American craft beer movement: revival, countercultural and transnational
The American craft beer movement began in the late 1960s in America as a revival of traditional American beer styles that were widely brewed before the Prohibition. Due to the consolidation of the American beer industry, the American beer market is flooded with largely homogenous and light beers. As...
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| Format: | Final Year Project (FYP) |
| Language: | English |
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Nanyang Technological University
2022
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| Online Access: | https://hdl.handle.net/10356/162425 |
| _version_ | 1811687046278807552 |
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| author | Toh, Hong Ming |
| author2 | Koh Keng We |
| author_facet | Koh Keng We Toh, Hong Ming |
| author_sort | Toh, Hong Ming |
| collection | NTU |
| description | The American craft beer movement began in the late 1960s in America as a revival of traditional American beer styles that were widely brewed before the Prohibition. Due to the consolidation of the American beer industry, the American beer market is flooded with largely homogenous and light beers. As such, the movement, which consists of homebrewers and microbrewers, seek a return to the more diverse and flavourful brewing traditions. With the prevailing counterculture movements during the 1960s, the American craft beer movement was articulated as a counterculture response against the large beer conglomerates. This counterculture alignment was made by the various modes of culture production, such as craft beer periodicals, which emphasised on the craft beer’s authenticity and taste. As such, an image of subversiveness was associated to the production and consumption of craft beers. In the later years, large beer conglomerates responded with mimicking the unorthodox branding practices of these microbrewers and forced the American craft beer community to align itself with a burgeoning global movement – the Slow Food movement – to reinforce its authenticity and identity. Using these global networks, the later American craft beer movement emerged as an influential node among the global craft beer community. |
| first_indexed | 2024-10-01T05:10:05Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/162425 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:10:05Z |
| publishDate | 2022 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1624252023-03-11T20:10:01Z American craft beer movement: revival, countercultural and transnational Toh, Hong Ming Koh Keng We School of Humanities kohkw@ntu.edu.sg Humanities::History::United States The American craft beer movement began in the late 1960s in America as a revival of traditional American beer styles that were widely brewed before the Prohibition. Due to the consolidation of the American beer industry, the American beer market is flooded with largely homogenous and light beers. As such, the movement, which consists of homebrewers and microbrewers, seek a return to the more diverse and flavourful brewing traditions. With the prevailing counterculture movements during the 1960s, the American craft beer movement was articulated as a counterculture response against the large beer conglomerates. This counterculture alignment was made by the various modes of culture production, such as craft beer periodicals, which emphasised on the craft beer’s authenticity and taste. As such, an image of subversiveness was associated to the production and consumption of craft beers. In the later years, large beer conglomerates responded with mimicking the unorthodox branding practices of these microbrewers and forced the American craft beer community to align itself with a burgeoning global movement – the Slow Food movement – to reinforce its authenticity and identity. Using these global networks, the later American craft beer movement emerged as an influential node among the global craft beer community. Bachelor of Arts in History 2022-10-18T08:42:35Z 2022-10-18T08:42:35Z 2022 Final Year Project (FYP) Toh, H. M. (2022). American craft beer movement: revival, countercultural and transnational. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/162425 https://hdl.handle.net/10356/162425 en application/pdf Nanyang Technological University |
| spellingShingle | Humanities::History::United States Toh, Hong Ming American craft beer movement: revival, countercultural and transnational |
| title | American craft beer movement: revival, countercultural and transnational |
| title_full | American craft beer movement: revival, countercultural and transnational |
| title_fullStr | American craft beer movement: revival, countercultural and transnational |
| title_full_unstemmed | American craft beer movement: revival, countercultural and transnational |
| title_short | American craft beer movement: revival, countercultural and transnational |
| title_sort | american craft beer movement revival countercultural and transnational |
| topic | Humanities::History::United States |
| url | https://hdl.handle.net/10356/162425 |
| work_keys_str_mv | AT tohhongming americancraftbeermovementrevivalcounterculturalandtransnational |