The history of alcohol 1690 – 1920
The history of alcohol 1690 – 1920
Alcohol and tax have been closely linked since as far back as 1690 when the Bank of England was formed to help England fund wars, such as the War of the Grand Alliance (England, Portugal, Spain, the United Provinces, and most of the German States) against France. The bank's shareholders lent the government money knowing that they could guarantee returns based on the potential revenue from taxes on alcohol. A document on display clearly shows the direct link between rising taxes and the need to fund military campaigns.
As a consequence of this, smuggling was rife in Britain, particularly along the coasts of East Anglia, the West Country and Scotland, where unscrupulous individuals tried to avoid paying the high taxes. Excise officers were employed to visit shopkeepers and check that they were licensed, seizing contraband and destroying of unlicensed stills.
Thomas Paine was one such officer, dismissed from his post for passing goods without inspection. He was later reinstated as the exhibition shows and went on to write The Rights of Man in 1791, an important document in American history. The book was his defence of the French Revolution and was later used as a basis for the United States Declaration of Independence.
In addition to the excise officers, private contractors were employed as coast guards, using fast boats (cutters) to intercept smuggling runners. The proceeds were split between them and the Crown. It was often a difficult task because locals were known to keep quiet about routes and times, allowing them to benefit from cheap drink from the smugglers. It was not until 1816 that the Customs service became more efficient and professional and naval officers manned the cutters. Around this time, maps of problem areas were produced. One such document on display is a hand-illustrated intricate map of the port of Portsmouth. This shows known smuggling routes and the positions of the custom officers along the coast and on the land.
The Beer Act
Up until the mid-nineteenth century it was common for wine, beer and spirits to be sold by the barrel and bought locally for home and work use. The 1830 Beer Act allowed any ratepayer to buy a licence to brew and sell beer, making it difficult for local magistrates to control outlets. Beer was still viewed as nutritious, but key figures in polite society were concerned at the increase in drunkenness and complained about the Act. Sydney Smith, a clergyman and writer, commented: "Sovereign people are in a beastly state." A deposition from Lieutenant Colonel Mason to Sir Robert Peel, highlighting the possible adverse effects of the new Beer Act, is displayed in the exhibition.
Most people assume that marketing and branding are a modern day phenomenon, but their roots can be traced as far back as the eighteenth and nineteenth centuries. There have always been regional brands to some extent, with local beers such as Eton College Ale, a popular favourite with Charles II when he was staying at Windsor Castle. Other beers such as Nottighan Ale, Margaret Ale and Strong Ale were exported overseas.
Single Bottle Act
The single branded bottle as we know it today did not exist until the Single Bottle Act in 1860. However, before this a few bottles or earthenware jugs did have elaborate designs on them for use on tables during meals and some landlords also put a mark on bottles they brewed.
As a direct consequence of the Single Bottle Act the first trademark was registered on 1 January 1876. This allowed companies to protect their brand image formally. A Bass employee had the unfortunate task of spending the night on the steps of London's brand new registrar's office on New Year's Eve 1875. After this, off-licences started to emerge and standard glass bottles labelled by the manufacturer became an important way to promote products.
Advertising started to become more sophisticated and companies tried to link alcohol with health benefits. Posters emphasising these benefits emerged, advertising such products as Doctor's Special Rum, The Nourishing Ale, Hall's Coca Wine, Barrett's Stout for invalids and Royal Liqueur Whisky, an ancient stimulant, to encourage consumption. Visual images were used and, as a large majority of the public were illiterate, nurses were used to imply medicinal qualities.
Philippa Glanville, collator of a new exhibition at The National Archives called "Drink: the history of alcohol 1690 – 1920", comments: "It is important to highlight at this stage of the proceedings that beer was viewed in a different context than today. The lack of clean drinking water meant that beer was the only safe form of refreshment. The fermentation process cleaned any impurities and bacteria from the water, making it safe and cheap to drink. Tea was available but high taxes meant that it was a preserve of the rich. It was common for workers to be given beer at work and this sometimes contributed to their pay. Many large homes or institutions brewed their own beer for consumption."
The new National Archives' exhibition explores twentieth century legislation connected with drinking, and the implications of women working during the war. At the outbreak of the First World War in 1914, women were drafted in to keep Britain running and support the troops, working in munitions factories and farming. The government was concerned that independent women with money would spend it on drink, leading to alcohol problems amongst women and consequently harming the war effort.
The government launched a publicity campaign to portray drinking as unpatriotic, so as to ensure that Britain had a sober capable workforce and to protect valuable grain supplies needed for bread. The strength of beer was reduced and buying of rounds was made illegal. Lloyd George, the Chancellor of the Exchequer, said in 1915: "Drink is doing us more harm than all of the German submarines". The exhibition displays an image of women working in a munitions factory in Woolwich and a report commissioned to look at female drinking practices during the war.
The report showed that concerns about women drinking were misplaced. Health problems from alcohol actually reduced, convictions for drunkenness among women dropped by two-thirds, cirrhosis of the liver halved, and deaths from female alcoholism dropped from 680 to 220 – a dramatic response to the national emergency!
New exhibition at The National Archives
The National Archives, in Kew, has a reputation for storing and interpreting important and valuable documents contained within its archives. Its new exhibition Drink: the history of alcohol 1690 – 1920 is no exception. The museum features original documents bringing to life ancient tales of smuggling and the illicit dealings surrounding the importation of drink, the registration of Britain's first ever trademark, and drinking at work. The exhibition has been collated by Philippa Glanville, senior research fellow at the Victoria and Albert Museum and Sue Laurence, interpretation manager at The National Archives.
Highlights of the exhibition include:
• Records of a trip to Scotland by George IV in 1822 showing the amount spent on drink, which led to a reduction in whisky taxes.
• An eighteenth century affidavit signed by customs officer John Foster, against John Taylor, regarding a violent struggle concerning an empty spirit bottle.
• Letters from merchants promoting the use of rum over brandy for ship crews
Opening Times
The exhibition is open until March 2007 and is free for the general public. The opening times for The National Archives are Monday, Wednesday, Friday 09.00 to 17.00; Tuesday 10.00 to 19.00; Thursday 09.00 to 19.00 and Saturday 09.30 to 17.00. The National Archives is closed on Sundays.
For directions and more information please visit:
www.nationalarchives.gov.uk out.
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