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The Prohibition era (1920-1933) was a bold attempt to eliminate alcohol from American life, aiming to curb its negative societal effects. Instead, it unleashed unintended consequences that still echo today.
Yet, nearly a century later, a quiet debate about alcohol’s role is resurfacing. A six-member panel, colloquially known as the “Hush Hush Committee,” within the U.S. Department of Health and Human Services is reviewing current alcohol guidelines. The inclusion of three Canadian members has sparked intrigue, as their perspectives could shape U.S. policy.
As the founder of Blind Tiger, a brand offering non-alcoholic and low-ABV cocktails, and Room 33 Speakeasy, I’ve spent much of my career at the intersection of hospitality and culture, observing how alcohol’s role continues to evolve. Our brand draws inspiration from Prohibition’s speakeasies, and history has shown us that overregulation often backfires. The lessons of Prohibition should be a cautionary tale as we navigate the future of alcohol consumption.
Learning from Prohibition
Prohibition was a well-intentioned but ultimately flawed effort to eliminate alcohol from American society. Rather than curbing alcohol consumption, it drove the opposite: Speakeasies and illicit distilleries flourished, and figures like Al Capone capitalized on the black market for alcohol. Crime surged, and the federal inmate population increased, with one estimate showing a 561% rise. Economically, the government loss of $11 billion in tax revenue from alcohol sales—a loss felt deeply during the Great Depression. Perhaps most tragically, over 10,000 people died from consuming tainted alcohol like “bathtub gin.”
For Blind Tiger, which draws its inspiration from the resilience of these Prohibition-era speakeasies, this history is a reminder that overregulation often leads to unintended harm. It is vital that we learn from the past and avoid repeating it, particularly as today’s policymakers debate alcohol’s role in our culture.
The Modern Debate: Alcohol Consumption Under Scrutiny
A six-member panel is currently reviewing alcohol consumption guidelines, with several members advocating for the view that no amount of alcohol is safe. The notion that a panel—particularly one with international members who may not fully grasp the cultural and societal nuances of alcohol consumption in the U.S.—could make sweeping recommendations that impact millions of Americans is concerning. The decision to label all alcohol consumption as unsafe could have far-reaching implications, potentially alienating a significant portion of the population and undermining public trust in health guidelines.
Studies have shown that moderate alcohol consumption can offer health benefits, including a reduced risk of heart disease and stroke. According to the Harvard School of Public health, moderate drinking—up to one drink per day for women and two for men—has been linked to these positive outcomes.
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Many key players in the industry are paying attention to this growing trend. Chris Swonger, CEO of the Distilled Spirits Council of the United States (DISCUS), spoke about this in an interview with Just Drinks, mentioning the “growing global threat of anti-alcohol advocacy.” He emphasized the importance of science-backed, evidence-based recommendations for governments when advising consumers on alcohol intake, highlighting the need for a balanced, informed approach amidst this rising movement.
As this debate unfolds, it is essential to consider not only the health risks of alcohol but also the social and cultural role it plays in people’s lives. Blind Tiger was founded on the belief that everyone should have the freedom to enjoy a great drink — whether it includes alcohol or not. Our mission is about creating an inclusive drinking experience for all, and this focus on moderation aligns with the growing movement toward healthier, more mindful choices — not the elimination of them.
For Industry Leaders
In light of the Committee’s deliberations, leaders in the beverage industry can feel empowered by focusing on the following key strategies:
1. Diversify Product Offerings: It’s important to evaluate your portfolio and ensure a range of options that cater to shifting consumer preferences, including low- and no-alcohol beverages. Offering diversity in products can not only prepare your brand for potential regulatory changes but also appeal to the growing trend of mindful drinking, aligning with health-conscious consumers without alienating others. This is a proactive step to future-proof your brand in case of stricter guidelines.
2. Explore Strategic Partnerships: Connect with other industry players who share similar values or offer complementary products. Collaborating with companies focused on wellness or innovation can help you strengthen your position in a more regulated market.
3. Reinforce Your Core Mission: Staying rooted in your brand’s core mission is crucial. Prepare your team to respond swiftly to any new regulations but maintain your brand’s integrity and commitment to creating an inclusive experience for all.
A Call for Balance and Inclusivity
The lessons of Prohibition, particularly the unintended consequences of overregulation, serve as a cautionary tale. As this Committee deliberates, they must prioritize balance. Rather than promoting extreme abstinence, they should encourage responsible consumption and provide consumers with the ability to make better — more informed — choices. The future of drinking culture lies in inclusivity, moderation and personal freedom, ensuring everyone can celebrate their way without the harmful echoes of the past. In the end, the United States should tread carefully, ensuring that any new guidelines are balanced, evidence-based and reflective of the diverse views and experiences of its own citizens.
