The Gin Craze: Economics of Legal Reform on Alcohol

Abstract

This paper deals with the Gin Craze which happened during 1700-1760 in London England. It will show the government intervention in promoting the purchasing of Gin and the shift in consumption by the London occupants. The change in taxes and encouragement socially altered the preferences citizens had from other beverages at the time which in turn created a "craze". There is nothing strange about the change in people switching their likings, but how the craze is portrayed is as though the decisions being made were irrational. It also will also deals with a comparison to a more modern reform of alcohol with the Prohibition within the United States during the 1920's. With both qualitative and quantitative information this paper aims explore the legal and social reforms that came with the mass consumption, and which policies lasted and can hopefully work in the long run.