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Intoxicating Pleasures

EBOOK

Intoxicating Pleasures

The Reinvention of Wine, Beer, and Whiskey After Prohibition

Lisa Sheryl JacobsonSeries: California Studies in Food and Culture

(0)

Pages

398

Year

2024

Language

English

University of California Press

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About

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.

Related Subjects

General (Business & Economics)
Business & Economics
Adult Nonfiction
Agriculture & Food
Social Science
General (History)
History
20th Century
United States
Food Industry
Industries

Extended Details

SeriesCalifornia Studies in Food and Culture

Artists

Lisa Sheryl JacobsonAuthor