Marshall Poe
Marshall Poe
Lisa Sheryl Jacobson. "Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey After Prohibition" (U California Press, 2024)
Lisa Sheryl Jacobson. "Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey After Prohibition" (U California Press, 2024)
Lisa Sheryl Jacobson. "Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey After Prohibition" (U California Press, 2024)
Wednesday 25th December 2024
Dr. Lisa Jacobson explores the transformation of wine, beer, and whiskey post-Prohibition, revealing the strategic efforts behind their acceptance.
93 minutes
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Marshall Poe
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Understanding Addiction & Recovery
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Get the buttons here!How Alcohol Rebranded Itself After Prohibition
Episode Overview
- Alcohol's respectability post-Prohibition was not immediate.
- World War II played a significant role in normalising alcohol consumption.
- Public relations efforts were crucial in reshaping alcohol's image.
- Diverse groups, including women and immigrants, influenced alcohol's acceptance.
- The cultural identity of wine, beer, and whiskey was carefully crafted.
How did alcoholic beverages, once banned under Prohibition, shed their stigmatised pasts and become widely accepted as ordinary, respectable pleasures?
Ever wondered how alcohol, once demonised during Prohibition, became a staple of American culture? Dr. Lisa Jacobson takes you on a fascinating journey in this episode of New Books in Drugs, Addiction and Recovery. Her book, 'Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey After Prohibition', unravels the complex transformation of these beverages post-Prohibition. It's not just about the repeal of the 18th Amendment; it's about the strategic efforts by producers, PR experts, and tastemakers who reshaped public perception.
You'll hear about the surprising role of World War II in normalising alcohol consumption and the diverse groups that influenced the shift. Dr. Jacobson also touches on the lingering stigmas and the slow, deliberate process of rebranding alcohol as a symbol of the good life. This episode is packed with historical insights and intriguing anecdotes that will make you see your glass of wine or pint of beer in a whole new light.
If you're curious about the cultural evolution of alcohol and its societal implications, this episode is a must-listen.