“Our Beer”: Ethnographic Brands in Postsocialist Georgia
Article first published online: 7 MAY 2008
Volume 109, Issue 4, pages 626–641, December 2007
How to Cite
MANNING, P. and UPLISASHVILI, A. (2007), “Our Beer”: Ethnographic Brands in Postsocialist Georgia. American Anthropologist, 109: 626–641. doi: 10.1525/aa.2007.109.4.626
- Issue published online: 7 MAY 2008
- Article first published online: 7 MAY 2008
Although Georgia is known for its wines, industrial production of beer far outstrips industrial wine production for local markets: wine consumption occurs in ritual contexts in which new wine, typically purchased from peasant producers, is preferred; bottled, aged wines are primarily for exports. Beer, therefore, is a key area in which industrial production for indigenous consumers has been elaborated. Such goods are packaged and presented as being both ecologically “pure” and following “traditional” methods, often referencing “ethnographic” materials about traditional life in brand images, even as they proclaim their reliance on Western technologies.