![](http://static.cambridge.org/content/id/urn:cambridge.org:id:book:9781641892186/resource/name/9781641892186i.jpg)
- Publisher:
- Amsterdam University Press
- Online publication date:
- November 2020
- Print publication year:
- 2019
- Online ISBN:
- 9781641892186
- Subjects:
- Humanities, General
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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.
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