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Author: Noëlle Phillips
Publisher:
ISBN: 9781641894623
Category :
Languages : en
Pages :
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Book Description
In recent years craft beer marketing has increasingly evoked the medieval past in orderto appeal to our collective sense of a lost community. This book discusses thedesire for the local, the non-corporate, and the pre-modern in the discourse ofcraft brewing, forming a strong counter-cultural narrative. However, suchdiscourses also reinforce colonial histories of purity and conquest whileeffacing indigenous voices. This book reveals that craft beer is therefore muchmore than a delicious adult beverage; its marketing reveals a cultural desirefor a past that has disappeared in a world that privileges the present.
Author: Noëlle Phillips
Publisher:
ISBN: 9781641894623
Category :
Languages : en
Pages :
Get Book Here
Book Description
In recent years craft beer marketing has increasingly evoked the medieval past in orderto appeal to our collective sense of a lost community. This book discusses thedesire for the local, the non-corporate, and the pre-modern in the discourse ofcraft brewing, forming a strong counter-cultural narrative. However, suchdiscourses also reinforce colonial histories of purity and conquest whileeffacing indigenous voices. This book reveals that craft beer is therefore muchmore than a delicious adult beverage; its marketing reveals a cultural desirefor a past that has disappeared in a world that privileges the present.
Author: Adam W. Tyma
Publisher: Lexington Books
ISBN: 1498535550
Category : Language Arts & Disciplines
Languages : en
Pages : 161
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Book Description
Beer culture has grown exponentially in the United States, from the days of Prohibition to the signing of HR 1337 by then-President Jimmy Carter, which legalized homebrewing for personal and household use, to the potential hop shortage that all brewers are facing today. This expansion of the culture, both socially and commercially, has created a linguistic and cultural turn that is just now starting to be fully recognized. The contributors of Beer Culture in Theory and Practice: Understanding Craft Beer Culture in the United States examine varying facets of beer culture in the United States, from becoming a home brewer, to connecting it to the community, to what a beer brand means, to the social realities and shortcomings that exist within the beer and brewing communities. The book aims to move beer away from the cooler and taproom, and into the dynamic conversation of Popular and American cultural studies that is happening right now, both within and outside of the classroom.
Author: Chapman, Nathaniel
Publisher: Bristol University Press
ISBN: 1529201756
Category : Social Science
Languages : en
Pages : 228
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Book Description
Beer in the United States has always been bound up with race, racism, and the construction of white institutions and identities. Given the very quick rise of craft beer, as well as the myopic scholarly focus on economic and historical trends in the field, there is an urgent need to take stock of the intersectional inequalities that such realities gloss over. This unique book carves a much-needed critical and interdisciplinary path to examine and understand the racial dynamics in the craft beer industry and the popular consumption of beer.
Author: Garrett Oliver
Publisher: OUP USA
ISBN: 0195367138
Category : Cooking
Languages : en
Pages : 962
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Book Description
"The first major reference work to investigate the history and vast scope of beer, The Oxford Companion to Beer features more than 1,100 A-Z entries written by 166 of the world's most prominent beer experts"-- Provided by publisher.
Author: Katelyn Regenscheid
Publisher:
ISBN: 9781681341705
Category : Cooking
Languages : en
Pages : 240
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Book Description
Crack open a cold one and venture into the fun and exciting world of Minnesota craft beers, taprooms, and brewmasters with this inside look at beer making and beer culture.
Author:
Publisher:
ISBN: 9781938469541
Category : Cooking
Languages : en
Pages : 200
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Book Description
"A pocket guide to understanding, appreciating, and exploring craft beer. Includes a summary of the craft beer revolution in America. Overview of brewing ingredients, tasting information, and resources for the beer enthusiast. Includes 80+ styles of beer, food pairings, and a beer log to record tasting adventures"--
Author: Dick Cantwell
Publisher: Brewers Publications
ISBN: 1938469070
Category : Cooking
Languages : en
Pages : 229
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Book Description
The Brewers Association's Guide to Starting Your Own Brewery distills the wisdom of craft brewing veteran Dick Cantwell into one text that delivers essential industry insight. American craft brewers have always exhibited a sense of community and collegiality but the success of the industry is embodied by the production of consistently high-quality beer at community-oriented breweries. This book is an indispensable resource for aspiring brewery owners to turn that vision into reality. At every level, brewing is about careful planning and execution of processes. The author shows that this is no different when starting a brewery. Cantwell walks the reader through initial planning, from site selection, size, staffing levels, your brewery concept, and dealing with delays, to business planning and raising capital. Regulatory and legal issues are discussed—not least a brewery's obligations to the inland revenue service—along with strategies essential for starting and growing your operation, such as production and sales planning and brewery expansion either on site or opening new locations. The author includes several example business plans that are explored in detail, and peppers the book with his own personal and hard-won insights on everything from guerilla marketing to applying epoxy resin flooring. Within this big picture, the author weaves in critical aspects like brand identity, marketing, quality assurance, and distribution, not to mention details like equipment options, securing ingredients, and installing flooring and drainage that will stand up to the demands of a busy brewery. Finally, once your brewery opens its doors, the process of brewing needs to continue smoothly. You need to plan and adapt your brand portfolio, operate sustainably, dispose of wastewater correctly, and package and present your product in a way that will appeal to customers. Craft breweries pride themselves on conscientious operation, maintaining the safety of their staff and operating responsibly within their community, all the while being profitable. From concept to operation, this book gets you on the right track to succeed in one of today's most dynamic industries.
Author: Christian Garavaglia
Publisher: Springer
ISBN: 3319582356
Category : Business & Economics
Languages : en
Pages : 513
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Book Description
This book investigates the birth and evolution of craft breweries around the world. Microbrewery, brewpub, artisanal brewery, henceforth craft brewery, are terms referred to a new kind of production in the brewing industry contraposed to the mass production of beer, which has started and diffused in almost all industrialized countries in the last decades. This project provides an explanation of the entrepreneurial dynamics behind these new firms from an economic perspective. The product standardization of large producers, the emergence of a new more sophisticated demand and set of consumers, the effect of contagion, and technology aspects are analyzed as the main determinants behind this ‘revolution’. The worldwide perspective makes the project distinctive, presenting cases from many relevant countries, including the USA, Australia, Japan, China, UK, Belgium, Italy and many other EU countries.
Author: Nathaniel G. Chapman
Publisher:
ISBN: 9781943665679
Category : Beer
Languages : en
Pages : 0
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Book Description
Untapped collects twelve previously unpublished essays that analyze the rise of craft beer from social and cultural perspectives. In the United States, the United Kingdom, and Western Europe there has been exponential growth in the number of small independent breweries over the past thirty years - a reversal of the corporate consolidation and narrowing of consumer choice that characterized much of the twentieth century. While there are legal and policy components involved in this shift, the contributors to Untapped ask broader questions. How does the growth of craft beer connect to trends like the farm-to-table movement, gentrification, the rise of the "creative class," and changing attitudes toward both cities and farms? How do craft beers conjure history, place, and authenticity? At perhaps the most fundamental level, how does the rise of craft beer call into being new communities that may challenge or reinscribe hierarchies based on gender, class, and race?
Author: Pete Brown
Publisher: Storm Lantern Publications
ISBN: 1838049800
Category : Cooking
Languages : en
Pages : 238
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Book Description
The craft beer boom is the biggest thing to hit brewing and drinking for more than a generation. What started off as a small band of idealistic hobby brewers is now a multi-billion-dollar global industry, but even its most passionate fans can’t actually agree what ‘craft beer’ is, with some arguing that it’s simply marketing hype, and others claiming it doesn’t exist at all. Award-winning beer writer Pete Brown digs into this decades-long argument and in doing so, creates a fascinating, complex and hugely satisfying answer. He dismantles the main attempts to define the term ‘craft beer’ and argues that it is, in fact, undefinable, before shifting emphasis from beer to the broader, older idea of craft in search of answers. He shows that arguments around craft beer have largely forgotten what craft is all about – if they were even aware in the first place. He explores the ever-changing nature of work, the meaning of knowledge, the evolution of language and the ways in which we engage with our immediate environment and the wider world. Arriving back at beer from such an oblique angle, he rediscovers the real reasons why so many people are so passionate about craft beer, and argues that situating beer in a broader understanding of craft shows that the term is rich in meaning, even if it can’t be pinned down to a measurable definition. Written in Brown’s trademark pub stool conversational style, Craft: An Argument provides a new perspective on the biggest trend in global food and drink, as well as making you long for a beer.
