Brewed in Japan: The Evolution of the Japanese Beer Industry by Jeffrey W Alexander

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  • ISBN 10 0824839536
  • ISBN 13 9780824839536
  • Published Jul 31 2014
  • Format Paperback
  • Page Count 316
  • Language English
  • Countries United States
  • Publisher University of Hawaii Press
  • Imprint University of Hawaii Press

Publishers Text

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.

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