Beer, Ads, and Morality: The American Protestant Temperance Movement of the 1950s

In this episode, we explore an unexpected chapter in American history: the temperance movement’s resurgence in the 1950s. Decades after Prohibition’s repeal, Protestant-led activists shifted their focus from banning alcohol to taking on a new target—alcohol advertising. Based on Pamela E. Pennock’s research, we examine how this movement grappled with anxieties about youth, mass media, and the rise of consumer culture in post-war America.

We’ll discuss how Protestant coalitions, from Methodists to evangelicals, mobilized grassroots campaigns to influence public opinion and government policy, and how publications like Christian Herald and Christianity Today engaged with these debates. Along the way, we uncover how this movement mirrored broader societal struggles with shifting values, the role of faith, and the power of media.

Whether you’re fascinated by cultural history, grassroots activism, or the intersection of religion and politics, this episode sheds light on a forgotten movement that shaped the 1950s and continues to echo in debates today. Cheers to history, and the surprising stories behind every sip of beer!