Beer, Sociability, and Masculinity in South Africa

Beer connects commercial, social, and political history in this sobering look at the culture of drinking in South Africa. Beginning where stories of colonial liquor control and exploitation leave off, Anne Kelk Mager looks at the current commerce of beer, it's valorising of male sociability and spor [...]
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Beer connects commercial, social, and political history in this sobering look at the culture of drinking in South Africa. Beginning where stories of colonial liquor control and exploitation leave off, Anne Kelk Mager looks at the current commerce of beer, it's valorising of male sociability and sports, and the corporate culture of South African Breweries, the world's most successful brewing company. Mager shows how the industry, dominated by a single brewer, was compelled to comply with legislation that divided customers along racial lines, but also promoted images of multi-racial social drinking in the final years of apartheid. Since the transition to majority rule, SAB has rapidly expanded into new markets - including the United States with the purchase of Miller Brewing Company - and continues to bolster its role in the world of men, sports, and social drinking. This lively book affords a unique view into global manufacturing, monopolies, politics and public culture, race relations, and cold beer.