{"product_id":"brewed-in-japan-the-evolution-of-the-japanese-beer-industry-hardback-9780774825047","title":"Brewed in Japan; The Evolution of the Japanese Beer Industry (Hardback) 9780774825047","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eBrewed in Japan\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Evolution of the Japanese Beer Industry\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJeffrey W. Alexander (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780774825047\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 24 September 2013\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e316 pages, 16 b\u0026amp;w photos, 3 graphs, 33 tables\u003cbr\u003e22.9 x 15.2 x 2.7 cm, 0.58 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eAlthough 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, \u003cem\u003eBrewed in Japan\u003c\/em\u003e explores beer's steady rise to become today's \"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 such as Asahi, Kirin, and Sapporo. 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction: Beer's Evolution into a Japanese Commodity\u003c\/p\u003e\n\u003cp\u003e1 Foreign Influences: The Origins of Japan's Beer Brewing Industry, 1868-1906\u003c\/p\u003e\n\u003cp\u003e2 Keeping Up Appearances: Maintaining Beer's German Authenticity, 1906-36\u003c\/p\u003e\n\u003cp\u003e3 Brewing Self-Sufficiency: Beer, Empire, and the Wartime Command Economy, 1937-45\u003c\/p\u003e\n\u003cp\u003e4 \"The Taste of Home\": Beer as Postwar Japanese Commodity, 1945-72\u003c\/p\u003e\n\u003cp\u003e5 Learning from Japan: \"Orion Beer\" and Okinawan Consumer Identity, 1945-72\u003c\/p\u003e\n\u003cp\u003e6 Indigenous Brews: Innovation, Entrepreneurship, and Beer's Continuing Evolution\u003c\/p\u003e\n\u003cp\u003eConclusion: \u003cem\u003eBiiru no Nihonka\u003c\/em\u003e – The \"Japanization\" of Beer\u003c\/p\u003e\n\u003cp\u003eAppendix: Data on Japan's Beer Brands and Their Manufacturers, 1869-1949\u003c\/p\u003e\n\u003cp\u003eGlossary\u003c\/p\u003e\n\u003cp\u003eNotes\u003c\/p\u003e\n\u003cp\u003eBibliography\u003c\/p\u003e\n\u003cp\u003eIndex\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003c\/font\u003e","brand":"UBC Press","offers":[{"title":"Brand New","offer_id":52740000055576,"sku":"9780774825047","price":60.99,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/freshlyprintedbooks.co.uk\/products\/brewed-in-japan-the-evolution-of-the-japanese-beer-industry-hardback-9780774825047","provider":"Freshly Printed Books","version":"1.0","type":"link"}