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Hopped Up: How Travel, Trade, and Taste Made Beer a Global Commodity de Jeffrey M. Pilcher

Hopped Up: How Travel, Trade, and Taste Made Beer a Global Commodity

Autor Jeffrey M. Pilcher
en Limba Engleză Hardback – 23 ian 2025

În Hopped Up, Jeffrey M. Pilcher abordează tema standardizării gustului global prin prisma evoluției berii de tip lager. Considerăm că această lucrare depășește granițele unei simple istorii a băuturilor, oferind o analiză riguroasă a modului în care tehnologia refrigerării, căile ferate și vapoarele cu aburi au transformat un produs local, adesea fabricat casnic de femei, într-o marfă industrială uniformă. Găsim în paginile sale o explicație fascinantă pentru succesul unor branduri precum Budweiser sau Tsingtao: transformarea berii clare și reci într-un indicator al civilizației și modernității pentru elitele locale.

Merită menționat că autorul nu se limitează la succesul industrial, ci investighează și circuitele de schimb care au permis supraviețuirea sau revitalizarea stilurilor tradiționale, precum London Porter sau berile acre belgiene. Această ediție de la Oxford University Press reprezintă o alternativă academică solidă la Globalization in a Glass pentru cursurile de istorie globală sau antropologie economică. În timp ce lucrarea lui Malcolm F. Purinton se concentrează pe perioada imperială a secolelor XVIII-XX, Pilcher extinde cadrul temporal de la societățile precapitaliste până la mișcările contemporane de micro-berărie, oferind o perspectivă mai largă asupra capitalismului alimentar.

Poziționată în continuarea preocupărilor sale pentru identitatea culinară, vizibile în Planet Taco sau Que Vivan Los Tamales!, noua lucrare a lui Jeffrey M. Pilcher rafinează teza conform căreia alimentele sunt vectori de putere și inegalitate socială. Dacă în lucrările anterioare se concentra pe cultura mexicană, în Hopped Up autorul aplică aceeași rigoare analitică la scară planetară, demonstrând cum „gustul” este, în realitate, o construcție istorică modelată de comerț și migrație.

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Specificații

ISBN-13: 9780197676042
ISBN-10: 0197676049
Pagini: 352
Ilustrații: 40 black and white illustrations
Dimensiuni: 163 x 239 x 31 mm
Greutate: 0.66 kg
Editura: Oxford University Press
Colecția OUP USA
Locul publicării:New York, United States

De ce să citești această carte

Această carte este esențială pentru cititorii interesați de istoria economică și sociologia consumului. Dincolo de povestea berii, veți câștiga o înțelegere profundă a modului în care globalizarea șterge diferențele locale în favoarea eficienței industriale. Este o recomandare excelentă pentru studenții la istorie sau afaceri internaționale, dar și pentru pasionații de bere artizanală care vor să înțeleagă rădăcinile economice ale pasiunii lor.

Despre autor

Jeffrey M. Pilcher este un distins istoric al alimentației, cunoscut în special pentru studiile sale despre relația dintre bucătărie și identitatea națională. În lucrările sale de referință, precum Planet Taco: A Global History of Mexican Food și Que Vivan Los Tamales!, el a explorat modul în care tradițiile culinare sunt inventate și transformate prin procese globale. De asemenea, a editat The Oxford Handbook of Food History, consolidându-și poziția de autoritate în domeniu. Prin cercetările sale, Pilcher demonstrează că mâncarea și băutura nu sunt doar necesități biologice, ci instrumente critice de comunicare a mesajelor despre capitalism și mediu.

Descriere

A lively history of beer and brewing traditions as globally connected commodities created through borrowing and exchange from precapitalist times to the present.Virtually every country has a bestselling or iconic national beer brand: from Budweiser in the United States and Corona in Mexico, to Tsingtao in China and Heineken in Holland. Yet, with the sole exception of Ireland's Guinness, every label represents the same style: light, crisp, clear, Pilsner lager. The global spread of lager can be told as a story of Western cultural imperialism: a European product travels through merchants, migrants, and imperialists to upend local patterns and transform faraway consumers' tastes. But this modern beer is just as much a product of globalization, invented and reinvented around the world. While distinctive craft beers such as London Porter, India Pale Ale, and Belgian sour ales have been revived by aficionados over the past half-century, they too have globalized through the same circuits of trade, migration, and knowledge that carried lager.Here eminent food historian Jeffrey M. Pilcher narrates the brewing traditions and contemporary production of beer across Europe, North America, Africa, Asia, and Latin America-from the fermented beverages of precapitalist societies to the present. Over the centuries, he shows, the exchange of technological advances in brewing contributed to regional divergences and convergences in beer varieties, but always in tandem with other social and cultural developments. Unique local products, often homebrewed by women, were transformed into homogenous global commodities as giant brewing factories exported their beers using new refrigeration technology, railroads, and steamships. Industrial food processing helped to recast strong flavors as a source of potential contamination, turning lager, with its clean, fresh taste, into a symbol of hygiene and civilization. Local elites demonstrated their modernity and sophistication by opting for chilled lagers over traditional beverages. These beers became so standardized that most consumers could not tell the difference between them, leading to cutthroat competition that bankrupted countless firms. Over the past half-century, the global concentration of the brewing industry has spawned a reaction among those seeking to return brewing to the local, artisanal, and communitarian roots of the premodern alehouse, but microbrewers have often been driven by the same capitalist quest for profit and expansion. Based on a wealth of multinational archives and industry publications, Hopped Up explores not only how humans have made beer but also how consumers--from nobility and clergy in the past to those raising a pint today--have used beer to make meaning in their lives.

Recenzii

An entertaining and wide-ranging case for beer. Hopped Up is a museum of pleasing curiosities.
Alcohol-and especially beer-has been at the center of human civilization from its very beginning. This entertaining, informative book uses beer as a powerful lens through which to view various historical trends over recent centuries, especially globalization and the backlash against it. Highly recommended.
Jeffrey Pilcher takes readers on an encyclopedic beer crawl around the globe and across many centuries. Even if you think you 'know' beer, you will likely find a surprise on every page. A tour de force.
There are few products whose history can be traced hand-in-hand with that of civilization on this planet. Beer, then, is quite unique. And there are few authors who have been able to convincingly and authoritatively detail the evolution of beer and brewing from the ancient Fertile Crescent to the complexities of the brewing business in these times of dramatic change. Pilcherâs book is a triumph.
A much-needed, wide-ranging, and occasionally polemical counterpunch to received wisdom on everything from the rise of pale lager to the spread of craft beer, and the movements, social, economic, political, and technological, that drove developments in beer and brewing over the centuries. Hopped Up will be essential reading for anyone wanting to understand the contemporary global beer scene and how we arrived where we are today.
Hopped Up is packed full of fascinating facts, from the origins of brewing to the rivalries that shaped British industrial beer brewing to the meaning behind the label 'Pilsner.' The stories in Hopped Up illustrate how, time and again, these kinds of interactions between brewers, regulators, and consumers have helped to create new beer cultures.
Because Hopped Up covers so much historical territory, I occasionally wished for a bit more depth. Nevertheless, it is a marvelous journey through the story of one of the world's most iconic beverages written by one of the world's most prominent scholars of food and drink. And it is a story that continues.
Based on solid research among both primary and secondary sources, the book demonstrates how the story of beer should be part of mainstream history.
The book does an excellent job of explaining the multiple influences affecting the development of beer in the past 700 years. It is full of both detailed examinations and thought-provoking observations. This book is a welcome addition to the field, and hopefully will spur others to take on the daunting task of global analyses.
Pilcher's study can be regarded as a new seminal work that links local and global developments and embeds them within economic, social, and cultural dynamics. By presenting the interactions between economic expansion, scientific progress, global migration and the formation of new consumer habits, the author provides essential impulses for a transnational history of consumption and knowledge.
A lively history of brewing traditions.
Jeffrey Pilcher has succeeded in doing something absolutely impressive with this book, namely to combine cultural and economic history in a meaningful way in the development of beer into a worldwide drink. In this respect, "Hopped Up" actually offers the first real global history of beer, an instructive and accessible book that will certainly stimulate numerous individual studies on national beer cultures, transfer of beer knowledge and taste cultures in the future. A milestone in food history!

Notă biografică

Jeffrey M. Pilcher is Professor of History and Food Studies at the University of Toronto. He is the author and editor of numerous books, including Planet Taco: The Global History of Mexican Food (OUP 2012), The Oxford Handbook of Food History (OUP 2012), and Food in World History.