Brewed in Japan

Download or read book Brewed in Japan written by Jeffrey W. Alexander and published by UBC Press. This book was released on 2013-09-24 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.