Show Less
Restricted access

Brewing Identities

Globalisation, Guinness and the Production of Irishness


Brenda Murphy

While Guinness is a global product, it still contains references to Ireland and it occupies a particular place in imaginings of Irishness. Brewing Identities is unique in that, while it focuses on the (re)production of a specific kind of ethno-national identity– Irishness – it is simultaneously transnational in scope, as the author maps the trails of products, people and symbolic constructs through a globalised world. In pubs from Dublin to London to New York, the reader is taken on a multi-sited ethnography, where stories unfold through observation, interview, and conversation with fellow patrons and pub personnel, while drawing from an ample sampling of discursive and interactional sources from which the author derives her own interpretations and conclusions. Additionally, the book follows the trail of the political economy of Guinness. Brewing Identities produces an engaging and well-grounded mode of inquiry informed not only by multiple sources but by the interdisciplinary field of cultural studies, one that is particularly sensitive and responsive to both the convergences and discontinuities of diverse conditioning factors at work in the generally nebulous and complex sphere of identity production.
Show Summary Details
Restricted access

Chapter 2. Producing Guinness, Producing Irishness


This is unusual behaviour for a product, in Ireland or elsewhere.In America, Coke, Marlboro and Budweiser do evoke ‘American-ness’ but, when you think ‘America’ you don’t necessarily think ‘Coke’, whereas with Guinness, “when you say one, you think of the other and they are … fundamentally linked”.

We don’t really own the Guinness brand in this company, we are kind of custodians of it, for the Irish people, it’s like we’re the national museum or something, it’s not ours…

Everybody in Ireland believes the Guinness brand is theirs…not everybody drinks the product, but there is a strong sense of ownership, even amongst people who don’t drink Guinness.

(Lane, 1998 Interview, Marketing Manager, Guinness) ← 17 | 18 →

Guinness belongs to the Irish.

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.