Intoxicating Pleasures

The Reinvention of Wine, Beer, and Whiskey after Prohibition

Lisa Jacobson (Autor)

Buch | Softcover

398 Seiten

2024
University of California Press (Verlag)
978-0-520-40110-5 (ISBN)

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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.

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.

List of Illustrations
Acknowledgments

Introduction

PART ONE. CHARTING ALCOHOL’S PATH TO REDEMPTION
1 The Potent Politics of Weak Brews
2 A New Deal for Alcohol?
3 Fermented Beverages and the Gospel of Moderation
4 Spiritous Beverages and the Muddled Meanings of Moderation

PART TWO. THE POLITICS OF PLEASURE
5 Beer Goes to War
6 Whiskey, Weapons, and the Wartime State
7 Wine and Culinary Innovation on the Kitchen Front
8 Rank Privilege: The Politics of Intoxicating Pleasures in the US Military

Epilogue: The Power and Limits of Reinvention

Abbreviations
Notes
Bibliography
Index

Erscheinungsdatum	16.10.2024
Reihe/Serie	California Studies in Food and Culture ; 83
Zusatzinfo	28 b-w
Verlagsort	Berkerley
Sprache	englisch
Maße	152 x 229 mm
Gewicht	544 g
Themenwelt	Geschichte ► Allgemeine Geschichte ► Neuzeit (bis 1918)
	Geisteswissenschaften ► Geschichte ► Regional- / Ländergeschichte
	Sozialwissenschaften ► Soziologie
	Technik
ISBN-10	0-520-40110-7 / 0520401107
ISBN-13	978-0-520-40110-5 / 9780520401105
Zustand	Neuware