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Untapped: Exploring the Cultural Dimensions of Craft Beer First Edition

4.2 4.2 out of 5 stars 7 ratings
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Untapped collects twelve previously unpublished essays that analyze the rise of craft beer from social and cultural perspectives.

In the United States, the United Kingdom, and Western Europe there has been exponential growth in the number of small independent breweries over the past thirty years – a reversal of the corporate consolidation and narrowing of consumer choice that characterized much of the twentieth century. While there are legal and policy components involved in this shift, the contributors to Untapped ask broader questions. How does the growth of craft beer connect to trends like the farm-to-table movement, gentrification, the rise of the “creative class,” and changing attitudes toward both cities and farms? How do craft beers conjure history, place, and authenticity? At perhaps the most fundamental level, how does the rise of craft beer call into being new communities that may challenge or reinscribe hierarchies based on gender, class, and race?
Previous page
  1. ISBN-10
    1943665680
  2. ISBN-13
    978-1943665686
  3. Edition
    First Edition
  4. Publisher
    West Virginia University Press
  5. Publication date
    May 1, 2017
  6. Language
    English
  7. Dimensions
    6 x 0.7 x 9 inches
  8. Print length
    292 pages
  9. See all details
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Editorial Reviews

Review

"Untapped speaks to important aspects of beer and food culture. It is well researched and documented and adds to our understanding of a largely understudied field."
Carolyn Keller, Keene State College
 

"A valuable and teachable book that will appeal to anyone interested in social science perspectives on craft brewing."
Andrew Shears, Mansfield University
 

From the Back Cover

Untapped collects twelve previously unpublished essays that analyze the rise of craft beer from social and cultural perspectives.

In the United States, the United Kingdom, and Western Europe there has been exponential growth in the number of small independent breweries over the past thirty years – a reversal of the corporate consolidation and narrowing of consumer choice that characterized much of the twentieth century. While there are legal and policy components involved in this shift, the contributors to Untapped ask broader questions. How does the growth of craft beer connect to trends like the farm-to-table movement, gentrification, the rise of the “creative class,” and changing attitudes toward both cities and farms? How do craft beers conjure history, place, and authenticity? At perhaps the most fundamental level, how does the rise of craft beer call into being new communities that may challenge or reinscribe hierarchies based on gender, class, and race?

Product details

  • Publisher ‏ : ‎ West Virginia University Press; First Edition (May 1, 2017)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 292 pages
  • ISBN-10 ‏ : ‎ 1943665680
  • ISBN-13 ‏ : ‎ 978-1943665686
  • Item Weight ‏ : ‎ 15.5 ounces
  • Dimensions ‏ : ‎ 6 x 0.7 x 9 inches
  • Customer Reviews:
    4.2 4.2 out of 5 stars 7 ratings

About the authors

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  1. Cameron Lippard

    Cameron Lippard

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    Dr. Cameron Lippard is Professor and Chair of Sociology at Appalachian State University, Boone, North Carolina.

    See more on the author's page
  2. J. Nikol Jackson-Beckham

    J. Nikol Jackson-Beckham

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    Full content visible, double tap to read brief content.

    J. Nikol is a professor of Communication Studies at Randolph College, She holds degrees from Virginia Tech, San Diego State University, and the University of North Carolina at Chapel Hill. She is the author of a handful of published short stories and poems, scholarly journal articles, and academic book chapters. Her monograph "The Value of a Pint: American Beer, Cultural Change, and the Stubborn Materiality of Contemporary Capitalism" is forthcoming. WITHOUT LIGHT is J.'s first lengthy work of fiction and deals with many of the ideas, concepts, and themes that she encounters in her academic research.

    When J. isn't teaching, researching, or writing, she spends time with her wife, stepson, grumpy chiweenie dog, grumpier gray cat, and two good natured box turtles in beautiful Central Virginia. She is an avid homebrewer, urban gardener, compulsive maker of things, and rabid sports fan. J. is a social justice activist and firm believer that radical compassion can change the world.

    See more on the author's page
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Customer reviews

4.2 out of 5 stars
4.2 out of 5
7 global ratings

Top reviews from the United States

Caitlin Johnson
5.0 out of 5 stars Data and science for beer nerds
Reviewed in the United States on July 18, 2018
Verified Purchase
Love this book! Not your typical beer book, and it is a bit older, but great read using data to show what makes craft beer so wonderful.
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Andrew Smith
3.0 out of 5 stars Insightful and Frustrating
Reviewed in the United States on February 4, 2021
I had mixed feelings about this book. I'll admit that it wasn't what I expected.

I was really intrigued by the idea of the cultural dimensions of craft beer, but expected it to read as something as a commentary or opinion piece. It is, in actuality, something of a college sociology thesis.

Now, most of the essays are deeply interesting. There were studies of how breweries play a role in neighborhood gentrification as well as the predominant "white" stereotype of the craft beer drinker. Those tie in with strategic implications for the brewers themselves.

But instead of holding the readers interest on such topics, the text regularly gets bogged down by long explanations of study methods. Sure, that leads to some justification of the material, But it seems at times like the target audience is a grading college professor rather than the casual reader. Similarly, the flow of reading is constantly interrupted by recognition of sources - put it in the appendix for god's sake. It makes for dogged and patient reading.

Like I said, there's a lot of value in the text for anyone wantingting to better understand the cultural dynamics of the craft beer industry. There's more value in there for the craft beer entrepreneur or marketer. But, despite its value, it remains a frustrating read.
One person found this helpful
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Top reviews from other countries

Moira Hurst
3.0 out of 5 stars Three Stars
Reviewed in the United Kingdom on January 12, 2018
Verified Purchase
Small book for cost
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