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Podcast: New Books in American Studies
Episode: Lisa Sheryl Jacobson. "Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey After Prohibition" (U California Press, 2024)
Description: In popular memory the repeal of US Prohibition in 1933 signaled alcohol’s decisive triumph in a decades-long culture war. But as Dr. Lisa Jacobson reveals in Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey after Prohibition (University of California Press, 2024), 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 pla...