Cover Beer and Racism
Beer and Racism
How Beer Became White, Why It Matters, and the Movements to Change It
Authors:
Nathaniel G. Chapman
and
David L. Brunsma
Series:
Sociology of Diversity

Index

Authors:
Nathaniel G. Chapman
and
David L. Brunsma
Publication Date:
14 Oct 2020
Pages:
203–212
DOI:
https://doi.org/10.51952/9781529201765.bm004
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Beer in the United States has always been bound up with race, racism, and the construction of white institutions and identities. This unique book carves a much-needed critical and interdisciplinary path to examine and understand the racial dynamics in the craft beer industry and the popular consumption of beer. The book's guiding theoretical perspectives are race and the founding of the United States; racial ideology and the boundaries of Americanity; the production of (beer as) culture; and cultural diversity and brewing. It begins with an overview of the whiteness of craft beer. Looking at the history of beer and its origin stories in the 'new world' shows that beer in the United States has always been bound up with race, racism, and the construction of white institutions and identities. Given the very quick and meteoric rise of the craft beer industry, as well as the myopic scholarly focus on economic and historical trends in the industry, the book states that there is an urgent need to take stock of the intersectional inequalities that such realities gloss over.

21st Amendment 60
‘40 Akerz and a Brew’ show 165

A

A-1 beer 117
accessibility of craft beer 59, 67–68, 96–98
acquisitions and mergers 49–50, 54–56
advertising 17, 62
and black people 59, 68–69, 110, 113–116, 119–120, 124
and malt liquor
and black people 110, 113–116, 119–120, 124
celebrity advertising 111, 115, 116, 119, 123
and sexualization 114, 115
and white people 111, 112, 123
and white people 57–58, 111, 112, 123
African Americans see black people
age of homebrewers 82
age of malt liquor drinkers 116–117, 119–120
Aitchison, C. 137
Albert, brewer 80, 99–100
alcohol strength 31, 66, 115, 116, 120, 122
ABV (alcohol by volume) 111, 113
Alexis, M. 55
Allen-Taylor, J.D. 115
American Homebrewers Association (AHA) 19, 82, 83
Anderson, B. 144
Anderson, E. 10, 141–142, 146, 147, 148, 150
Anglo-Americans 34
Anheuser Busch (now AB-Imbev) 2, 46, 47, 49, 50, 54
apprenticeships 86–90, 159
Arnold, Aaron Paxton 117
arts community 133
authenticity 115, 135–139, 142–144

B

Baker, Patrick 56
banking industry 90
Barajas, J.M. 134, 135, 138, 142
Barber, Pearl 42
barbers shops 161
barley 29, 30
Baron, S, 31
bars 134–135, 138–139
see also saloons ; taverns
Baudrillard, J. 143
Bavarian style 56
Becker, H. 18
Bedford-Stuyvesant Gateway Business Improvement District 139–140
beer see brewing industry ; craft beer industry ; malt liquor
beer barons 46–47, 49–50, 81
beer festivals 23, 68, 163–164, 168, 169–170
Beer Institute 21, 119–120
Beer Kulture 126
‘beer summit’ xi–xii
Beered Black Man 164, 171
Betsy, curator/historian 82–83, 91–92, 149, 152
‘Bier Wax’ 165
Big Three 50, 54, 158
Birmingham Centre for Contemporary Cultural Studies 118
Black Beer Matters 125
‘black codes’ 34
black people
and advertising 59, 68–69
and malt liquor 110, 113–116, 119–120, 124
black beer festivals 168, 170
black culture 127–130, 162–166, 177–178
cultural appropriation 24, 104, 122–130, 159, 161–162
black women 121, 178
as brewers 81, 82, 89, 100–101, 104, 166–170
education/training 76, 85
and brewing industry 46–47, 100–101, 103–104, 107–108, 177
brewery ownership 40–44, 90
craft beer industry 14
employment opportunities 41–42, 89, 90, 104
and labor 42, 55, 58, 65–66, 68, 69, 70–71, 73
and marketing 63–64, 66–69, 127–130, 148–149
and white people 178–179
craft beer drinkers xii–xiii, 15, 63, 93–94, 100
developing taste for craft beer 51, 67–68, 72, 96–98, 145–152, 161, 163–168
and cultural capital 110, 118, 121, 145, 151, 160, 161–162, 168
and distribution system 70, 73, 158
and gentrification 98–99, 132–134, 135, 138–140, 143–153
history of brewing 37–39, 46–47
and taverns 37, 39, 40–44, 59
and homebrewing 59, 77–78, 80–81, 83–84, 90, 93–94, 97–98
and income 58, 59, 67, 89, 98–99, 140
migrants 40, 41–42
and place 143–153, 166, 168–169
and neighborhoods 100, 112, 113, 132–134, 135, 138–140
social class 111–114, 118, 121, 124
and social networks 81, 92–93, 95, 140
status symbols 57, 58, 73
stereotyping of 124–126, 159
see also craft beer industry ; malt liquor
#BlackLivesMatter movement 125–126, 160
blackpeoplelovebeer hashtag 171
Blue Moon 94–95
Bonilla-Silva, Eduardo xv
Bosman, Willem 30–31
Boston Beer Company 19, 52, 100
Bourdieu, Pierre 91–92, 105–107, 109
Bradford, R. 122–123
breweries
large 12, 49, 53–54, 56
numbers of 1, 49, 53
regional 49, 56, 64
small 49, 50, 59, 60, 64, 87
brewers 29
black people as 81, 82, 89, 100–101, 104, 166–170
indigenous people as 29, 31
women as 30, 31
Brewers Association 15, 19
accessibility of craft beer brewery 96, 98
‘Brewers Association Certified’ label 20
‘Brewery Operations Benchmarking Survey’ 16
and diversity 16–17, 21, 160, 174
Diversity Ambassador 17, 118, 156, 157
Marketing and Advertising Code 17
and three-tier system 21, 61, 96
brewery ownership 40–44, 90
Brewery Workers Union 55
brewhouses 29
brewing industry see black people ; craft beer industry ; distribution system ; employment opportunities ; labor ; representation in brewing industry ; white people
brewing schools 76, 78, 85, 86
brewpubs 1, 17, 64
brothels 42
Brown, S. and Patterson, A. 138
brownpeoplelovebeer hashtag 171
Brown-Saracino, J. 142
Bruner, E.M. 137–138, 139
Brusyo, Pete 117
Bryson, B. 108
Budweiser 56, 57
Busch see Anheuser Busch (now AB-Imbev)
Butcher, J. 133, 134

C

Campbell, C. 18
capitalism 5, 33–34, 110
Carney, J.A. and Rosomoff, R.N. 30
Catholicism 45
cavemen 28
celebrity advertising 115, 116, 119, 123
champagne 112
Champale 111, 112
Chapman, N.G. 54, 63
with Koontz 136, 142, 143
Chhabra, D. 138
‘chocolate cities’ 40, 43, 100
Christianization 34
Chuck D 119
churches 36
citizenship 33, 45
Civil Rights Act 1964 6
Cixous, H. 137
Clarke, Edward Young 46
Cocola-Gant, A. 135, 141
Cohen, E. 138
college towns 65, 66
Collins, R.L. 111
colonists, white European 29–30, 32–40, 43–44, 49
Colt 45, 113, 115
Commodores 115
communitas 138
community support and engagement 81–82, 162, 163, 166, 167–169, 173, 175–177
and diversity 171–172, 174–176
competition 47, 54, 56, 59, 60, 62
competitions, brewing 81
concentration ratios 54
consumer choice 50, 51, 64, 121
consumption 1, 58
conspicuous 110, 112–113
cultural 106–107, 108–110
private 38, 47
see also craft beer drinkers
control, oligopolistic 12, 53–54, 158
Coors 46, 49, 50, 54
copyright law 12
Corey, influencer/organizer 82
black culture 126, 128, 166–167
black people 113–114
and craft beer industry 169, 171
developing taste for craft beer 145, 147, 148, 161
corn 29, 56
cotton industry 33
Country Club 111, 112
Coward, K. 116
‘cracking a beer’ xi
craft beer see craft beer brewers ; craft beer culture ; craft beer drinkers ; craft beer industry ; homebrewing
craft beer brewers 75–90
black people 81, 82, 89, 100–101, 104, 166–170
education/training 76, 85
craft breweries 15, 19–20
and social networks 77, 78, 88–89, 90, 159
craft beer culture 4, 11–13, 18–19
developing taste for craft beer 161, 163
and Hip-Hop 161–162, 163–166
and homebrewing 12, 90, 91–92, 100
and middle-classes 52–53, 57, 131
and white people 9, 157
craft beer drinkers 90–99
black people xii–xiii, 15, 63, 93–94, 100, 124–130
developing taste for craft beer 51, 67–68, 72, 96–98, 145–152, 161, 163–168
and diversity 103–104, 152, 168–169, 174–175
and gentrification 131, 134–151, 160
and homebrewing 91–92, 97–98, 100
and networks, social 91–94, 95, 159
and social class 65, 120, 131
and social networking 91–94, 95, 159
and white people 15–16, 63, 120, 124–130, 160
‘hipster’ persona 15, 149
taste of beer 50–51, 52–53
craft beer industry 1–2, 18–19, 49–73
authenticity 115, 135–139, 142–144
and black people 14, 163–169, 171–172
and black culture 162–163, 166, 177
cultural appropriation 24, 104, 122–130, 159, 161–162
and diversity 21–23, 68, 103–104, 155–179
niche markets 59, 158, 164
styles of 14, 52, 56–57, 63
and black people 14, 167–168
German lagers and pilsners 49, 50, 56
recipes 49, 56, 135, 172, 178
and white people 6, 146, 148–149
see also brewing industry ; community support and engagement ; distribution system ; gentrification ; marketing
craft beer movements 22–23, 59, 155–179
craft beer scene 89, 94, 96–98
see also community support and engagement ; diversity ; gentrification
Craft Brewers Conference 2016 16–17
craft products 18
Crawford, TJ 119
Crown & Hops 171
cultural appropriation 24, 104, 122–130, 159, 161–162
cultural capital
and black people 110, 118, 121, 145, 151, 160, 161–162, 168
and gentrification/place 134, 142, 143, 144–145, 151, 160
and social class 106–107, 108, 109
cultural change 163–166
cultural policy 133, 134
cultural taste 18, 105–108, 109, 121, 151, 166
culture, black 124–130
and craft beer industry 162–163, 166, 177
cultural appropriation 24, 104, 122–130, 159, 161–162
and white people 124–130
culture, public 35–36, 39
culture perspective 7, 11–13, 14–15, 118, 122–130

D

Dale, Jim 115
danger, risk of 137, 138, 140
Darwin, H. 63
Davis, A. 57
Delaware, Lord 29
demography 62, 99
Desmond, Matthew 33
discrimination, interracial 8–9, 71, 72
see also black people
distinction 4, 105, 107, 109, 110, 141
distribution system 47
see also three-tier system
diversity 7, 13–15, 83
and Brewers Association 16–17, 21, 160, 174
Diversity Ambassador 17, 118, 156, 157
consumer 103–104, 152, 168–169, 174–175
and craft beer movement 22–23, 155–179
and employment opportunities 68, 173
DJ Pooh 116
Dogfish Head Brewing 124, 178
domination see black people ; white people
DOPE & DANK 171
drunkenness 30, 38–39, 123

E

economic development 132, 135, 140–141, 177–178
educational attainment 82, 83, 89, 93–95, 122–123, 159
education/training 76–77, 84–90, 174, 177
brewing schools 76, 78, 85, 86
’Edward 40-Hands’ game 123
Edwards, P.K. 58
Eittreim, Cameron 142, 150
Elhardt, Merlin 51
elites class 33, 34, 36, 37, 40
Emancipation Proclamation xiv
employment opportunities 16–17, 65–66, 85
and black people 58, 68, 69, 71–72, 89, 90, 104, 108
and culture 12, 13
and diversity 68, 173
and gentrification 134, 140–141
and social capital 70, 71–72
entrepreneurship 27, 42, 178
Erickson, Jack 28–29
Erickson, R.J. 136
ethnicity see black people
eugenics 44, 45
European brewing practices 59
European settlers, white 29, 31, 33, 34
see also German migrants
exclusion 8, 36, 148
social and symbolic 108–109, 110
exploitation 32–35

F

‘Faces of the American Beer Distribution Industry’ slideshow 65
family memories 91–92
favoritism, intra-racial 8
fear of black and indigenous people 37
Ferguson, Jesse 164
Fine, G.A. 135, 139
First Amendment rights 121
Fish Scales 164, 165
Fiske, J. 106, 107
Flint Michigan Tap Water 125
food and beverage industry 70–71, 73, 93
restaurant industry 88, 93
forty ounce bottle ‘forties’ 111, 116, 117–118, 122–124, 159
Four Tops soul group 116
Foxx, Redd 115
franchising 60–62
Freemasons 38
Fresh Fest 168–170

G

gender issues 63, 151
Geneva Club 37–38
gentrification 131–153, 160
and black people 132–134, 135, 138–140, 143–153
and craft beer drinkers 131, 134–151, 160
and danger, risk of 137, 138, 140
degentrification 133
and economic development 132, 135, 140–141
and employment opportunities 134, 140–141
and heritage 137, 140–141
and place 141–145
and bars 134–135, 138–139
and cultural capital 134, 142, 143, 144–145, 151, 160
and revitalization of neighborhoods 134, 135, 140–141
and self-making/self-identity 137, 143
and social class 135–137
lower classes/incomes 98, 132, 133, 134, 140
middle-classes 135, 144
and white people 132, 138, 146, 150, 160
George, N. 118
Georgia 61
German migrants 42, 43–44, 45, 46–47, 56, 158
Gieryn, T.F. 141, 142
G.I.s 50
Glass, J. 123–124, 132
Goetz Brewing Company 111, 112
Goffman, E. 144
government involvement 132–134
Graham, B. 137
Gran Torino (Eastwood) film xii
‘Gran’Dad’s Nerve Tonic’ 164
’Great American Beer Run’ 164
Great Chain of Being 7
Greer, D.F. 55
Grossman, Ken 52, 100
Gwaltney, J.L. 121

H

habitus 92, 105–107
Habraken, N.J. 141
Hacker, G.A. 111, 112–113, 114–115
Hacker, J. and Smith, N. 133
Hall, S. and Jefferson, T. 118
Harris poll 16
Hartfiel, R. 62, 64
Harvard Business School Case study 113
Harvey, David 132
Hawkins, Arnette 41, 42, 45
Heil, M. 127–128
Hell Town, Philadelphia 39
heritage 57, 137, 140–141
Heritage Radio Network 139
Herring, Cedric and Henderson, Loren 13–14
Herz, Julia 16–17, 152
Hicks, S. 50
‘High Gravity Hip Hop’ 165
Hill, Jerry 113
Hip-Hop 116–117, 118, 122–123, 127–130, 161–162, 163–166
‘hipster’ persona 15, 149
history of brewing 27–47, 174
black people 37–39, 46–47
and taverns 37, 39, 40–44, 59
German migrants 42, 43–44, 45, 46–47, 56, 158
and recipes 49, 174, 178
and social class 36–37, 38, 39–40, 44, 45–46
elites class 33, 34, 36, 37, 40
and white people 32, 36, 38, 40, 43
men 28–29, 32, 36, 38, 40, 43
white supremacy/domination 7–9, 28–35
Homebrewers Act 1978 75, 81
homebrewing 51–52, 79–84
and black people 59, 77–78, 80, 81, 83–84, 90, 93–94, 97–98
and craft beer culture 12, 90, 91–92, 100
educational attainment of homebrewers 82, 83
as a hobby 51, 76, 77, 78, 97–98
homebrew clubs 51, 52, 53, 81
homebrew kits 77, 80, 89
income levels of homebrewers 82, 83, 89
and white people 51, 52, 81, 90
men 52, 80, 81, 83, 90
homogenization 50, 56–57, 59
Hop Sticks brewery 172
Horvat, E.M. 106
H.R. 1337 51
Hunter, Teo 171

I

IAmCraftBeer hashtag 156
Ice Cube 116
Ida, brewer/owner 88, 89, 146, 151–152
identity
self-identity 137, 143, 151–152
white 9, 10
importation of beer 50–51, 56
inclusion, social 7, 14, 128, 149, 152
income 65, 66, 68, 78, 113
and black people 58, 59, 67, 89
and gentrification 98–99, 140
of homebrewers 82, 83, 89
indigenous people 32–33, 34, 37, 39, 44
as brewers 29, 31
inequality in US society 3, 27, 51, 107
see also black people ; educational attainment ; income ; white people
Infante, Dave 2–3, 110, 111, 117
innovation 50, 57, 177
interaction, social 9, 10, 38, 108, 144, 147
interviews for research 21, 181, 183

J

J. Wakefield Brewing 127
Jack, sales/marketer 70, 162, 169
Jackson, Michael 28
Jackson-Beckham, J. Nikol (’Dr J’) 17, 118, 156
see also Brewers Association
Jefferson, Marth Wayles Skelton 30
Jefferson, Thomas 30, 174
Jim Crow laws 58–59
Jones-Webb, R. 117, 120
Journal of Material Culture 5
Joyner, H. 78–79
Juan, brewer/owner 76
and black people 87
and homebrewing 77–78, 81, 84
and social networks 92–93, 95
and taste for craft beer 96, 98
Junk Science 164

K

Karina, curator/insider 27, 95
Kevin, brewer and brewery owner 81, 166, 169–170
and education/training 76, 77, 85
and homebrewing 77, 80
and place 148, 149, 151, 152
and taste for craft beer 67, 97–98, 148, 149, 151, 152
‘Kicks and Kegs’ 165
King Cobra 115
Kirkland, E. 132
knowledge of beer/beer scene 79, 96–97
Koch, Jim 52, 100
Koontz, A. and Chapman, N.G. 136, 142, 143
Kritzer, H.M. 18
Ku Klux Klan 46

L

labor 33
in brewing industry
and black people 42, 55, 58, 65–66, 68, 69, 70–71, 73
and white people 65, 69, 71–72
and women 65, 70
household 31, 84
Lacey, Marc 113, 115
lager, adjunct 56, 57, 111
lager, German 49, 50
Lakeville Brew Crew 125
Latinx see black people
law/legislation 12, 13, 36–37, 39–40, 158
Lawson, Josephine 42
Layla, distributor 71–72
Lees, L. 132, 133
legalization of homebrewing 51
leisure time 57, 59, 89, 112
LGBTQ 178
lived experience 106, 138
Los Angeles Times 117
lower classes 111, 134, 161
see also income ; working classes
Ludacris 165

M

Mack, Theodore 100, 170, 178
MacLeod, N. 141
Malkin, R. and Hanke, A. 61
malt liquor 110–117
and advertising
and black people 110, 113–116, 119–120, 124
celebrity advertising 111, 115, 116, 119, 123
and sexualization 114, 115
and white people 111, 112, 123
alcohol strength 113, 115, 116, 120, 122
decline 118–120
‘forties’ 111, 116, 117–118, 122–124, 159
and Hip-Hop 116–117, 118, 122–123, 127–130
and marketing 111, 113–114, 116–117, 159
and sexualization 114, 115, 116
and social class 111–114, 121, 124
and white people 111–112, 113–114, 121, 123
Maltose Falcons 51
Marcus, influencer 86, 101
and diversity 163, 165, 172, 173
and white people 97, 149
marital status of homebrewers 82
marketing 17, 103–130, 164
and black people 63–64, 66–69, 127–130, 148–149
and malt liquor 111, 113–114, 116–117, 159
and middle-classes 111–112, 114
racist 51, 120–122
and three-tier system 62, 65, 99
and white people 63, 67, 77
masculinity/machismo 28–29, 114, 120, 121, 122
Maspee Indians 44
Master Brewers Association 79
Mathews, V. and Picton, R.M. 135
Matt, sales rep 60–61, 64, 65–67, 68–69, 70, 71–72
May, R.A.B. and Chaplin, K.S. 121
McAuliffe, Jack 52, 100
McConnell, J.D. 120
McCulla, Theresa 31
McGirr, Lisa 45–46
McGovern, W. 50
McGuiness, C. 122, 123
McIntosh, P. 7–8
McKenzie River Corporation 116
McNeil, M.A. and Letschert, V.E. 58
men, white 2, 100, 122–124, 146, 157, 178
bearded white man stereotype 2, 15, 128, 153, 172
and history 28–29, 32, 43
and social class 36, 38, 40
and homebrewing 52, 80, 81, 83, 90
three-tier system 60, 63, 67, 69, 77
mergers and acquisitions 49–50, 54–56
Metropolis Brewing 111, 112
Michels, C. 144
microbreweries 1, 56, 59, 64
see also craft beer movements
middle-classes 65, 177–178
and craft beer culture 52–53, 57, 131
and gentrification 135, 144
and marketing 111–112, 114
Midnight Dragon 114
migrants 40, 41–42, 43–44, 45, 46–47, 56, 158
see also European settlers, white
Milgrom, P. and Roberts, J. 120
Miller, T. and Yudice, G. 133
Miller Brewing Company 50, 54, 117
millet 31
Mills, Charles 7, 34
minority groups see black people
mobility, social 110
Monkish Brewing 127, 128
monopolization 47, 60, 108
Montonny’s ‘negro man’ 38–39
Moore, D.J. 120, 121–122
Moore, Wendy 10
morality 36, 44
‘more is better’ ethos 57
‘Mr Beer’ kit 80
music, popular 11, 12
and Hip-Hop 116–117, 118, 122–123, 127–130, 161–162, 163–166
Mylnar, P. 164
mythology of beer 28, 30, 32, 43

N

‘Napa Valley of Beer’ 96
Nappy Roots 164–165, 166
National Beer Wholesalers Association (NBWA) 21, 60, 62, 64, 65
National Brewing, Baltimore 113
‘Neighborhood brews’ blog 139
neighborhoods 41, 99
and black people 100, 112, 113, 132–134, 135, 138–140
and gentrification 132–134, 135, 138–140
and white people 146, 150
New Albion Brewing 52, 100
New Belgium brewery 96
New England 29–30
New York Attorney General’s Office 119
newnarrative hashtag 157, 172
niche markets 59, 158, 164
Nickles, S. 57, 58
Nielsen report 16
Noah’s ark 29
Northern states 44
nostalgia 124, 125, 159
Notorious B.I.G, 127
Novello, Antonia 119
NWA, rap group 116

O

Obama, Barack xi–xii
Ocejo, R.E. 134–135, 138
Ohio Supreme Court 42
Olde English 800 113, 115
opportunity hoarding 8
organizational structure 12
Otherness 137, 138, 143

P

Pabst Brewing Company 46, 47, 49, 54, 115
packaging 99, 112
Papazian, Charlie 28, 52, 100
paternalism 37, 121
Patricia, industry insider 27, 66, 103–104, 163–164, 174–175
and black people 83–84, 122, 145, 167–168
distribution system 65, 70
and employment opportunities 88, 90
and white people 63, 65
patriotism 123–124
Paulsen, K.E. and Tuller, H.E. 134, 138, 139, 143
Penn, William 37
People’s Brewing Company, Oshkosh 100, 170, 178
Peterson, R. 11–13, 53, 59, 143
Philadelphia 37, 39
Pilgrim Fathers 29, 43
place
and black people 143–153, 166, 168–169
and gentrification 143–153
and bars 134–135, 138–139
and cultural capital 134, 142, 143, 144–145, 151, 160
and white people 35, 97, 149
plantation owners 36
Pope, Exavier 119
population control 36
poverty 51, 66, 67
Powell, Chick 113, 118
power 107, 109, 120
Price, Jen 163
price of beer 66, 67–69, 121
producers 60–62, 121
see also breweries ; craft beer industry
profit 34, 47, 69, 73
Prohibition 21, 43, 44–47, 158
protectionism 61
Protestantism 43, 44, 46

Q

Quinn, E. 116, 117, 118

R

‘racial contract’ 34
racial hierarchy/stratification 7, 33, 39–40, 106, 113, 168
racial institutionalism 7–8, 10, 13, 110, 127
racial segregation 10, 41, 51, 55, 99, 108, 109
recipes 4, 49, 56, 135, 172, 178
Reckless Brewing 125–126
recording industry 53
refrigerators 57, 58
Reid, P.V.K. 62
religious freedom 33–34
representation in brewing industry 103–104, 105, 108, 129, 137, 149, 168–169, 174
research into beer and racism 20–21
restaurant industry 88, 93
see also food and beverage industry
Restaurant Opportunity Centers United (ROC) 70, 71
résumés 85
retailers 60, 62, 64–65, 99
revitalization of neighborhoods 134, 135, 140–141
Robertson, J.D. 110
Robinson, Cedric xv
Rodell, B. 119, 124
Rose, G. 137
Roundtree, Richard 115
rum 31, 37
Run DMC, rap group 116
Run the Jewels 165, 166
rural areas 62, 65, 66

S

sales figures 63
Salinger, S.V. 35, 36, 37–40
saloons 41–43, 44, 45–46, 47, 59
see also bars ; taverns
Samoset people 29
Samuel Adams Boston Lager 52, 100
Satran, Joe 99
Scherer, F.M. and Ross, D. 54
Schille, W.S. and Geyser, S.A. 114
Schlitz Malt Liquor 46, 47, 115, 120
scientific knowledge 77, 78, 84, 89
Scott, sales rep 70, 78, 93, 99, 116
Sedgwick, Captain 29–30
self-making/self-identity 151–152
and gentrification 137, 143
Serrano, S. 117
sexualization of malt liquor 114, 115, 116
Shepherd, W.G. 54
Shown, M. 125
Shulman, R. 45
Siebel Institute of Technology, Chicago 86
Sierra Nevada Brewing Company 19, 52, 94–95, 100
Simmons, William 46
Sixpoint Brewery 164
slavery 30–31, 33–34, 36, 37, 174
Smith, N. 132
Snitch Blood 126
snobbery 145
social capital 52, 53, 66, 110
and employment opportunities 70, 71–72
social class 105–108
black people 111–114, 118, 121, 124
and cultural capital 106–107, 108, 109
and gentrification 98, 132, 133, 134, 135–137, 140, 144
and history 36–37, 38, 39–40, 44, 45–46
elites class 33, 34, 36, 37, 40
lower classes/incomes 98, 111, 132, 133, 134, 140, 161
and malt liquor 111–114, 121, 124
middle-classes 65, 177–178
and craft beer culture 52–53, 57, 131
and gentrification 135, 144
and marketing 111–112, 114
racial hierarchy/stratification 7, 33, 39–40, 106, 113, 168
white people 120
history of brewing 36, 38, 40
and malt liquor 114, 121
working classes 37, 43, 57
working classes 37, 43, 45–46, 57, 118, 132, 133
social control 44–45
social media 23, 68, 123, 156, 171–177
social networks
and black people 81, 92–93, 95, 140
and craft beer brewers 77, 78, 88–89, 90, 159
and craft beer drinkers 91–94, 95, 159
social object, beer as 4–6
socialization 106, 107, 108
somethingsbrewing hashtag 172, 176
South African Breweries 54
Southern states 44
Southern Sun brewery 96
space 141–153, 166–170
see also gentrification ; place
St. Ides malt liquor 116, 119
status, socio-economic 36, 57–58, 62–63, 67–68, 73, 108
Steele, S. 121
Steeleworldwide 123
stereotyping 69, 80, 137
bearded white man 2, 15, 128, 153, 172
of black people 124–126, 159
and three-tier system 73, 109
stigmatization of black people 147–148
‘strength of weak ties’ 92
Stuart, S. 163–166
students 66, 95, 122–123, 159
styles of beer see craft beer industry
suburban areas 57, 65, 162
Sugrue, T.J. 55, 72

T

‘tap takeovers’ 68
taste of beer
cultural 18, 105–108, 109, 121, 151, 166
developing taste for craft beer 71, 72, 90, 91, 96–98, 161
black people 51, 67–68, 72, 96–98, 145–152, 161, 163–168
and diversity 161, 163–168, 171–173
homogenization of taste 50, 56–57, 59
and place 144–145, 148–149
regional 56–57
white people 50–51, 52–53
tastings, free 68, 98, 161
tavern culture 35–40
tavern owners 40–44
taverns 35–42, 158
and black people 37, 39, 59
and law/legislation 36–37, 39–40
and population numbers 36, 41
and slavery 36, 37
as social hubs 37, 41, 43
taxation 33, 60, 64, 99
technologies, new 12, 13
temperance movement 43, 44–47, 158
Thomas, Rufus 115
three-tier system 49, 59–69, 158
and black people 70, 73, 158
and Brewers Association 21, 61, 96
and marketing 62, 63, 65, 67, 77, 99
producers 60–62, 121
retailers 60, 62, 64–65, 176
and stereotyping 73, 109
and taxation 60, 64, 99
and white people 53, 77
and white men 60, 63, 67, 69
and wholesale distributors 60, 61, 62, 65–69
tied houses 42–43
Tilton, John B. 42
Toledo, Ohio 40–44
Tony, influencer/organizer
becoming a brewer 78, 89, 100–101, 104
and black culture 126, 128–129, 162–163, 177
and community engagement 173, 175, 177
and homebrewing 83, 90, 93–94
and place 146–147, 150, 168–169
and taste for craft beer 96–97, 150
tourism 135–138
trade unions 43, 55
travel, international 50, 51
travelers 35, 36
Tremblay, V.J. and Tremblay, C.H. 50, 54, 56, 59, 120
Trigg, A.B. 112–113
Trillium Brewing 127
Trubek, A.B. 144–145
Trump, Donald 123
Tuan, Y. 141, 142
Turner, V. 138
Tyler, Elizabeth 46

U

urban areas 66, 97, 132–133
Urry, J. 136
US Bureau of Labor Statistics 21

V

Veblen, T. 112–113
vibe 143, 144–145
Virginia 29, 30
volunteering 86–87, 159

W

Wang, N. 136, 137, 138
Warner, A.G. 56, 120
Warner, K.E. and Goldenhar, L.M. 121
Watson, Bart 16, 17, 63
WeAreCraftBeer hashtag 155–179
see also community support and engagement ; diversity
Weber, M. 108
Weems, R.E. 114
Where you From? 126
white Anglo-Saxon protestants (WASPs) 43–44
white people
and advertising 57–58, 111, 112, 123
and brewing industry 42, 158
and craft beer industry 6, 146, 148–149
craft brewers 75–90, 100
labor 65, 69, 71–72
and craft beer culture 9, 157
and craft beer drinkers 15–16, 63, 120, 124–130
‘hipster’ persona 15, 149
taste of beer 50–51, 52–53
and diversity 170, 178–179
and gentrification 132, 138, 146, 150, 160
neighborhoods 146, 150
and history of brewing 28–29, 32, 36, 38, 40, 43
white supremacy/domination 7–10, 28–35, 45–46
and homebrewing 51, 52, 80, 81, 83, 90
identity 9, 10
and institutionalism, racial 7–8, 10, 110
and malt liquor 111–112, 113–114, 121, 122–130
and place 35, 97, 149
social class 120
and history 36, 38, 40
and malt liquor 114, 121
working classes 37, 43, 57–58
and space 75, 144–153
and status, socio-economic 36, 57–58, 67–68
and three-tier system 53, 60, 63, 67, 69, 77
white men 2, 100, 122–124, 146, 157, 178
bearded white man stereotype 2, 15, 128, 153, 172
and history 28–29, 32, 36, 38, 40, 43
and homebrewing 52, 80, 81, 83, 90
three-tier system 60, 63, 67, 69, 77
wholesale distributors 60, 61, 62, 65–69
Will, podcaster 169, 176
Williams, Billy Dee 115, 123
Williamson, Fred 115
Winthrop, John 29
Wolinski, C. 125–126
women 112
and beer drinking 15, 38, 63
black women 121, 178
as brewers 30, 31
and homebrewing 83, 90
and labor in brewing industry 65, 70
in taverns 36, 42
working classes 45–46, 118
and gentrification 132, 133
white people 37, 43, 57–58
World War II 55
WuTang Clan 127

Y

youth culture see Hip-Hop

Z

Zukin, S. 135

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