Craft Beer Culture and Modern Medievalism

Craft Beer Culture and Modern Medievalism

Brewing Dissent

<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
    • Select Bibliography
    • Index

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