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

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  • Ranjit S. Dighe

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.

Suggested Citation

  • Ranjit S. Dighe, 2016. "A taste for temperance: how American beer got to be so bland," Business History, Taylor & Francis Journals, vol. 58(5), pages 752-784, July.
    • Handle: RePEc:taf:bushst:v:58:y:2016:i:5:p:752-784
    DOI: 10.1080/00076791.2015.1027691
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    Cited by:

    1. Eline Poelmans & Sandra Rousseau, 2017. "Beer and Organic Labels: Do Belgian Consumers Care?," Sustainability, MDPI, vol. 9(9), pages 1-15, August.
    2. Eline Poelmans & John A. Dove & Jason E. Taylor & Ranjit S. Dighe, 2022. "Factors influencing the timing and type of state-level alcohol prohibitions prior to 1920," Public Choice, Springer, vol. 192(3), pages 201-226, September.
    3. Nesse, Katherine & Green, Timothy & Ferguson, Brooke, 2019. "Quality of Life in Potential Expansion Locations is Important to Craft Brewers," Journal of Regional Analysis and Policy, Mid-Continent Regional Science Association, vol. 49(1), January.

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