A taste for temperance: how American beer got to be so bland

Ranjit S. Dighe

Business History, 2016, vol. 58, issue 5, 752-784

Abstract: This article examines the historical origins of bland American beer. The US was not strongly associated with a particular beer type until German immigrants popularised lager beer. Lager, refreshing and mildly intoxicating, met the demands of America's growing working class. Over time, American lager became lighter and blander. This article emphasises America's uncommonly strong temperance movement, which put the industry on the defensive. Brewers pushed their product as ‘the beverage of moderation,’ and consumers sought out light, relatively non-intoxicating beers. The recent ‘craft beer revolution’ is explained as a backlash aided by a changing consumer culture and improved information technology.

Date: 2016
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DOI: 10.1080/00076791.2015.1027691

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