TY - BOOK ID - 78718148 TI - Craft Beer Culture and Modern Medievalism PY - 2019 SN - 1641892188 9781641892186 9781641892179 164189217X PB - Leeds DB - UniCat KW - Medievalism. KW - Beer KW - Malt liquors KW - Ale KW - Brewing KW - Civilization, Medieval KW - Middle Ages KW - History KW - Marketing. KW - History. KW - Craft beer. KW - brewing. KW - cultural appropriation. KW - medievalism. UR - https://www.unicat.be/uniCat?func=search&query=sysid:78718148 AB - In recent years craft beer marketing has increasingly evoked the medieval past in order to appeal to our collective sense of a lost community. This book discusses the desire for the local, the non-corporate, and the pre-modern in the discourse of craft brewing, forming a strong counter-cultural narrative. However, such discourses also reinforce colonial histories of purity and conquest while effacing indigenous voices. This book reveals that craft beer is therefore much more than a delicious adult beverage; its marketing reveals a cultural desire for a past that has disappeared in a world that privileges the present. ER -