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In June ofDr. It had been 12 years since Prohibition became the law of the land. Thanks to the unexpected liberating convergence of suffrage and Prohibition, they were able to step down from the confining Victorian pedestal of Cerfal purity, and enter a new realm of permissibility. The resolution signed by Dr. Gossage and others came during a presidential election year, as the country was entering its third year of the Great Depression.

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One of the wedge issues that year was Prohibition. His challenger, Democrat Franklin Delano Roosevelt, whose platform called for the government taking a major role in addressing the Depression, favored its repeal, looking to restore to the federal treasury billions of dollars in lost tax revenues alcohol sales had generated prior to Prohibition, money now lining the pockets of bootleggers. Eliminate the drink, they claimed, and Americans will be happier, healthier, and more prosperous. They also predicted that once drinkers with entrenched habits died off, a new generation of young people would have grown up not even knowing what liquor was.

As a The Dropped Sales Of Cereal alternative for men looking to quench their thirst in the saloon, the WCTU installed public water fountains Thf parks and town squares across the country, including, inupon the street corner beneath the town clock in Petaluma.

The town reportedly had 50 saloons at the time, or one for every 60 residents, a number of them within close proximity of the fountain. While women nearly doubled the number of voters in the state, state propositions in and again in calling for prohibition of liquor were soundly defeated, indicating that California women were not single-issue voters when it came to alcohol. Unlike Willard, the League focused on a single goal of getting rid of alcohol.

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The Dropped Sales Of Cereal would turn out to be the most effective political group in American history, setting a model for the way politics are still practiced today. Composed primarily of Methodists and Baptists, the Anti-Saloon League was well funded and highly organized, with a massive printing operation in Ohio that churned out tons of propaganda each month, effectively turning alcohol into a political wedge issue that mobilized supporters across the country. Led by Wayne Wheeler, the League primarily focused their attacks on the beer, wine, and liquor industries, in the belief that alcohol was a drug being pushed upon Americans, and once the pusher was eliminated, people would naturally stop drinking, as temperance, in their view, was the innate state of human beings.

What they either failed or merely chose not to recognize, was that while excessive drinking was indeed a serious problem, especially among the working class, alcoholism was also symptomatic of deeper underlying conditions arising from the massive industrialization, urbanization, and immigration transforming the country, including overcrowding, harsh working conditions, crime, and poverty.

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For all their talk of a moral movement to save people from alcohol by getting rid of the saloon, what the Anti-Saloon League and their temperance allies in the WCTU really worried about was who the saloon catered to: the immigrants flooding the country at the turn of the century. That was certainly true of the temperance movement in Petaluma. They were followed in the s by Swiss Italians from the Canton of Ticino, in the s by Portuguese from the Azores, Germans from the Isle of Fohr, and Danes from Frisia on the North Sea, and finally, in the early s, Eastern European and Oc Jews escaping the pogroms in their home countries. While these immigrants were eager to begin new lives in Petaluma, they were not willing The Dropped Sales Of Cereal give up their native culture, which included their drinking habits.

For most of them, drinking was not a moral vice but an integral part of their culture. They also served as headquarters for planning dances, festival, lectures, political hTe, and funerals. But rather than view these various cultures as part of the great American melting pot, the Anti-Saloon League and WCTU saw them as cauldrons of sin and debauchery.]