Brewing Battles is the comprehensive story of the American brewing industry and its leading
figures, from its colonial beginnings to the present. Although today s beer companies have
their roots in pre-Prohibition business, historical developments since Repeal have affected
industry at large, brewers, and the tastes and habits of beer-drinking consumers as well.
Brewing Battles explores the struggle of German immigrant brewers to establish themselves
in America, within the context of federal taxation and a growing temperance movement, their
losing battle against Prohibition, their rebirth and transformation into a corporate
oligarchy, and the determination of home and micro brewers to reassert craft as the "raison
d etre" of brewing.
Brewing Battles looks at beer's cultural meaning from the vantage point of the brewers and
their goals for market domination. Beer consumption changed over time, beginning with an
alcoholic high in the early 19th century and ending with a neo-temperance low in the early
21st. The public places where people drank also changed from colonial ordinaries in peoples
homes to the saloon and back to home via the disposable six pack. The book explores this
story as brewers fought to create and control these changing patterns of consumption.
Drinking alcohol has remained a favored activity in American society and while beer is
ubiquitous, our country harbors a persistent ambivalence about drinking. An examination of
how the industry prevailed in a sometimes unreceptive environment exemplifies how business
helps shape public opinion.
Brewing Battles reveals the complicated changes in the economic clout of the industry. Prior
to the institution of the income tax in 1913 the liquor industry contributed over 50% of the
federal government s internal revenue; 19th century temperance advocates portrayed the liquor
industry as King Alcohol. Today their tax contribution is only 1% yet brewing actually has
a much more pervasive influence, touching on almost every aspect of modern American life and
contributing greatly to the GNP. Brewing Battles is this story.
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