E-Books →Intoxicating Pleasures The Reinvention of Wine, Beer, and Whiskey After Prohibition

Free Download Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey After Prohibition (California Studies in Food and Culture) by Lisa Jacobson
English | October 29, 2024 | ISBN: 0520401093, 0520401107 | True EPUB/PDF | 398 pages | 13.5/23.3 MB
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.