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Biography of an Idea: The Founding Principles of Public Relations by Edward L. Bernays

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chapter 49

BEER: THE BEVERAGE OF MODERATION

The troubles of the brewing industry really started when Prohibition ended on December 5, 1933, the day the 21st Amendment to the Constitution was ratified. The Amendment legalized beer and distilled liquor, providing for state and local option. President Hoover’s “great social and economic experiment, noble in motive and far-reaching in purpose,” had lasted nearly fourteen years.

Prohibitionists now intensified their onslaught on alcoholic beverages. Hundreds of bills in states and in the national legislature threatened the brewing industry. In Maine a bill increased the beer tax to $4.96 a barrel; it was law twenty-four hours after its introduction. In Georgia, legislation threatened survival of beer. ...

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