University of British Columbia Press
Brewed in Japan: The Evolution of the Japanese Beer Industry
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- Jeffrey W Alexander
- University of British Columbia Press
- Hardcover
- 9780774825047
- -
- -
- Business & Economics > Industries - General
- English
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Book Description
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.
Brewed in Japan: The Evolution of the Japanese Beer Industry
Author Bio
Jeffrey W Alexander is a Japan specialist and historian who received his Ph.D. from the University of British Columbia in Vancouver. His books and articles explore the adoption, manufacture, and sale of Western consumer products in Japan, including motor vehicles, alcohol, and stimulant drugs.
He has lived and worked throughout Japan off and on since 1995, including in Osaka, Kyoto, Okazaki, and Tokyo. In the mid 1990s, he worked as a bartender in a live jazz club in Toyonaka City, where the owner was generous and the cocktails were made the old fashioned way.
Source: Jeffreywalexander.com
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