Beer and Racism: How Beer Became White, Why It Matters, and the Movements to Change It

The book "Crafting Whiteness: Race, Racism, and the Construction of White Institutions and Identities in the U.S. Beer Industry" explores the intersectional inequalities in the craft beer industry and popular beer consumption in the United States, highlighting the need to examine and understand the racial dynamics in this industry.

Format: Hardback
Length: 228 pages
Publication date: 14 October 2020
Publisher: Bristol University Press

Beer has a long and complex history in the United States, deeply intertwined with issues of race, racism, and the construction of white institutions and identities. In the context of the rapidly growing craft beer industry, as well as the narrow scholarly focus on economic and historical trends, it is crucial to address the intersectional inequalities that these realities often overlook. This groundbreaking book offers a much-needed critical and interdisciplinary approach to examining and understanding the racial dynamics within the craft beer industry and the broader cultural phenomenon of beer consumption.

The history of beer in the United States is marked by its association with racial discrimination and segregation. During the colonial era, European immigrants brought their brewing traditions to the New World, but they often excluded African Americans and other marginalized communities from participating in the industry. This exclusion continued into the 20th century, with many breweries and beer halls being segregated by race.

Despite these historical challenges, the craft beer industry has emerged as a vibrant and diverse sector in recent years. Craft breweries have been founded by people from all backgrounds, including African Americans, Latinos, and women, and they have been successful in creating a beer culture that is more inclusive and welcoming. However, the growth of craft beer has also brought with it new challenges, including the perpetuation of racial stereotypes and the marginalization of certain communities.

One of the key issues that this book explores is the role of race in the marketing and promotion of craft beer. Many craft breweries have adopted a "hipster" or "indie" aesthetic, which often reinforces stereotypes of white privilege and exclusivity. For example, some breweries have used imagery that portrays beer as a symbol of masculinity and toughness, while others have marketed their products as being "for the people" or "for the community." This marketing strategy can perpetuate harmful stereotypes and exclude marginalized communities from participating in the craft beer industry.

Another issue that this book addresses is the lack of diversity in the craft beer industry workforce. While the industry has made strides in recent years to become more inclusive, there are still significant barriers to entry for people of color and other marginalized communities. This includes a lack of access to education and training programs, as well as discrimination in hiring and promotion practices.

To address these issues, this book offers a range of interdisciplinary approaches to examining the racial dynamics in the craft beer industry. It draws on insights from sociology, cultural studies, and marketing to explore how race shapes the consumer experience of beer, as well as how it shapes the industry itself. The book also includes case studies of specific craft breweries and beer festivals to provide a deeper understanding of the challenges and opportunities facing the industry.

One of the key findings of this book is that the craft beer industry is not immune to the forces of racism and discrimination. While it has made progress in recent years, there is still a long way to go before it can truly be considered inclusive and equitable. This requires a commitment from the industry to address the intersectional inequalities that exist and to work towards the creation of a more diverse and inclusive beer culture.

In conclusion, Beer in the United States has always been bound up with race, racism, and the construction of white institutions and identities. The rapid rise
growth of craft beer has brought with it new challenges and opportunities, but it has also highlighted the need to address the intersectional inequalities that such realities gloss over. This unique book offers a critical and interdisciplinary approach to examining and understanding the racial dynamics in the craft beer industry and the popular consumption of beer. By exploring the ways in which race shapes the consumer experience of beer, the industry itself, and the broader cultural phenomenon of beer consumption, this book provides valuable insights into the ways in which we can create a more inclusive and equitable beer culture.

Weight: 502g
Dimension: 162 x 239 x 21 (mm)
ISBN-13: 9781529201758