Beer, Sociability, and Masculinity in South Africa

This book examines the interplay between beer commerce, masculinity, and sociability in South Africa, exploring its historical and cultural significance.

Beginning where narratives of colonial liquor regulation and exploitation conclude, Beer, Sociability, and Masculinity in South Africa delves into the intricate world of beer commerce. Author Anne Kelk Mager examines how beer not only serves as a beverage but also as a catalyst for male sociability and sports culture. The book explores the corporate dynamics of South African Breweries (SAB), recognized as the world's most successful brewing entity, and its impact on social interactions and identity in South Africa.

Mager highlights the complex relationship between the beer industry and the socio-political landscape of the country. The industry was shaped by legislation that enforced racial divisions among customers, yet it simultaneously promoted a narrative of multi-racial social drinking as apartheid began to wane. This duality reveals the tensions within South African society and the ways in which beer has been both a unifying and divisive force throughout history.

In the wake of the transition to majority rule, SAB has aggressively expanded its reach, including entering the U.S. market through the acquisition of Miller Brewing Company. This engaging book provides a comprehensive perspective on the intersections of global manufacturing, monopolies, politics, race relations, and the cultural significance of beer in South Africa.