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Index
Cover Beeronomics: How Beer Explains the World Copyright Dedication Contents List of Figures List of Tables About the Authors Introduction: From Monasteries to Multinationals and Back
How Beer Explains the World
1: The World´s Oldest Profession: Brewing in the Cradle of Civilization
The World´s Oldest Profession The Great Wine Divide Of Monks and Men
2: A Revolution Every Thousand Years: How Hops Jump-Started Commercial Brewing in Medieval Europe
All About the Additives Brauhaus der Hansa The Low Countries: Stuck in a Gruit
3: The Brew that Launched a Thousand Ships: How Porter Paid for the British Royal Navy
The Myth of Free-Trade Britain and Fortress France Protestantism, Constitutional Government, and Beer Rise of the Brewgeoisie Beer Cartel Opposition from Unlikely Bedfellows
4: A Revolution Every Thousand Years, Part II: How Bottom Fermentation Made Beer the Darling of the Scientific and Industrial Revolutions
From Monks to Scientists Another Revolution is Brewing Turbulence in Twentieth-Century Beer Markets
5: How TV Killed the Local Brewery
From Public Houses to Levittown The Great American Pastime Determining Cause and Effect The US: Leader in Television and Macrobrewing
6: Beer Monopoly: How the Belgian Beer Barons Dethroned the King
Why Anheuser Busch Didn´t See it Coming The Prescience of Interbrew Beer Monopoly
7: Socialist Lubricant: Liberalization, Takeovers, and Restructuring the East European Brewing Industry
The Market Economy The Takeover The Restructuring The Supply Chain Vít´az Vít´az The Subsidies (Back to the Future)
8: The Belgian White: Reincarnation of an Old World Brew
The Secret Gaarden A Rising Star Branding the White in the Land of the Lite The Battle at Hoegaarden: Twenty-First-Century Redux
9: The Reinheitsgebot: Protection against Competition or Contamination?
Origins of the Reinheitsgebot The Reinheitsgebot and the German Nation How Weissbier Survived the Reinheitsgebot The Reinheitsgebot and European Integration Competition or Contamination?
10: From Land to Brand: How Nineteenth-Century Nationalist Politics Planted the Seeds for the Global Trademark Battle over “Budweiser”
A Tale of Two City Names The Battle of the Budweisers ``Bud´´ as Geographical Indication Justice Wears Beer Goggles
11: The Great Convergence: The Fall of the Beer-Drinking Nation and the Rise of the Beer-Drinking World
The Beer-Drinking Nation: Myth or Reality? Beer Consumption and Incomes The Global Convergence of Tastes A Beer-Drinking World
12: From Vodka to Baltika: Deciphering Russia´s Recent Love Affair with Beer
The Politics of Vodka Commercial Brewers and Commercial TV Drinking Age A Perfect Storm
13: Trading Water or Terroir?: The Changing Nature of the Beer Trade
American Import Market Branding the Premium Export Why ``The Most Interesting Man in the World´´ Will Not Always Buy the ``Reassuringly Expensive´´ Growing Beer Trade in the Twenty-First Century
14: Craft Nation: How Belgium´s ``Peasant Beers´´ Became the Best in the World
The Shakeout The Prescient Preservationist Surviving the Shakeout on Dark Beer Saved by the Devil Will the Belgian Party Last?
15: Hop Heads and Locaholics: Strategies of the American Craft Beer Movement
First Wave Local, Second Wave Craft Jimmy Carter: Silent Hero of Craft Beer Craft, California- and Colorado-Style New Belgium: Culture of Ownership Advertising Authenticity
Conclusion: How Beer Explains the World
Taxes, Religion, and Power Science, Technology, and Industrial Restructuring Globalization after the Fall of the Wall Multinationals and Trade The Craft Counterrevolution
Selected Bibliography Index
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