- 172 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About This Book
The development of an American wine ethos. The history of wine is a tale of capitalist production and consumer experience, and early Americans embraced the idea of having their own wine culture. But many began to believe that excessive alcohol consumption had become a moral, ethical, economic, political, social, and health conundrum. The result was a national on-again, off-again relationship with the concept of an American wine culture.
Citizens struggled to build a wine culture patterned after their diasporic European custom of wine as a moderating beverage that was part of a healthy diet. Yet, as America grew, untold attempts to create a wine culture failed due to climate, pests, diseases, wars, and depressions, resulting in some people considering the nation an alcoholic republic. Thus began an anti-alcohol culture war aimed at restricting or prohibiting alcoholic beverages.
With the passage of the Eighteenth Amendment (Prohibition), a culture war started between wet and dry proponents. After the repeal of Prohibition, the decimated wine industry responded by forming the Wine Institute to rebrand wine's role in American society, after which neoprohibitionists attempted to restrict alcohol availability and consumption. To confront these aggressive actions, the Wine Institute hired politically trained John A. De Luca to navigate the new attacks and pushed for rebranding wine as a cultural spirit with health benefits.
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Table of contents
- Cover
- Title Page
- Copyright Page
- Dedication
- Contents
- Acknowledgments
- Introduction
- Chapter 1. The Early Republicâs Failure to Establish a Wine Culture
- Chapter 2. The Rise of the First American Wine Culture
- Chapter 3. Loss and Rebirth of an American Wine Culture
- Chapter 4. Rebuilding the Wine Industry
- Chapter 5. A Perfect Man for the JobâA Faltering Wine Institute Seeks New Leadership
- Chapter 6. Stabilizing the Wine Institute and Reestablishing a Tarnished American Wine Industry
- Chapter 7. NeoprohibitionâThe Continuing Battle for an American Wine Culture
- Chapter 8. Alla Vostra SaluteâTo Your Health
- Chapter 9. Bionutrition, Pyramids, and Labels
- Chapter 10. Direct Shipping
- Chapter 11. Politics of WineâBipartisanship, Sound Bites, and the Wine Caucus
- Chapter 12. Establishing the Path for the Wine Instituteâs Future
- Epilogue. Who Will Carry the Banner Next?
- Notes
- Sources Consulted
- Index
- About the Author