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Brewed in Japan: The Evolution of the Japanese Beer Industry

By: Kendall Vega

Time: 4:00pm - 5:30pm CST November 7, 2013

Location: Todd Wehr Center

Jeffrey W. Alexander, Ph.D., an associate professor of history at the University of Wisconsin-Parkside, will speak at Carthage on Nov. 7. Dr. Alexander will reveal how Japanese consumers adopted and domesticated beer in just a few generations, despite its entirely foreign origins.

His new book, “Brewed in Japan: The Evolution of the Japanese Beer Industry,” spans the earliest attempts at beer brewing in the 1870s to the recent popularity of local craft brews, charting beer’s steady rise to become the “beverage of the masses.” Based on an array of Japanese-language sources, this presentation will further illustrate how post-war marketing campaigns and shifting consumer preferences made beer Japan’s leading alcoholic beverage by the 1960s.

He will speak from 4 to 5:30 p.m. Nov. 7, in the Todd Wehr Center 128A.

This event is hosted by the Carthage College Asian Studies Program.

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Location: Todd Wehr Center