Beer, Sociability, and Masculinity in South Africa
Indiana University Press · Paperback · June 2, 2010
Beer connects commercial, social, and political history in this sobering look at the culture of drinking in South Africa.
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- Who it’s for
- Beer’s commercial history opens onto South African politics, race relations, and public culture.
- Genres
- South Africa History, Beer, African Studies
- Published
- Indiana University Press, June 2, 2010
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Start with this bookAbout this book
Beer connects commercial, social, and political history in this sobering look at the culture of drinking in South Africa. Beginning where stories of colonial liquor control and exploitation leave off, Anne Kelk Mager looks at the current commerce of beer, its valorizing of male sociability and sports, and the corporate culture of South African Breweries [SAB], the world's most successful brewing company.
Continue reading
Mager shows how the industry, dominated by a single brewer, was compelled to comply with legislation that divided customers along racial lines, but also promoted images of multi-racial social drinking in the final years of apartheid. Since the transition to majority rule, SAB has rapidly expanded into new markets—including the United States with the purchase of Miller Brewing Company. This lively book affords a unique view into global manufacturing, monopolies, politics and public culture, race relations, and cold beer.
South African Beer
Beer’s commercial history opens onto South African politics, race relations, and public culture.
Come here for
- Beer commerce, male sociability, and sports in South Africa
- SAB’s corporate culture and expansion into new markets
Expect
- The industry’s role under apartheid legislation dividing customers by race
- SAB’s promotion of multiracial drinking images in apartheid’s final years
Where it sits
| African Studies | 59% |
|---|---|
| South Africa History | 56% |
| Beer | 35% |
Percentages are BookFrontier’s reading of the book.
Publisher categories
- Southern African History
- Authors
- Anne Kelk Mager
- Publisher
- Indiana University Press
- Published
- June 2, 2010
- Format
- Paperback
- Reading lane
- Southern African History