Description: Jeffrey W. Alexander examines how Western alcohol and innovative pharmaceuticals became so popular, available, and fashionable in Japan. He considers the people who brewed, distilled, synthesized, and marketed these products and explores what their advertising campaigns say about Japan's shifting culture.
Review Quotes: A masterful analysis of modern Japanese alcohol and drug culture . . . A must-read scholarly study, with details alternately humorous and horrific.--Norman Smith, author of Intoxicating Manchuria: Alcohol, Opium, and Culture in China's Northeast