Diverse forces shaped women’s drinking habits: wars; Progressivism; changes in demography, the economy and work; enduring sexism not just among pub and beerhouse patrons but throughout the industry; moral panics; pubcos; different generational attitudes; ambitious entrepreneurs unconnected with the brewing industry; and alterations in the drinking culture itself, from layouts and beverages to licensing hours and escalating numbers of youth drinkers. Women’s drinking habits changed most in the interwar era and the years 1975-2000. Scholars have overlooked distinctions between pubs and beerhouses, the introduction of the lounge and public opinion or marketing surveys, contributing to much misunderstanding of how, why and where women drank. I used wide-ranging sources: periodicals focusing on drinking, the national press, architectural journals, corporate archives, oral histories, parliamentary papers, advertisements, Mass-Observation reports and sociological studies. Throughout the book I engage with scholarly arguments of women’s drinking behaviour, and offer original interpretations.
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