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Craft Beer Culture and Modern Medievalism

Brewing Dissent

Noëlle Phillips

164 pages
Amsterdam University Press
In recent years craft beer marketing has increasingly evoked the medieval past in order to appeal to our collective sense of a lost community. This book discusses the desire for the local, the non-corporate, and the pre-modern in the discourse of craft brewing, forming a strong counter-cultural narrative. However, such discourses also reinforce colonial histories of purity and conquest while effacing indigenous voices. This book reveals that craft beer is therefore much more than a delicious adult beverage; its marketing reveals a cultural desire for a past that has disappeared in a world that privileges the present.
Author Bio
Noëlle Phillips =============== Noëlle Phillips teaches in the English Department at Douglas College in British Columbia and is an Honorary Affiliate Instructor at the University of British Columbia, Canada.