Tuesday, September 27
Prohibition Series Part 5: Advertising and Taxing the Modern Cocktail
In the years preceding Prohibition, alcohol in America was unregulated and cheap – a dangerous combination that eventually led the nation to enact the “noble experiment” of the 18th Amendment. On today’s program, we’ll examine the ways different states continue to regulating alcohol. We’ll also look at the marketing of alcohol and how the new “high end” cocktail is altering the culture of drinking.
Noah Rothbaum, author of “The Business of Spirits: How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink” and editor of liquor.com