Intoxicating Pleasures The Reinvention of Wine, Beer, and Whiskey after Prohibition
Innbundet /
2024
/ Engelsk
Produktdetaljer
ISBN
9780520401099
Publisert
2024-10-29
Utgiver
University of California Press
Vekt
771 gr
Høyde
229 mm
Bredde
152 mm
Dybde
25 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
398
Forfatter
Biografisk notat
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."An excellent addition to any library of distilled spirits, wine and beer."
Bourbon Veach
"Jacobson begins her important book by characterizing the changing public image of alcoholic beverages as a prime example of 'troublesome commodities' undergoing 'dramatic cultural reinventions'."
CHOICE
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.
Les mer
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
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
Les mer
"Full of fascinating and little-known stories that complement and complicate our understanding of twentieth-century culinary culture as a joint product of business, government, and consumers. Lisa Jacobson is one of the best writers on the history of consumer culture."—Megan Elias, author of Food on the Page: Cookbooks and American Culture
"Jacobson's exhaustive research provides a compelling window into the evolution of American drinking culture."—Vicki Howard, author of From Main Street to Mall: The Rise and Fall of the American Department Store
"Intoxicating Pleasures provides the most in-depth and well-researched account of the alcoholic beverage industries in the United States during the 1930s and 1940s. It persuasively argues that Americans' demand for access to alcoholic beverages was in fact a demand for the right to have pleasure."—Pamela Pennock, author of Advertising Sin and Sickness: The Politics of Alcohol and Tobacco Marketing, 1950–1990
"Surprises abound in Jacobson's eagerly awaited Intoxicating Pleasures! Creative research supports an erudite and groundbreaking analysis of alcohol’s still-contested reentry into American culture following Prohibition. A remarkable array of illustrations enhances the elegantly crafted narrative, showing how advocates reinvented moderate consumption as a patriotic and socially suitable source of respectable pleasures."—Pamela Laird, author of Advertising Progress: American Business and the Rise of Consumer Marketing
"Jacobson's exhaustive research provides a compelling window into the evolution of American drinking culture."—Vicki Howard, author of From Main Street to Mall: The Rise and Fall of the American Department Store
"Intoxicating Pleasures provides the most in-depth and well-researched account of the alcoholic beverage industries in the United States during the 1930s and 1940s. It persuasively argues that Americans' demand for access to alcoholic beverages was in fact a demand for the right to have pleasure."—Pamela Pennock, author of Advertising Sin and Sickness: The Politics of Alcohol and Tobacco Marketing, 1950–1990
"Surprises abound in Jacobson's eagerly awaited Intoxicating Pleasures! Creative research supports an erudite and groundbreaking analysis of alcohol’s still-contested reentry into American culture following Prohibition. A remarkable array of illustrations enhances the elegantly crafted narrative, showing how advocates reinvented moderate consumption as a patriotic and socially suitable source of respectable pleasures."—Pamela Laird, author of Advertising Progress: American Business and the Rise of Consumer Marketing
Les mer
Produktdetaljer
ISBN
9780520401099
Publisert
2024-10-29
Utgiver
University of California Press
Vekt
771 gr
Høyde
229 mm
Bredde
152 mm
Dybde
25 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
398
Forfatter