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Drinking Decisions: Twentieth-Century Marketing And Tradition In New Orleans Alcoholic Beverage Trends, Rhiannon Enlil

Senior Honors Theses

Over the past twenty years, the national beverage industry adapted to a growing interest in historic cocktails and classic recipes. Among the many rediscovered classics, New Orleans’ own century-old recipes, like the Sazerac cocktail, garnered praise, national attention, and consumer embrace – even legislative endorsement. However, for most of the past forty years, the city retained a reputation as a place for wild abandon doused in alcoholic beverages of mediocre pedigree. Rather than dismiss the evolution of drinking trends from elegant, classic recipes to indulgent, high-proof booze-bombs as an inherent choice of local drinkers, this paper explores evidence in historic …