Philip Van Munching Beer Blast

ISBN 13: 9780966856729

Beer Blast

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9780966856729: Beer Blast
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Beer Blast: The Inside Story of the Brewing Industry's Bizarre Battles for Your Money. A third-generation beer exec Philip Van Munching has quit the biz, but he takes a look back and delivers an inside account of the great beer wars of the past few decades. From the disaster of the first "lite" beer (Gablinger's, which tasted "god-awful ... so metallic it would set your teeth on edge"), to the later marketing triumphs (and occasional embarrassments) that mark today's brewing industry, Van Munching tells the story with great detail and mostly good humor. How the brewers, the ad agencies, TV networks, and retailers all work to deliver the suds in your mug turns out to be an engaging and frequently funny story.

The rise and fall of beer trends--from sports sponsorships to low-cals, and status-conscious imports to creatively crafted microbrews--mirror, in many ways, the larger culture that embraces them. Philip Van Munching offers a clever and knowing look at its ups and downs in the industry.

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About the Author:

Philip Van Munching is from the third generation of his family to enter the beer business.

He spent a decade at the Van Munching & Company, Inc. holding the posts of special projects representative, director of corporate communications, and finally, director of advertising. He is now a freelance writer. To the great disappointment of his friends, he can no longer get free beer.

From AudioFile:

The Van Munching Brewing scion uses his insider experience and a good deal of research to support his thesis that American politics and culture owes much of its character to the beer trade. In this title, Van M possesses a zesty, youthful sound produced by vocal equipment so weak that his tongue soon thickens and his mouth dries audibly. Y.R. 2000 Audio Award Winner for Business Information © AudioFile 2000, Portland, Maine-- Copyright © AudioFile, Portland, Maine

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Munching, Philip Van
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ISBN 10: 0966856724 ISBN 13: 9780966856729
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Philip Van Munching
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Munching, Philip Van
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