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Egypt's Beer

Egypt's Beer
Stella, Identity, and the Modern State

The lively story of an iconic beer brand, whose tumultuous business history illuminates the cultural transformations of Egypt over the last century.

December 2019
Not yet published
$34.95
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296 pages | 6 x 9 | 2 b&w photos, 19 b&w illus., 1 b&w chart/graph |
ISBN: 
978-1-4773-1955-0
Description: 

Although alcohol is generally forbidden in Muslim countries, beer has been an important part of Egyptian identity for much of the last century. Egypt’s Stella beer (which only coincidentally shares a name with the Belgian beer Stella Artois) became a particularly meaningful symbol of the changes that occurred in Egypt after British Occupation.

Weaving cultural studies with business history, Egypt’s Beer traces Egyptian history from 1880 to 2003 through the study of social, economic, and technological changes that surrounded the production and consumption of Stella beer in Egypt, providing an unparalleled case study of economic success during an era of seismic transformation. Delving into archival troves—including the papers of his grandfather, who for twenty years was CEO of the company that produced Stella—Omar D. Foda explains how Stella Beer achieved a powerful presence in all popular forms of art and media, including Arabic novels, songs, films, and journalism. As the company’s success was built on a mix of innovation, efficient use of local resources, executive excellence, and shifting cultural dynamics, this is the story of the rise of a distinctly Egyptian “modernity” seen through the lens of a distinctly Egyptian brand.

Contents: 
  • Notes on Translation and Transliteration
  • Abbreviations
  • The Egyptian Beer Industry
  • Introduction
  • 1. Grand Plans in Glass Bottles: Importing the Modern Beer Industry into Egypt
  • 2. A Star Rises: Stella and the Egyptian Beer Industry, 1920–1940
  • 3. Crowning the Pyramid: The Egyptian Beer Industry’s “Mature” Period, 1940–1952
  • 4. Stella Is Always Delicious: Selling Beer in the Time of Nasser, 1952–1958
  • 5. A Pan-Arab Brew: Stella and the United Arab Republic, 1958–1961
  • 6. Getting the Dutch Out: How Stella Became the Beer of the Egyptian Regime, 1961–1972
  • 7. Opening Up Stella: The Infitah and the Beer Business in Egypt, 1973–1985
  • 8. An American Pharaoh and the Egyptian Star: Stella, 1985–2003
  • Conclusion
  • Notes
  • Bibliography
  • Index
Author: 

Omar D. Foda
Ellicott City, Maryland

Foda is a visiting assistant professor of history at Towson University. He holds a PhD in Near Eastern Languages and Civilizations from the University of Pennsylvania, and his work has appeared in several journals and volumes, including The Birth of the Arab Citizen and the Changing of the Middle East.

Reviews: 

“Pioneering and seminal, this remarkable scholarly accomplishment is the first work that deals with the beer industry in modern Egypt. It is a major contribution to the study of the history of consumerism and the development of modern economies in Egypt and the Middle East.”
Israel Gershoni, Tel Aviv University, coauthor of Confronting Fascism in Egypt: Dictatorship versus Democracy in the 1930s

Egypt’s Beer is a uniquely well-documented narrative based on an array of archives ranging from the Egyptian state to Heineken to the private papers of the author's grandfather, who was for decades the central figure in beer production in Egypt. It is a significant contribution to the socioeconomic history of Egypt and to our understanding of the country's material, cultural, and business history.”
Relli Shechter, Ben Gurion University of the Negev, author of The Rise of the Egyptian Middle Class: Socio-Economic Mobility and Public Discontent from Nasser to Sadat