Ambitious Brew: The Story of American Beer

Ambitious Brew: The Story of American Beer

by Maureen Ogle
4.4 7

Paperback(First Edition)

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Ambitious Brew: The Story of American Beer 4.4 out of 5 based on 0 ratings. 7 reviews.
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Guest More than 1 year ago
In the 1830s, few Americans had ever heard of, let alone tasted, beer. At that time, rum and whiskey were the favorite beverages of the American drinking public, with English ale running a distant third. Over the next half-century, however, thousands of enterprising German immigrants transformed American tastes so that, by 1880, beer had decisively supplanted all other liquors as the American national beverage. Ambitious Brew is an engaging account of that transformation. Ogle traces the growth of the American beer industry from its humble immigrant beginnings, through the phases of Prohibition, corporatism and the recent rise of micro-breweries. Carefully researched, filled to the brim with technical information and populated with colorful personalities, Ambitious Brew provides a unique lens through which to examine American culture. Ambitious Brew is more than a story about the indelible imprint German immigrants made on their adopted land. And it is more than a tale of how American consumers prompted those immigrants to adapt traditional products for new palates. Indeed, at its heart, Ambitious Brew is the fascinating story of how distinct cultural features have blended to enrich the fabric of a vibrant society. It is a story that needed to be told, and Ogle has told it very well. Beer aficionados and readers interested in popular culture and history will enjoy Ambitious Brew.
Guest More than 1 year ago
There are so many satisfactory micro-histories, or niche histories, available these days, you¿re forgiven if you haven¿t read them all. The truly great ones, like The Pencil by Henry Petroski, and Cod by Mark Kerlansky, are so compelling that it¿s easy to forget you¿re reading about a single item. In the end, each one is about society. Marketers should read this book. It¿s a dandy. You have to forgive the Harcourt blurb writers: the fly-leaf states this is ¿this is the first-ever history of American beer.¿ It¿s not. But it is the newest, most up-to-date and enjoyable history of the subject. The salient point is that Ogle¿s book is as much about the trends of our American society, past and present, as it is about breweries. In an eminently readable way, Ogle relates how changes in our society over the past two hundred years have had a variety of impacts on beer development and marketing. It¿s a book about great brewers and beers. It¿s a book about very smart (or utterly unconscious) marketing. But more than these, it¿s a book about true believers. The true believers in these pages bend or break with the times in which they live. We¿re living with changes every day, faster and faster. Can you say for certain you know which ones will affect your product or your market? If you¿re good, perhaps there¿ll be a copy of this book in your Christmas stocking. Or better yet, a six-pack of your favorite brewski.
Anonymous More than 1 year ago
Kiss your hand 3 times post this on three different books and look under your pillow