<div>In recent years craft beer marketing has increasingly evoked the medieval past in orderto appeal to our collective sense of a lost community. This book discusses thedesire for the local, the non-corporate, and the pre-modern in the discourse ofcraft brewing, forming a strong counter-cultural narrative. However, suchdiscourses also reinforce colonial histories of purity and conquest whileeffacing indigenous voices. This book reveals that craft beer is therefore muchmore than a delicious adult beverage; its marketing reveals a cultural desirefor a past that has disappeared in a world that privileges the present.</div>
- Front Cover
- Front matter
- Half-title
- Series information
- Title page
- Copyright information
- Table of contents
- List of Illustrations
- Acknowledgements
- Body
- Chapter 1. Introduction
- Medievalism
- Medievalism through the Ages
- Craft Beer and Medievalism
- Chapter 2. Reading Beer in the Middle Ages
- Medieval Beer as Culture
- Willful Women: Gender and the Commodification of Beer in the Middle Ages
- Conclusion: 1516 and All That
- Chapter 3. Resistance and Revolution
- Beer Production in North America: Corporate Giants and the “Little Guys”
- The Meaning of Craft Beer: Identity, Status, Resistance
- Chapter 4. Beer Heroes and Monastic Medievalism
- Beyond Neolocalism
- Monastic Medievalism in Craft Breweries: Recovering the Past and Creating Community
- Naughty Monks and Funny Friars
- Monastic Medievalism and Gender: What about the Women?
- Chapter 5. Militant Medievalism
- Chapter 6. Pale Ales and White Knights
- Seeing Whiteness
- White Medievalism
- Beer and Race: Dealing with the Discomfort
- Brave Men and True: The Entrepreneurial, Warrior Spirit and White Medievalism
- Beer and Belonging
- Chapter 7. Conclusion
- Back matter
Text
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