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Beer and RacismHow Beer Became White, Why It Matters, and the Movements to Change It$
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Nathaniel Chapman and David Brunsma

Print publication date: 2020

Print ISBN-13: 9781529201758

Published to Policy Press Scholarship Online: May 2021

DOI: 10.1332/policypress/9781529201758.001.0001

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PRINTED FROM POLICY PRESS SCHOLARSHIP ONLINE (www.policypress.universitypressscholarship.com). (c) Copyright Policy Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in PPSO for personal use.date: 25 July 2021

Exposure, Marketing, and Access: Malt Liquor and the Racialization of Taste

Exposure, Marketing, and Access: Malt Liquor and the Racialization of Taste

Chapter:
(p.103) 5 Exposure, Marketing, and Access: Malt Liquor and the Racialization of Taste
Source:
Beer and Racism
Author(s):

Nathaniel G. Chapman

David L. Brunsma

Publisher:
Policy Press
DOI:10.1332/policypress/9781529201758.003.0005

This chapter investigates how the lack of diversity and representation in the craft beer industry has led to the systematic exclusion of black people from beer consumption. One way to do this is to focus on the use of racially targeted marketing to sell cheaper products of lesser quality to communities of color; malt liquor is a critical case. Another way is to interrogate the ways in which the contemporary craft beer industry has appropriated black culture and iconography to sell beer to white people. The issue of representation, both socially and culturally, is of key importance in looking at the marketing of beer. According to interview data, the issue of representation is a major barrier in preventing black, other minority, and female participation in craft beer and its cultures. Given this reality, it is not surprising at all that most significant efforts to diversify the beer industry have mostly been led by consumers.

Keywords:   diversity, representation, craft beer industry, racial exclusion, beer consumption, racially targeted marketing, malt liquor, cultural appropriation, black culture, black iconography

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