No self-respecting Victorian lady would enter a British pub, a florid drinking den where working men guzzled pints of beer. When brewers, inspired by the Progressive belief that the physical environment influenced moral behavior, turned to the problem of working-class drinking during the interwar years, they set to work reinventing the pub itself. Acting on a genuine belief in the possibility of social betterment, reformers found ready allies among not only government officials but religious leaders, social workers, journalists, the landed classes, even the royal family. In the process, brewers sought to undermine the stigma against pubic drinking and attract a broader clientele. Their Progressive ideas shaped the emergence of an `improved public house' that blurred distinctions among pubs, on one hand, and up-market hotels, restaurants, and roadhouses, on the other. Outside, cheerful gardens, children's playgrounds, and bowling greens greeted delighted customers. Inside,...

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