PRESENTER: Jeffrey Alexander (History, University
of Wisconsin-Parkside)
TOPIC: Brewed in Japan: The Evolution of the Japanese
Beer Industry
DATE: Friday, September 12, 2014
TIME: 12:00PM-1:15PM
LOCATION: Ballantine Hall 004
LOCATION: Ballantine Hall 004
In
this presentation, Dr. Jeffrey Alexander reveals how Japanese consumers adopted
and domesticated beer in just a few generations, despite its entirely foreign
origins. His new book, Brewed in Japan (UBC Press/University of Hawai’i
Press), spans the earliest attempts at beer brewing in the 1870s to the recent
popularity of local craft brews, charting beer’s steady rise to become the "beverage
of the masses." The fortunes and fumbles of Japan’s major brewers shed light on a variety of
issues, including technology, modernization, women, war, consumer preferences,
and popular culture. Brewed in Japan explores such themes as the advent of
Western-style taverns and beer gardens, the total 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
like Asahi, Kirin, and Sapporo. Based on an array of Japanese-language sources,
this presentation will further illustrate how post-war marketing campaigns and
shifting consumer preferences made beer Japan’s leading alcoholic beverage by the 1960s.
Jeffrey will also discuss his ongoing project on Japan's postwar whisky trade.
Jeffrey
Alexander is Associate Professor of History at the University of
Wisconsin-Parkside, some sixty miles north of Chicago. He received his PhD. in
History from the University of British Columbia in 2005, and he researches
Japan’s
industrial and commercial progress, as well as shifting patterns of consumption
since 1870. Jeffrey is also the author of Japan’s Motorcycle Wars: An
Industry History,
(UBC Press/University of Hawai’i
Press, 2008), and he has given invited lectures about his research at Harvard
University, Stanford University, and the International House of Japan in Tokyo.
In April, he delivered the 2014 Mitsui Distinguished Lecture at John Carroll
University in Ohio.
Persons with
disabilities interested in attending our events who may require assistance,
please contact us in advance at (812) 855-3765.
East Asian Studies
Center
Indiana University
Memorial Hall West 207
1021 East Third Street
Bloomington, IN
47405-7005
Tel: (812) 855-3765
Toll free: (800)
441-3272
Fax: (812)
855-7762
E-mail: easc@indiana.edu
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