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 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, Dr. 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.

This interview was conducted by Dr. Miranda Melcher whose new book focuses on post-conflict military integration, understanding treaty negotiation and implementation in civil war contexts, with qualitative analysis of the Angolan and Mozambican civil wars.

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