Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey after Prohibition | Lisa Sheryl Jacobson

Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey after Prohibition by Lisa Sheryl Jacobson is a fascinating English-language book about the reinvention of alcohol after American Prohibition. It shows how wine, beer and whiskey found a new place in everyday life in the United States after 1933.

After the repeal of Prohibition, the drinks industry had to rebuild itself. Alcohol could no longer be taken for granted. Producers had to persuade consumers, politicians and social institutions that drinking was not only acceptable, but could also fit modern life, taste, hospitality and national identity.

Lisa Sheryl Jacobson explores how scientists, marketers, cooks, politicians and alcohol producers worked together to present alcohol as a social, culinary and even patriotic pleasure. In doing so, the book shows how strongly today’s ideas about drinking, food pairing, advertising and enjoyment were shaped by the post-Prohibition era.

Intoxicating Pleasures is ideal for whisky lovers, beer and wine drinkers, historians and readers interested in American culture, consumer behaviour and drinks history. It is not a classic whisky guide, but a rich historical study explaining how whiskey, beer and wine became part of modern life again.

Book Details
Language: English
Format: Paperback
Pages: 398
Author: Lisa Sheryl Jacobson
ISBN / barcode: 9780520401105
Weight: 0.6 kg
Subject: alcohol history, Prohibition, whiskey, wine, beer, marketing, consumer culture