Popular Drink of the 1960's

The Blue Hawaiian

The 1960's were a time of cocktails and celebrations! The Blue Hawaiian was a popular alcoholic beverage of the swinging sixties!

1 oz blue curaçao

1 oz light rum

1 oz cream of coconut

2 oz pineapple juice

1 cherry

1 slice of pineapple

1 cup of ice

INSTRUCTIONS

Put all ingredients into blender. Blend. Pour into highball glass. Add a cherry and pineapple to garnish.

Cheers!!

"Mad Men". 23. Feb. 2011

Alcohol Advertisements of the 1960's

Alcohol Advertisements of the 1960's

The swinging sixties were a time of sexiness in the United States. Alcohol advertising was mainly aimed at selling men the sexy, sophisticated lifestyle shown in print advertisements.

Who Wants to be like Heff?

A decade after Playboy Magazine was first published (December 1953) the Playboy life style was the epitome of "I have arrived!", in the minds of American men.

Surprise! Sex Sells

Males 18-35 are a prime demographic for many alcohol advertising campaigns, due to the large percentage of money they allot for entertainment purposes. The alluring look is in direct contrast to the wholesome, girl next door image that flooded the market, in terms of advertising and society, in the 1950's. 1960's advertising executives realized "Sex sells!".

"The Girls Next Door: The New Yorker". 17. Feb. 2011

"Alcohol Ads of the 1960's". 17. Feb. 2011

Alcohol Advertisements of the 1950's

Alcohol Advertisements of the 1950's

The 1950's were a decade of outwardly wholesomeness! This is

reflected in the print advertising.

Selling the American Dream, One Beer at a Time

The American dream was represented with the healthy, muscular man being shown in

work attire, at the gym, and dining with his beautiful, well-coifed wife and friendly

associate. Blatz Beer is the finishing touch, completing his well-rounded life.

Good Girls Sell

The women portrayed in the print advertising of the 1950s were modestly clothed in

stylish everyday dresses. Selling women as sex objects was not often utilized by

advertising agencies in this era. The models featured represent the looks popular in

America at this time: slim, beautiful , wholesome, and very Doris Day all-American .

"Print Ads Through the Decades: the 1950's", 18. Jan. 2011, 18. Feb. 2011

"Alcohol Ads of the 1950's" 18. Feb. 2011

Tom and Jerry- Popular 1950's Drink

Tom and Jerry was created in 1820 by Pierce Egan, and gained popularity in the 1950's. This drink is a popular holiday beverage. Directions: Beat egg whites and salt until foamy in a large glass or metal mixing bowl until stiff peaks form. Lift your beater or whisk straight up: the egg whites should form a sharp peak that holds its shape.Beat the egg yolks to soft peaks in a separate bowl. Beat the butter and confectioners' sugar in a large bowl until light and fluffy. Add the egg yolks and vanilla to the butter mixture; mix. Stir in the nutmeg, cloves, allspice, and the egg whites; beat until well blended. Batter can be frozen or kept in refrigerator for several weeks.To make a Tom and Jerry, fill a cup of hot water with spiced rum or brandy, warm milk, hot cocoa, or eggnog and stir in 1 heaping tablespoon of batter. "Tom and Jerry Batter" 2011. 20. Feb. 2011"Tom and Jerry" 2009.

Speakeasies- A Place for Men and Women to Cut Loose

Speakeasies were "jumping", "happening" illegally set up bars that often included entertainment such as lounge singers, jazz musicians, and dancers. These secret locations allowed for the drinking and socializing of paying clientele, male and female. "Gin joints" provided fun for adults who were disappointed by the lack of excitement and alcohol in "straight" establishments. To gain admittance to a speakeasy, a secret password or handshake was often key. This requisite greeting showed the individual to be "one of their own".

Women and men frequented these alcoholic water holes. Before Prohibition, many women refused to frequent bars in fear of gaining an undesirable reputation. A proper lady was never to drink hard liquor. An occasional glass of sherry or wine was acceptable. The exciting jazz music, however, provided an excuse to visit an underground bar. Dancing was a valid reason to visit a speakeasy. According to Legends of America, "Just six months after Prohibition became law in 1920, women got the right to vote, and coming into their own, they quickly 'loosened' up, tossed their corsets, and enjoyed their newfound freedoms." Here, a woman could enjoy a glass of "hooch" (a speakeasy term for liquor) and be accepted.

Women who frequented speakeasies were accepted among the bar's patrons and society. For the citizens who fought for Prohibition, the results of gin joints were shocking and appalling. The pro-Prohibitionists were disturbed by women dancing wildly, wearing red lipstick, and showing skin. These were thought to be the disasters of the decadent jazz and intoxicating alcoholic beverages.

"1920's Prohibition". 2005. 21. Feb. 2011

"Speakeasies of the Prohibition Era". 2003. 21. Feb. 2011

Prohibition

Before Prohibition, many states had laws regulating alcohol. Alcoholism was thought to be the cause of high crime and low morals. Moderation was not often practiced, causing the government to enforce stricter policies.

The Volstead Act was passed October 28, 1919. This Act stated that any beverage over half a percent alcohol, was to be illegal.

FACT: Exceptions were made for medical needs.

Prohibition was brought into effect January 16, 1920, brought into effect under the 18th Amendment of the Constitution. The ban on manufacturing, sale, and delivery of alcohol led to underground breweries and "moonshine". Surprisingly, the consumption of alcohol was not banned. Because of this, many people purchased gigantic quantities before Prohibition went into effect.

The 21st Amendment eliminated Prohibition on December 5, 1933.

FACT: This is the only time an Amendment has been repealed.

"Prohibition", Rosenthal, Jennifer. 20.Feb. 2011

"Prohibition in the 1920's". 20. Feb. 2011

Some Generalizations about Alcohol and Culture

Throughout history, wine and other alcoholic beverages have been a source of pleasure and aesthetic appreciation in many cultures.

"In most of the cultures...the primary image is a positive one. Usually drinking is viewed as an important adjunct to sociability. Almost as often, it is seen as a relatively inexpensive and effective relaxant, or as an important accompaniment to food.... Its use in religions is ancient, and reflects social approval rather than scorn.... Most people in the United States, Canada, and Sweden, when asked what emotions they associate with drinking, responded favorably, emphasizing personal satisfactions of relaxation, social values of sociability, an antidote to fatigue, and other positive features...."

Heath, D.B., "Some Generalizations about Alcohol and Culture," pp. 348-361 in Heath, D.B., ed., International Handbook on Alcohol and Culture, Greenwood Press, Westport, CT, 1995, p. 350-351.