Early modern period
During the early modern period (1500–1800), Protestant leaders such as Martin Luther, John Calvin, the leaders of the Anglican Church, and even the Puritans did not differ substantially from the teachings of the Catholic Church: alcohol was a gift of God and created to be used in moderation for pleasure, enjoyment and health; drunkenness was viewed as a sin (see Christianity and alcohol).
From this period through at least the beginning of the 18th century, attitudes toward drinking were characterized by a continued recognition of the positive nature of moderate consumption and an increased concern over the negative effects of drunkenness. The latter, which was generally viewed as arising out of the increased self-indulgence of the time, was seen as a threat to spiritual salvation and societal well being. Intoxication was also inconsistent with the emerging emphasis on rational mastery of self and world and on work and efficiency.
In spite of the ideal of moderation, consumption of alcohol was often high. In the 16th century, alcohol beverage consumption reached 100 liters per person per year in Valladolid, Spain, and Polish peasants consumed up to three liters of beer per day. In Coventry, England, the average amount of beer and ale consumed was about 17 pints per person per week, compared to about three pints today; nationwide, consumption was about one pint per day per capita. Swedish beer consumption may have been 40 times higher than in modern Sweden. English sailors received a ration of a gallon of beer per day, while soldiers received two-thirds of a gallon. In Denmark, the usual consumption of beer appears to have been a gallon per day for adult laborers and sailors. It is important to note that modern beer is much stronger than the beers of the past. While current beers are 3-5% alcohol, the beer drunk in the historical past was generally 1% or so. This was known as 'small beer' and was drunk instead of water which, unboiled, was prone to carrying disease.
However, the production and distribution of spirits spread slowly. Spirit drinking was still largely for medicinal purposes throughout most of the 16th century. It has been said of distilled alcohol that "the sixteenth century created it; the seventeenth century consolidated it; the eighteenth popularized it."
A beverage that clearly made its debut during the 17th century was sparkling champagne. The credit for that development goes primarily to Dom Perignon, the wine-master in a French abbey. Around 1668, he used strong bottles, invented a more efficient cork (and one that could contain the effervescence in those strong bottles), and began developing the technique of blending the contents. However, another century would pass before problems, especially bursting bottles, would be solved and sparkling champagne would become popular.
The original grain spirit, whisky and its specific origins are unknown but the distillation of whisky has been performed in Scotland and Ireland for centuries. The first confirmed written record of whisky comes from 1405 in Ireland, the production of whisky from malted barley is first mentioned in Scotland in an entry on the 1494, although both countries could have distilled grain alcohol before this date.
Distilled spirit was generally flavored with juniper berries. The resulting beverage was known as jenever, the Dutch word for "juniper." The French changed the name to genievre, which the English changed to "geneva" and then modified to "gin." Originally used for medicinal purposes, the use of gin as a social drink did not grow rapidly at first. However, in 1690, England passed "An Act for the Encouraging of the Distillation of Brandy and Spirits from Corn" and within four years the annual production of distilled spirits, most of which was gin, reached nearly one million gallons. It should be noted that "corn" in the British English of the time meant "grain" in general, while in American English "corn" refers principally to maize.
The dawn of the 18th century saw the British Parliament pass legislation designed to encourage the use of grain for distilling spirits. In 1685, consumption of gin had been slightly over one-half million gallons but by 1714 it stood at two million gallons. In 1727, official (declared and taxed) production reached five million gallons; six years later the London area alone produced eleven million gallons of gin. The English government actively promoted gin production to utilize surplus grain and to raise revenue. Encouraged by public policy, very cheap spirits flooded the market at a time when there was little stigma attached to drunkenness and when the growing urban poor in London sought relief from the newfound insecurities and harsh realities of urban life. Thus developed the so-called Gin Epidemic.
While the negative effects of that phenomenon may have been exaggerated, Parliament passed legislation in 1736 to discourage consumption by prohibiting the sale of gin in quantities of less than two gallons and raising the tax on it dramatically. However, the peak in consumption was reached seven years later, when the nation of six and one-half million people drank over 18 million gallons of gin. And most was consumed by the small minority of the population then living in London and other cities; people in the countryside largely consumed beer, ale and cider.
After its dramatic peak, gin consumption rapidly declined. From 18 million gallons in 1743, it dropped to just over seven million gallons in 1751 and to less than two million by 1758, and generally declined to the end of the century. A number of factors appear to have converged to discourage consumption of gin. These include the production of higher quality beer of lower price, rising corn prices and taxes which eroded the price advantage of gin, a temporary ban on distilling, an increasing criticism of drunkenness, a newer standard of behavior that criticized coarseness and excess, increased tea and coffee consumption, an increase in piety and increasing industrialization with a consequent emphasis on sobriety and labor efficiency.
While drunkenness was still an accepted part of life in the 18th century, the 19th century would bring a change in attitudes as a result of increasing industrialization and the need for a reliable and punctual work force. Self-discipline was needed in place of self-expression, and task orientation had to replace relaxed conviviality. Drunkenness would come to be defined as a threat to industrial efficiency and growth.
Problems commonly associated with industrialization and rapid urbanization were also attributed to alcohol. Thus, problems such as urban crime, poverty and high infant mortality rates were blamed on alcohol, although "it is likely that gross overcrowding and unemployment had much to do with these problems." Over time, more and more personal, social and religious/moral problems would be blamed on alcohol. And not only would it be enough to prevent drunkenness; any consumption of alcohol would come to be seen as unacceptable. Groups that began by promoting the moderate use of alcohol instead of its abuse- would ultimately form temperance movements and press for the complete and total prohibition of the production and distribution of beverage alcohol. Unfortunately, this would not eliminate social problems but would compound the situation by creating additional problems wherever it was implemented.
Alcoholic beverages played an important role in Colonial America from the very beginning. The Puritans brought more beer than water on the Mayflower as they departed for the New World. While this may seem strange for Puritans viewed from the modern context, it should be understood that drinking wine and beer at that time was safer than water - which was usually taken from sources used to dispose of sewerage and garbage. Their experience showed them that it was safer to drink alcohol than the typically polluted water in Europe. Alcohol was also an effective analgesic, provided energy necessary for hard work, and generally enhanced the quality of life.
For hundreds of years their English ancestors had consumed beer and ale. Both in England and in the New World, people of both sexes and all ages typically drank beer with their meals. Because importing a continuing supply of beer was expensive, the early settlers brewed their own. However, it was difficult to make the beer they were accustomed to because wild yeasts caused problems in fermentation and resulted in a bitter, unappetizing brew. Although wild hops grew in New England, hop seeds were ordered from England in order to cultivate an adequate supply for traditional beer. In the meantime, the colonists improvised a beer made from red and black spruce twigs boiled in water, as well as a ginger beer.
Beer was designated X, XX, or XXX according to its alcohol content. The colonists also learned to make a wide variety of wine from fruits. They additionally made wine from such products as flowers, herbs, and even oak leaves. Early on, French vine-growers were brought to the New World to teach settlers how to cultivate grapes.
Colonists adhered to the traditional belief that distilled spirits were aqua vitae, or water of life. However, rum was not commonly available until after 1650, when it was imported from the Caribbean. The cost of rum dropped after the colonists began importing molasses and cane sugar directly and distilled their own. By 1657, a rum distillery was operating in Boston. It was highly successful and within a generation the production of rum became colonial New England's largest and most prosperous industry.
Almost every important town from Massachusetts to the Carolinas had a rum distillery to meet the local demand, which had increased dramatically. Rum was often enjoyed in mixed drinks, including flip. This was a popular winter beverage made of rum and beer sweetened with sugar and warmed by plunging a red-hot fireplace poker into the serving mug. Alcohol was viewed positively while its abuse was condemned. Increase Mather (d. 1723) expressed the common view in a sermon against drunkenness: "Drink is in itself a good creature of God, and to be received with thankfulness, but the abuse of drink is from Satan; the wine is from God, but the drunkard is from the Devil."