Brewed in Japan: The Evolution of the Japanese Beer Industry, 1st Edition eBook

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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 charts beer’s steady rise to become the “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 like Asahi, Kirin, and Sapporo. Brewed in Japan underscores the highly receptive nature of Japanese consumers, who adopted and domesticated beer in just a few generations, despite its entirely foreign origins. 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. Alexander’s historical study of Japan’s beer industry will be of interest to historians of modern Japanese history and cultural studies, as well as to historians of business, food studies, and the beverage industry in general.

This is a digital product.

Brewed in Japan: The Evolution of the Japanese Beer Industry 1st Edition is written by Jeffrey W. Alexander and published by UBC Press. The Digital and eTextbook ISBNs for Brewed in Japan are 9780774825061, 0774825065 and the print ISBNs are 9780774825047, 0774825049. Additional ISBNs for this eTextbook include 9780824839536, 9780774825078.