japan’s beer market is now among the most
complex on earth, and it continues to evolve. Visit the author's
website at www.brewedinjapan.com.
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, author of Modern Japanese Cuisine: Food, Power and National Identity)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, co-author of Mobilizing Invisible Assets)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, author of Banking Policy in Japan: American Efforts at Reform during the Occupation)
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