The Globalization of Guinness: Marketing Taste, Transferring Technology
Brewed in 50 countries and consumed in 150, Guinness Stout has become a global commodity. Although associated with Irish pubs and diasporic populations, it has also become popular in former British colonies of Africa and Southeast Asia. This article adopts a mobility studies perspective to show how...
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| Format: | Article |
| Language: | deu |
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De Gruyter
2024-05-01
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| Series: | Jahrbuch für Wirtschaftsgeschichte |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/jbwg-2024-0004 |
| _version_ | 1797197596476833792 |
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| author | Pilcher Jeffrey M. |
| author_facet | Pilcher Jeffrey M. |
| author_sort | Pilcher Jeffrey M. |
| collection | DOAJ |
| description | Brewed in 50 countries and consumed in 150, Guinness Stout has become a global commodity. Although associated with Irish pubs and diasporic populations, it has also become popular in former British colonies of Africa and Southeast Asia. This article adopts a mobility studies perspective to show how Guinness built its global appeal, first through trade and settlement in the British empire during the nineteenth and early twentieth centuries, and subsequently by navigating the upheavals of decolonization and economic integration in the second half of the twentieth and early twenty first centuries. Transfers of brewing technology and marketing techniques were essential for the company’s success in postcolonial markets. In particular, this article shows that metropolitan exporters could work with colonial subjects to subvert imperial policies. Such alliances were not entirely unexpected, for with its headquarters in a former British colony, Guinness was ideally situated to blend the global and the local, just as the company had successfully bridged the bloody divide of Irish independence, remaining as beloved in Belfast, loyalist heartland of Northern Ireland, as in Dublin, capital of the Irish Republic. |
| first_indexed | 2024-04-24T06:46:29Z |
| format | Article |
| id | doaj.art-43695139ebaa42d8af71fb3befa1ecea |
| institution | Directory Open Access Journal |
| issn | 0075-2800 2196-6842 |
| language | deu |
| last_indexed | 2024-04-24T06:46:29Z |
| publishDate | 2024-05-01 |
| publisher | De Gruyter |
| record_format | Article |
| series | Jahrbuch für Wirtschaftsgeschichte |
| spelling | doaj.art-43695139ebaa42d8af71fb3befa1ecea2024-04-22T19:40:02ZdeuDe GruyterJahrbuch für Wirtschaftsgeschichte0075-28002196-68422024-05-01651173510.1515/jbwg-2024-0004The Globalization of Guinness: Marketing Taste, Transferring TechnologyPilcher Jeffrey M.0Historical and Cultural Studies, University of Toronto, 1265 Military Trail, Toronto, ON M1C1A4, CanadaBrewed in 50 countries and consumed in 150, Guinness Stout has become a global commodity. Although associated with Irish pubs and diasporic populations, it has also become popular in former British colonies of Africa and Southeast Asia. This article adopts a mobility studies perspective to show how Guinness built its global appeal, first through trade and settlement in the British empire during the nineteenth and early twentieth centuries, and subsequently by navigating the upheavals of decolonization and economic integration in the second half of the twentieth and early twenty first centuries. Transfers of brewing technology and marketing techniques were essential for the company’s success in postcolonial markets. In particular, this article shows that metropolitan exporters could work with colonial subjects to subvert imperial policies. Such alliances were not entirely unexpected, for with its headquarters in a former British colony, Guinness was ideally situated to blend the global and the local, just as the company had successfully bridged the bloody divide of Irish independence, remaining as beloved in Belfast, loyalist heartland of Northern Ireland, as in Dublin, capital of the Irish Republic.https://doi.org/10.1515/jbwg-2024-0004beermobilitytechnology transferadvertisingempirebiermobilitättechnologietransferwerbungn 80 |
| spellingShingle | Pilcher Jeffrey M. The Globalization of Guinness: Marketing Taste, Transferring Technology Jahrbuch für Wirtschaftsgeschichte beer mobility technology transfer advertising empire bier mobilität technologietransfer werbung n 80 |
| title | The Globalization of Guinness: Marketing Taste, Transferring Technology |
| title_full | The Globalization of Guinness: Marketing Taste, Transferring Technology |
| title_fullStr | The Globalization of Guinness: Marketing Taste, Transferring Technology |
| title_full_unstemmed | The Globalization of Guinness: Marketing Taste, Transferring Technology |
| title_short | The Globalization of Guinness: Marketing Taste, Transferring Technology |
| title_sort | globalization of guinness marketing taste transferring technology |
| topic | beer mobility technology transfer advertising empire bier mobilität technologietransfer werbung n 80 |
| url | https://doi.org/10.1515/jbwg-2024-0004 |
| work_keys_str_mv | AT pilcherjeffreym theglobalizationofguinnessmarketingtastetransferringtechnology AT pilcherjeffreym globalizationofguinnessmarketingtastetransferringtechnology |