Blurb:

Beer terroir is not just the ingredients and culture but also the way that the history of these aspects play a role in the modern beer industry. Today, many breweries connect themselves in the Rocky Mountain West to brewing traditions from before Prohibition. Although many breweries did not survive the dry decade, many still draw upon the past to build a culture and identity around their beers. This chapter explores the role that nostalgia and memory play in brewing identity and marketing today.