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This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture.

The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.

The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.

The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.

This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

The purpose of this paper is to reconstruct the marketing history of medical marijuana cigarettes in the past three decades of Austria-Hungary.

This paper constructs an analytical narrative based on information scattered in historical periodicals.

Towards the end of Habsburg rule, two Ljubljana-based pharmacists, the Trnkóczy brothers, managed to establish themselves as monopolistic suppliers of pre-rolled medical marijuana cigarettes for the entire Austrian part of the dual monarchy. Garnering the support of the regional Carniolan Government, Julius von Trnkóczy successfully argued his wares were not affected by the prohibition passed against imported French medicinal cigarettes. This happened despite medical opposition, suggesting that Trnkóczys could only operate this business because of their elevated social status. In the past decade of the 19th century, Ubald von Trnkóczy took advantage of newly loosened regulation to obtain an official permit by the royal-imperial government in Vienna. This was followed, in late 1909, by an advertising campaign covering mass media throughout the empire. This was enabled, amongst others, by a cutting down on medicinal claims. Their declining price is further indication that the cigarettes were mass marketed, especially as their core ingredient, cannabis, underwent price inflation.

Because of its later illegality, the research subject was for a long time considered embarrassing, leading to an absence of retrievable documents. Missing archival sources are thus a major limitation, but one which can be overcome by the concurrent reading of historical periodicals – ranging from mass-market newspapers to specialist journals and legal texts. This paper has implications for 21st-century challenges in the marketing of newly legalized medical marijuana.

This paper discusses the marketing history of cannabis, a drug rarely discussed in historical literature outside its medical and regulatory context, and reconstructs previously forgotten case histories.