How ironic. Prohibition ended 90 years ago, on Dec. 5 1933. You might think the major bev/al players – the big trade associations and the major companies – would mark the anniversary with some major events – big parties, press events, etc.
But it appears brewers, distillers and vintners haven't any major plans to celebrate the end of Prohibition 90 years ago. If there are, we haven't heard of them.
You want to know who is marking the Repeal of Prohibition? AFTER Alcohol-Free Magazine. That's right, a magazine that says it is for non-drinkers, the sober-curious, and anyone examining their relationship with alcohol is hosting an Alcohol-Free Prohibition Party on Dec. 1, 2023, from 7 p.m. to 11 p.m. on New York's Lower East Side.
As far as we know, there won't be any bashing of beer, wine or spirits. What there will be is jazz by "After Dark ," a jazz ensemble; dance grooves by Chicago's own DJ Quad and, oh, yes, alcohol-free cocktails provided by Abstinence Spirits, Amethyst NA Spirits and Blind Tiger.
Costumes are encouraged, and 1920s "Flapper" or "Ganster" costume kits are available for $25 with the purchase of a general admission ticket for $60. Magazine subscriptions are available for $20. A Deluxe package that includes all the above costs $100.
Frankly, it sounds like a lot of fun. If we were in the New York metropolitan area, we'd seriously consider going.
Meanwhile, we have three hopes:
One is that at least one bev/al industry player with "deep pockets" has a celebration of its own planned to mark the end of Prohibition.
The second is that bev/al marketers will consider advertising their non/low alcohol products in After. With roughly one-third of legal age adults not drinking anything, it makes sense to us for bev/al companies to go after this market in a serious way.
And the third is that bev/al marketers and trade associations will lay plans now to celebrate the 95th and 100th anniversaries of Repeal of Prohibition.