Prohibition: The Dark Decade
Prohibition: The Dark Decade
The 18th Amendment to the U.S. Constitution imposed prohibition in the United States, from 1920 to 1933, when the 21st Amendment again prohibited prohibition. Through this dry decade and a third, only “bootleg beer” was available, which was totally different from the beer produced by legitimate brewers prior to 1920.
It was poorly made, often containing inferior ingredients not used in beer before prohibition, and it was produced under substandard conditions in second-rate facilities with inadequate equipment. Lagering, if employed at all, was minimal, and the beer was quickly packaged and delivered under adverse climate conditions, creating a very sweet and syrupy tasting brew, contrasting the traditional, sharp, hoppier taste of pre-prohibition beer. It created an entire generation of consumers who didn't know, or remember, the taste of pre-prohibition beer—particularly other stronger and sharper styles.
The situation was further complicated by the tremendous growth of "hard liquor," made popular with younger drinkers by the “speakeasy” martinis, highballs and manhattans. Think of the numerous old movies and images from that era showing the younger, flapper generation pulling a bottle out of their raccoon coats—it was always a hip flask of booze.
When beer returned in April of 1933, brewers had to brew a limited number of well-known brands (Blue Ribbon, High Life, Budweiser, Alpen Brau, Schlitz, Coors and Falstaff) that they could more easily market with limited advertising funds. The Great Depression amplified the situation, which further reduced funding for the costs of raw materials, new equipment, brewing, transportation and advertising. It also limited family budgets, negatively affecting beer sales.
Brewers were “just hanging on”; (more than 200 breweries failed during the 1930s), limiting themselves to what was economically viable. A lack of trained brewers capable of brewing different beer styles and limited availability of special malts and other ingredients required to brew different styles made the situation even worse.
World War II followed, resulting in restrictions on grains for brewing, metal for cans and bottle crowns, and shipping limitations (railroad space, truck gasoline and tire rubber) which further inhibited what brewers could produce. After World War II, however, most Americans just wanted a peaceful, prosperous life without complications, simply taking what was offered and not seeking different beer styles.
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