Alexander’s Japanese beer book gets green light
It was a message University of Wisconsin-Parkside History Professor Jeff Alexander had been anxiously waiting to hear.
"TERRIFIC NEWS! We have jumped through every single last hurdle and are ready to go," Emily Andrew, senior editor in the Toronto office of the University of British Columbia Press (UBC Press) said in an email. "I can now invite submission of the final manuscript."
After peer review, Alexander's book "Brewed in Japan: The Evolution of the Japanese Beer Industry," has been accepted for publication by UBC Press.
"My book traces the history of beer production and sales in Japan, using the industry to shed light on a variety of themes, including technology, marketing, beer advertising, and shifting consumer preferences. It offers perspectives on the early proliferation of Western-style taverns and beer gardens, the efforts of Japan's government to monopolize beer production during the Second World War era, the rapid rise in beer consumption by women in the postwar, and how the pressures of the war years steadily transformed this European beverage into a thoroughly domestic Japanese commodity by the 1950s."
Alexander also received an $8,000 publishing grant from the Awards for Scholarly Publications program. The funds will allow UBC Press to put the book in production this fall. The Awards for Scholarly Publications program is supported by the Social Sciences and Humanities Research Council of Canada.This is Alexander's second book following the 2008 publication of "Japan's Motorcycle Wars: An Industry History." He expects "Brewed in Japan" to be released in summer 2013 and hints he may do another Japanese beer tasting event during the upcoming Worldfest celebration.