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Although Japanâs 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, Brewed in Japan charts beerâs steady rise to become the âbeverage of the masses.âAlexander sheds light on the advent of Western-style taverns and beer gardens, the control of beer production by Japanâs Ministry of Finance during the Second World War, the rapid rise in womenâs beer consumption postwar, and the continued dominance of long-surviving firms like Asahi, Kirin, and Sapporo. Brewed in Japan underscores the highly receptive nature of Japanese consumers, who adopted and domesticated beer in just a few generations, despite its entirely foreign origins. Featuring an array of Japanese sources, this book further illustrates how post-war marketing campaigns and shifting consumer preferences made beer Japanâs leading alcoholic beverage by the 1960s. Alexanderâs historical study of Japanâs beer industry will be of interest to historians of modern Japanese history and cultural studies, as well as to historians of business, food studies, and the beverage industry in general. |
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