Abstract

Alcohol assumes a leading role in the contemporary process of globalization, the worldwide integration of markets and cultures, which now is driven as much by Heineken beer and Absolut vodka as by the iconic (and teetotal) Coca-Cola. Standardization has also increased within market segments; for example, connoisseurs bemoan the growing predominance of fruity, New World-style wines championed by the influential US wine critic Robert Parker. As a result of these trends, national beverages like Scotch whisky, Mexican tequila, and Japanese sake have been reduced to product lines within the portfolios of global giants Diageo and Pernod-Ricard. Although some might consider the craft beer phenomenon to be a counterexample that is recovering local diversity, even microbrewers rely on international malt and hops markets and on common beer styles such as IPA (India Pale Ale), Pilsner, and Hefeweissen.