8 “To Ensure the Continued Life of the Industry”: The Public Relations Campaign of Labatt and Its Allies during the Second World War

Chapters in this book

1. Front Matter i
2. Contents v
3. Tables and Figures vii
4. Acknowledgments xi
5. Introduction 3
6. Family Firm to Managerial Enterprise
7. Out of the Blue: The Birth of John Labatt’s Brewery, 1847–55 27
8. Steaming into the Age of Rail and Pale Ale, 1855–77 53
9. “More Money than Since or Before”: How John Labatt’s Brewery Prospered during the Canada Temperance Act, 1878–89 74
10. John Labatt Blows In and Out of the Windy City: Entrepreneurship and the Legacy of a Failure, 1889–1913 92
11. “No Frolic about This Contest”: At War with Labatt, 1914–18 114
12. State Regulation and Expansion
13. “Something Very Unforeseen”: How a Bootlegging Manager-Entrepreneur Saved Labatt from Prohibition, 1921–28 139
14. “A Still Wetter Oasis”: Kidnapping, Public Drinking, and the Corporate Quest for Legitimacy, 1929–39 156
15. “To Ensure the Continued Life of the Industry”: The Public Relations Campaign of Labatt and Its Allies during the Second World War 187
16. Fast Following into the “Big Three”: Labatt and the Emergence of a National Brewing Oligopoly, 1945–62 210
17. Multinationals and Globalization
18. Le Défi américain, 1962–67 241
19. The Quest for Popular Brands, 1959–82 261
20. Less Beer, More Wine, and Other “Sexy” Things: Labatt’s Diversification Drive, 1967–90 289
21. Into the Blue: The Takeover of John Labatt Limited, 1990–95 311
22. Conclusion 345
23. Notes 355
24. Bibliography 409
25. Index 439