Obsessed with Moderation: The Drink Trades and the Drink Question (1870–1930)

Abstract

Summary In 1931 the Royal Commission on Licensing concluded that the drink problem was no longer a ‘gigantic eviľ. Measured by the reduction in per capita consumption, the resolution of the drink question’ took place mainly in the early years of the twentieth century. This (taper contrasts the respective fortunes of the temperance movement and the drink trades and argues that before 1900 the drink trades displayed little concern about the anti‐drink campaign. Only after 1900 when total demand fell and a wider range of polity options were proposed, did the drink trades react. Even so, the anti‐drink campaigners greatly overestimated the economic, political and social influence of the drink interest. Business records of firms and trade associations in the Scotch whisky industry show that it was not until ‘the People's Budget’ of 1909 which increased excise duty on spirits that the industry began to subscribe to the Conservative party and to attempt to influence shareholders and employees. With the First World War, stringent controls on drink consumption and production were proposed but in direct negotiations with the Government whisky producers were able to modify the proposals. Patent still distillers met a national need for munitions spirit and yeast. Nationalisation of the drink industry was not supported by the whisky trade, in contrast to the brewing industry. After the war, Scotch whisky producers continued to see the anti‐drink campaign, especially prohibition, as a threat and developed more effective means of defence. How relevant trade defence and legislation were to the resolution of the drink question remains doubtful as underlying cultural changes altered the use made of leisure time and the distribution of consumer expenditure.