Ancient beer and modern brewers: Ethnoarchaeological observations of chicha production in two regions of the North Coast of Peru

Archaeological studies of alcohol have tended to focus on consumption while production, particularly of beer, has been more difficult to recognize and interpret. The ethnoarchaeological study of modern maize beer or chicha production on Peru’s north coast provides information on (1) production steps and their material correlates, (2) labor and raw material inputs at different scales and possible labor bottlenecks, and (3) variation in technology and organization that is linked to contexts of consumption and cultural differences through time across the Andes. Because of this variation, the ethnoarchaeological observations reported here should not be directly projected onto the past, but rather should serve as points of comparison with the archaeological record.     

Tracing sickle blade levels of wear and discard patterns: a new sickle gloss quantification method

Although sickle blades gloss is known to form during the harvest, which is a dynamic process and although it is known to be a type of wear which is the outcome of the repetitive encounters between the sickle blades working edges and plant stems; there is no common way to quantify its intensity. Since there is no consensus over a specific scale that will enable the estimation of the amount of wear, based on the quantification of gloss brightness intensity. In this paper we propose a new measurement system which is based on the projection of laser (He–Ne) beam on glossed sickle blades and an analysis of the reflected images. The results form a relative scale from which it is possible to infer on the sickle blades level of wear, and to create discard models.     

Trafficking in Liquor,Trafficking in Heritage: Beer Branding as Heritage in Post‐apartheid South Africa

A burgeoning literature on post‐apartheid heritage configuration has largely overlooked the use of branding in the creation of heritage discourses in South Africa and the significance of liquor for national identity. This article brings these two concerns together through an examination of two heritage‐scapes—the SAB World of Beer and the SAB Newlands Brewery Heritage Centre—constructed by South African Breweries (SAB) in 1995. It suggests that the commercial construction of heritage as branding provided a vehicle for a powerful corporate capitalist narrative in the post‐apartheid rhetorical contestation over a desired path for the future. It also suggests that dissonance within and between these corporate visitors’ centres mirrored a wider uncertainty over the meaning of national identity in early post‐apartheid South Africa.     

Exploring place marketing by American microbreweries: neolocal expressions of ethnicity and race

The American craft brewing scene has exhibited continued growth over the past several decades fueled by the desire of many patrons to opt for unique, local brews in the place of homogenous national and international brands. Previous research reports that American microbreweries often express neolocalism in the marketing of their products: using local place names, people, events, landscape features, and icons on their labeling and in their names to establish roots with the local environment and culture. By way of qualitatively surveying 1564 microbrewery websites, this paper looks through a neolocal lens to examine microbrewery usage of ethnicity and race in their marketing efforts. Microbreweries are found to express ethnicity and race in their marketing schemes to a limited extent within which ethnicity, more so than race, is demonstrated. Specific examples include references to ethnic ties to the Scots-Irish in Appalachia, specific Native American tribes throughout the country, and Latino, specifically Mexican/Mexican-American, cultural heritage in the American southwest. In addition, findings reflect the demographics of the industry, which is dominated by whites of European descent.     

Beyond the local: places,people, and brands in New England beer marketing

Despite decades of domination by a few large companies, the American beer market has seen a dramatic resurgence of microbreweries. Contrary to conventional oligopolistic market theories, small firms have consistently gained market share from their entrenched competitors. Researchers have attributed this success to “neolocalism.” Through their marketing, microbreweries appeal to consumers’ desire for connections to real people and distinctive products from local places. However, no study has verified whether this pattern is most characteristic of microbreweries. With newer firms threatening their market share, larger firms might adopt neolocal claims, but little empirical attention has been directed at large brewers, and mid-sized, regional firms have been largely ignored by researchers. This paper uses content analysis of beer packaging to investigate the nature of the appeals made to consumers. I find that while microbreweries do make neolocal claims, regional breweries are more likely to associate their products with places on a local scale. Large breweries make few such claims, but instead rely on “reflexive branding”: marketing that refers back to the brand itself rather than borrowing existing symbolism from people or places. These findings partly support the neolocal perspective, but also challenge our expectations of which firms use neolocal appeals the most.     

A journey – crossing boundaries

ABSTRACT

Dr George L. Mallen writes about his introduction to computer simulation in the early 1960s and his work with Gordon Pask, founder and director of System Research Ltd, a convergence point of cognitive science, computer technology and art. In 1969 Mallen co-founded the Computer Arts Society and helped to organize Event One at the Royal College of Art which brought computers into the art school. In 1969 he formed System Simulation Ltd and in 1970 developed ECOGAME, a system dynamics model of a hypothetical national economy, implemented at the First European Management Forum, the predecessor of the World Management Forum. Some of the ECOGAME technology was also used by Stafford Beer for the government economic decision room he designed and implemented for the Allende government in Chile in 1972–1973.