Beer, Sociability, and Masculinity in South Africa

Anne Kelk Mager is Associate Professor of Historical Studies at the University of Cape Town. She is author of Gender and the Making of a South African Bantustan: A Social History of the Ciskei, 1945–1959.

• AcknowledgmentsIntroduction1. E-spotini: Illicit Drinking, Prohibition, and Sociability in Apartheid's Townships2. "If You Want to Run with the Big Dogs": Beer Wars, Competition, and Monopoly3. Beer Advertising: Making Markets and Imagining Sociability in a Divided Society4. "Tomorrow Will Also Be a Hard Day": Antisocial Drinking Cultures and Alcoholic Excess5. Remaking the Old Order: Beer, Power, and Politics6. Heritage and Beer Tourism: Re-imagining Beer after Apartheid7. Global Competition, World Class Manufacturing, and National Economic RestructuringEpilogue: Global and LocalAppendixNotesBibliographyIndex

"The book is dense, not only with the rollicking details of history . . . but with a new vocabulary and architecture for not only the study of alcohol, but the conceptual staples of the humanities and social sciences in Southern Africa—race and gender, class and culture, state and capital, past and present. For that reason, it would be sad if the book were to be resigned to a readership only interested in histories of alcohol. It deserves a much wider audience, and a much more sustained conversation."—South African Historical Journal"Mager's book raises important questions about the transformation of South Africa that can be examined through the beer industry. Vol. 52.2, 2011"—Journal of African History"It is refreshing to read a work of history that bravely crosses the border into the post-apartheid era.April 2011"—American Historical Review"There is fascinating material on social change in this book, and the discussion of drinking and male sociability offers a significant contribution to the field.March, 2011"—H-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