Monday, September 8, 2014

September 12 EASC Colloq: Jeffrey Alexander: "Brewed in Japan: The Evolution of the Japanese Beer Industry"

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


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 Hawaii Press), spans the earliest attempts at beer brewing in the 1870s to the recent popularity of local craft brews, charting beers steady rise to become the "beverage of the masses." The fortunes and fumbles of Japans 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 Japans Ministry of Finance during the Second World War, the rapid rise in womens 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 Japans 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 Japans industrial and commercial progress, as well as shifting patterns of consumption since 1870. Jeffrey is also the author of Japans Motorcycle Wars: An Industry History, (UBC Press/University of Hawaii 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 

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