Beer, Sociability, and Masculinity in South Africa (African Systems of Thought) - Hardcover

Anne Kelk Mager

Hardcover

ISBN 10: 0253354498 ISBN 13: 9780253354495

Publisher: Indiana University Press, 2010

Synopsis

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.

About this title

Review:

"A compelling sotry of how one of the most successful corporations in South Africa managed to thrive during the apartheid period... At the same time, this is a study of the history of beer drinking, corporate culture in South Africa, the public sphere under apartheid and after, and gender and race relations." --Ivan Karp, Emory University

About the Author:

Anne Kelk Mager is Associate Professor of Historical Studies at the University of Cape Town. She is author of Gender and the Making of a South African Bantustan: A Social History of the Ciskei, 1945-1959.

About this edition

• Publisher: Indiana University Press
• Publication date: 2010
• ISBN 10: 0253354498
• ISBN 13: 9780253354495
• Binding: Hardcover
• Number of pages: 248