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.In the spring of1943, the Beverages and Tobacco Division of the War Production Board becamepart of the War Food Administration.The Food Distribution Administrationbecame responsible for malt conservation, and the Brewing Industry AdvisoryCommittee became part of that bureaucracy.The Small Brewers Committeemeeting for the second year requested greater representation on that advisorycommittee.William O Shea, leader of the small brewers stated their mission asfollows: Our objective is not to make giant breweries of the small breweries, notto make a lot of money, but to preserve the small breweries for the good of theindustry. 403 This would remain an issue throughout the post war era.A main focus of individual brewers during the war was maintaining theircompetitive position; yet public relations and popular opinion were never farfrom their collective minds.Drinking and the military was a perennial contro-versy.Concern over American boys overseas during World War I had played arole in the enactment of Prohibition.In 1943, General George C.Marshall reit-erated that a 1901 law, a consequence of the Spanish American war, which hadprohibited the sale of any intoxicating liquor at military establishments, re-mained in force.This legislation had abolished the army canteen and was a first401 Modern Brewery Age, July, 1944, 67; A.M.McGahan, The Emergence of the National BrewingOligopoly: Competition in the American Market, 1933-1958, The Business History Review, vol.65, no.2 (Summer 1991): 264.402 Jos.Dubin, A Flukey Fuehrer, Modern Brewery Age, October 1942, 10; Modern Brewery Age,January 1944, 44.403 Modern Brewery Age, June 1942, 63, 69, 25-26.131 Brewing Battles : A History of American Beerstep in the march to the Eighteenth Amendment.Despite the ruling, officers andenlisted men could still drink 3.2 percent alcohol beer and wine.During Repeal,Congress had declared this amount of alcohol non-intoxicating. 404Although Marshall attempted to control the consumption of hard liquor,most observers agreed that a lot of drinking was going on in the military bothat home and abroad.The acceptance of this usually led officials to encouragebeer and wine over spirits; brewers heartily concurred.In any case, brewers re-assured the public that the 3.2 beer was very close to the average of 3.5 percentalcohol of ordinary beer.405The brewers actually did not agree with the casual observation of heavydrinking among U.S.soldiers.In 1943, the Office of War Information publisheda report which confirmed the brewers point of view.The OWI found that therewas no excessive drinking among soldiers, and that no American Army hasbeen so orderly. Modern Brewery Age took this finding as a sign that the brewingindustry s self-regulatory program is right on track. 406Soldiers from European nations had a liquor ration, and American GIs ap-parently wanted the same treatment.According to Bill Mauldin, well knownArmy cartoonist, Drinking, like sex, is not a question of should or shouldn t inthe army.It s here to stay, and it seems to us that the best way to handle it is tounderstand and recognize it and arrange things so those who have appetites cansatisfy them with a minimum of trouble for everybody. In the absence of a liquorration, many soldiers resorted to self-made distilleries.407From the brewers point of view, the drinking of U.S.soldiers was mostsignificant for the impact it would have when they returned home.Having ac-quired a taste for alcohol while abroad, the industry hoped that soldiers wouldcontinue the habit in peacetime.In the battle for public opinion World WarII represented the last stand of a prohibition movement committed to the ces-sation of the manufacture and sale of alcoholic beverages.The remnants of theprohibition movement and their congressional allies presented several pieces oflegislation which would have curtailed the operations of the alcoholic beveragesindustry.408404 General Marshall Bans All Hard Liquor on Army Property, New York Times, February 4,1943, 1.405 Ibid.406 Jos.Dubin, The O.W.I.Report, Modern Brewery Age, January 1943, 9.407 Bill Mauldin, Up Front (New York: Norton, 1995), 84.408 Jay L [ Pobierz całość w formacie PDF ]
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.In the spring of1943, the Beverages and Tobacco Division of the War Production Board becamepart of the War Food Administration.The Food Distribution Administrationbecame responsible for malt conservation, and the Brewing Industry AdvisoryCommittee became part of that bureaucracy.The Small Brewers Committeemeeting for the second year requested greater representation on that advisorycommittee.William O Shea, leader of the small brewers stated their mission asfollows: Our objective is not to make giant breweries of the small breweries, notto make a lot of money, but to preserve the small breweries for the good of theindustry. 403 This would remain an issue throughout the post war era.A main focus of individual brewers during the war was maintaining theircompetitive position; yet public relations and popular opinion were never farfrom their collective minds.Drinking and the military was a perennial contro-versy.Concern over American boys overseas during World War I had played arole in the enactment of Prohibition.In 1943, General George C.Marshall reit-erated that a 1901 law, a consequence of the Spanish American war, which hadprohibited the sale of any intoxicating liquor at military establishments, re-mained in force.This legislation had abolished the army canteen and was a first401 Modern Brewery Age, July, 1944, 67; A.M.McGahan, The Emergence of the National BrewingOligopoly: Competition in the American Market, 1933-1958, The Business History Review, vol.65, no.2 (Summer 1991): 264.402 Jos.Dubin, A Flukey Fuehrer, Modern Brewery Age, October 1942, 10; Modern Brewery Age,January 1944, 44.403 Modern Brewery Age, June 1942, 63, 69, 25-26.131 Brewing Battles : A History of American Beerstep in the march to the Eighteenth Amendment.Despite the ruling, officers andenlisted men could still drink 3.2 percent alcohol beer and wine.During Repeal,Congress had declared this amount of alcohol non-intoxicating. 404Although Marshall attempted to control the consumption of hard liquor,most observers agreed that a lot of drinking was going on in the military bothat home and abroad.The acceptance of this usually led officials to encouragebeer and wine over spirits; brewers heartily concurred.In any case, brewers re-assured the public that the 3.2 beer was very close to the average of 3.5 percentalcohol of ordinary beer.405The brewers actually did not agree with the casual observation of heavydrinking among U.S.soldiers.In 1943, the Office of War Information publisheda report which confirmed the brewers point of view.The OWI found that therewas no excessive drinking among soldiers, and that no American Army hasbeen so orderly. Modern Brewery Age took this finding as a sign that the brewingindustry s self-regulatory program is right on track. 406Soldiers from European nations had a liquor ration, and American GIs ap-parently wanted the same treatment.According to Bill Mauldin, well knownArmy cartoonist, Drinking, like sex, is not a question of should or shouldn t inthe army.It s here to stay, and it seems to us that the best way to handle it is tounderstand and recognize it and arrange things so those who have appetites cansatisfy them with a minimum of trouble for everybody. In the absence of a liquorration, many soldiers resorted to self-made distilleries.407From the brewers point of view, the drinking of U.S.soldiers was mostsignificant for the impact it would have when they returned home.Having ac-quired a taste for alcohol while abroad, the industry hoped that soldiers wouldcontinue the habit in peacetime.In the battle for public opinion World WarII represented the last stand of a prohibition movement committed to the ces-sation of the manufacture and sale of alcoholic beverages.The remnants of theprohibition movement and their congressional allies presented several pieces oflegislation which would have curtailed the operations of the alcoholic beveragesindustry.408404 General Marshall Bans All Hard Liquor on Army Property, New York Times, February 4,1943, 1.405 Ibid.406 Jos.Dubin, The O.W.I.Report, Modern Brewery Age, January 1943, 9.407 Bill Mauldin, Up Front (New York: Norton, 1995), 84.408 Jay L [ Pobierz całość w formacie PDF ]