Week 9

Question 1

1. What is a “watershed moment” and can we say that the Second World War was a watershed moment for the Canadian brewing industry?

Answer 1

It sees the return of prohibitionism and is the final battle between the wets and dries. Ultimately sees the end of prohibitionism.

Question 2

2. Who made and who supported the argument that the consumption and production of beer should be curtailed during the war?

Answer 2

C.D. Howe he did not want production to stop, stating it is necessary for Canadians during the war.

Question 3

3. Who was C.D. Howe and how did he help the brewing industry during the war?

Answer 3

He defended and watered down policy that sought to reduce the production of breweries.

Question 4

4. How did the brewers of the nation use public relations to protect their industry during the late 1930s and early 1940s?

Answer 4

They promote alcohol as a public good, saying that it improves social lives and helps soldiers fight the war. Fought for the importance of nutrition.

Question 5

Watershed moment 1

Answer 5

The rebirth of Canadian beer consumption

Question 6

World War II 1

Answer 6

it is a watershed moment, 1939-1945, lots of reasosn why it started, but the treaty of Versailles is the real starting point. When Hitler invades Poland war is declared by France and Germany. This divided Canada, because some did not want to fight. Parliament eventually decides to go to war.

Question 7

Prohibitionism 1

Answer 7

The prohibitionists that emerge during the war, wan to curb production and consumption of alcohol. during the war 1 in 5 Canadians want prohibition. (and the number is growing)

Question 8

Public relations 4

Answer 8

The method that the brewers use to keep prohibitionism at bay during the second world war.
Outside lobbying making sure the public is on board.

Question 9

PRCOB 4

Answer 9

It is a public relations arm of the brewers, wanted to make it seem that beer is good and healthy for the soldiers. 30% are not willing to take the information from the brewers, 30% do take it, and 40% are on the fence

Question 10

W.G. Elliot 4

Answer 10

He represents the 40% on the fence,

Question 11

They Drank Canadian Beer at Solum” 4

Answer 11

One of the propaganda pieces, or news items they presented during the second world war. Its about the campaign in North Africa, Holtan wrote that troops were able to fight off the Germans, and they are rewarded with Canadian beer.

Question 12

Rev. C. W. DeMille 2

Answer 12

He’s the president of the canadian temperance federation, he makes a full page ad in 1942 and says that beer is not necessary for effective soldiers and weakened them. And blamed that beer used more space in the shipments over to Europe.

Question 13

William Lyon Mackenzie King 2

Answer 13

He’s sympathetic to the prohibitionist cause during the second world war, he does not like the brewers, he wants to cut back production of beer by 30%

Question 14

C.D. Howe (1886-1960) 3

Answer 14

He defends the brewing industry during WW2, stating that Canadians need Beer to stay in the fight. he graduated from MIT and learned about new inventions to steer economic growth. Builds fast and efficient grain elevator terminals where you store wheat. The great depression hit him hard. He grows many new industries during the war, including rubber and has gained much power and leverage in the liberal cabinet.

Question 15

Polymer Corporation 3

Answer 15

Was a company established by C.D. Howe, and was made to produce rubber which it did and it did it very well.

Question 16

Wartime Alcoholic Beverage Order (Dec. 16th 1942) 2

Answer 16

Watered down legislation, it stated that brewers had to cut their production by 10%

Question 17

“Nutrition for Victory” 4

Answer 17

One of the cause advertising campaign to promote good will for the brewing industry, tapped in to the discourse of nutrition and 60% of Canadians suffered from a vitamin deficiency. Made a whole effort in to educate Canadians on nutrition.

Question 18

“No Beer – No Bonds” 4

Answer 18

During the war there was rationing on beer consumption, so this was a slogan used by angry workers that did not want shortage on beer, after this Mackenzie lifted the shortage and shortly after this prohibition ended in Canada.