Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey After Prohibition Volume 83

Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey After Prohibition Volume 83

Jacobson, Lisa

Paperback

Series: California Studies in Food and Culture

Business General20th Century United States HistoryAgriculture

ISBN10: 0520401107
ISBN13: 9780520401105
Publisher: University of California Press
Published: Oct 29 2024
Pages: 398
Weight: 1.19
Height: 1.10 Width: 5.98 Depth: 8.90
Language: English
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.

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