Beer, Sociability and Masculinity in South Africa
"A compelling story of how one of the most successful corporations in South Africa managed to thrive during the apartheid period. . . At the same time, this is a study of the history of beer drinking, corporate culture in South Africa, the public sphere under apartheid and after, and gender and race relations." —Ivan Karp, Emory University
Beer connects commercial, social and political history in this riveting look at the culture of drinking in South Africa. Beginning where stories of colonial liquor control and exploitation leave off, historian Anne Kelk Mager looks at the current commerce of beer, it’s valorising of male sociability and sports, and the corporate culture of South African Breweries (SAB), the world’s most successful brewing company. Mager shows how the industry, dominated by a single brewer, was compelled to comply with legislation that divided customers along racial lines, but also promoted images of multi-racial social drinking in the final years of apartheid. Since the transition to majority rule, SAB has rapidly expanded into new markets—including the United States with the purchase of Miller Brewing Company. This lively book affords a unique view into global manufacturing, monopolies, politics and public culture, race relations, and cold beer.