Craft Beer Culture and Modern Medievalism

Download or read book Craft Beer Culture and Modern Medievalism written by Noëlle Phillips and published by . This book was released on 2020-06-30 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.