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Women drinking out in Britain since the early twentieth century$
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David W. Gutzke

Print publication date: 2013

Print ISBN-13: 9780719052644

Published to Manchester Scholarship Online: May 2015

DOI: 10.7228/manchester/9780719052644.001.0001

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PRINTED FROM MANCHESTER SCHOLARSHIP ONLINE (www.manchester.universitypressscholarship.com). (c) Copyright Manchester University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MSO for personal use.date: 23 May 2022

A tough sell:

A tough sell:

wooing women in the 1950s-60s

(p.70) 3 A tough sell
Women drinking out in Britain since the early twentieth century

David W. Gutzke

Manchester University Press

A powerful societal trend towards domesticity, as marriage and motherhood became ascendant, affected women, whose patronage of the pub plummeted to an all-time low in the late 1950s. Offensive toilet conditions repelled women, though brewing executives and landlords saw no connection between this subject and females’ unwillingness to frequent pubs. In response to falling post-war beer consumption, brewers began targeting their national advertising campaigns at women. Drinking taste modified in the 1950s. To counter problems with landlords’ deficient cellar skills, brewers began heavily marketing bottled. Another solution was keg beer, which proved alluring to brewers for being pressurized, pasteurized utterly predictable, and which required far less expertise from landlords. Whether in eating and drinking or in clothing, standardization characterized the 1950s-60s. With their muted bitterness, keg beers attracted beer drinkers as did lagers, with their more mellow flavour. Both beverages, which could be consumed at home in cans or bottles, indirectly assaulted masculine drinking culture in pubs and beerhouses.

Keywords:   Standardized beers, Working-class clubs, Brewers’ advertising, Women’s attitudes to licensed premises, Dismal toilet conditions, Keg beers, Traditional masculine drinking culture declining, Women’s beverages, “Cold drinks revolution”

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