Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey after Prohibition

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Lisa Jacobson

Intoxicating Pleasures

The Reinvention of Wine, Beer, and Whiskey after Prohibition

Lisa Jacobson

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English

University of California Press
30 December 2024

History of the Americas; 20th century history: c 1900 to c 2000; Food & society

Series: California Studies in Food and Culture

In popular memory the repeal of US Prohibition in 1933 signaled alcohol's decisive triumph in a decades-long culture war. But as Lisa Jacobson reveals, alcohol's respectability and mass market success were neither sudden nor assured. It took a world war and a battalion of public relations experts and tastemakers to transform wine, beer, and whiskey into emblems of the American good life. Alcohol producers and their allies—a group that included scientists, trade associations, restaurateurs, home economists, cookbook authors, and New Deal planners—powered a publicity machine that linked alcohol to wartime food crusades and new ideas about the place of pleasure in modern American life. In this deeply researched and engagingly written book, Jacobson shows how the yearnings of ordinary consumers and military personnel shaped alcohol's cultural reinvention and put intoxicating pleasures at the center of broader debates about the rights and obligations of citizens.

By: Lisa Jacobson
Imprint: University of California Press
Country of Publication: United States
Volume: 83
Dimensions: Height: 229mm, Width: 152mm, Spine: 28mm
Weight: 544g
ISBN: 9780520401105
ISBN 10: 0520401107
Series: California Studies in Food and Culture
Pages: 398
Publication Date: 30 December 2024
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Lisa Jacobson is Associate Professor of History at the University of California, Santa Barbara, and author of Raising Consumers: Children and the American Mass Market in the Early Twentieth Century.