Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey after Prohibition (California Studies in Food and Culture #83)

By: Lisa Sheryl Jacobson

Sign Up Now! Already a Member? Log In
You must be logged into Bookshare to access this title. Learn about membership options, or view our freely available titles.

Synopsis: 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.

Book Quality:: Publisher Quality
ISBN-13:: 9780520401112
Related ISBNs:: 9780520401099, 9780520401105
Publisher:: University of California Press
Date of Addition:: 11/05/24
Copyrighted By:: Lisa Jacobson
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: History, Nonfiction, Cooking, Food and Wine, Business and Finance, Social Studies
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.