Most often, albeit with important exceptions and transgressions, gendered socio-cultural codes around women's drinking operating across diverse geographical and temporal settings tend to posit male drinking, especially in public venues, as normative. 2 Gender comprises one component of ‘the interlinked matrix of factors’, alongside age, class, occupation, sexuality, race/ethnicity, among others, that mould drinking practices and cultures, and vice versa. 1 While alcohol consumption clearly constitutes a bodily act involving various ‘biochemical, physiological, and pharmacokinetic’ responses in individual drinkers, it is also one that is enacted within particular – historically contingent and thus dynamic – social, cultural and political frames. Scholars across multiple disciplines, including history, anthropology, sociology, criminology and public health, have long acknowledged that ‘gender plays a major role in shaping the ways the world drinks’. Ultimately, it argues that despite attempts to construct women's drinking in archly nationalistic terms, the discourses and actual practices of Italian women around alcohol consumption operated within profoundly transnational frames. It then moves to examine sources left by interwar Italian women to explore what, how and when they drank. The article explains how Italian women were imagined and addressed by regime propagandists, alcohol industry producers and temperance campaigners as (a) simultaneously the principal victims of and responsibility bearers for male excess alcohol consumption, (b) potential ‘crisis-women’ whose unpatriotic drinking choices (whether English tea, French champagne or American cocktails) denoted their prioritising of fashion over fascist values and (c) gatekeepers of family alcohol consumer practices and consumers of alcohol in their own right. While the production of legislation, rhetoric and propaganda on alcohol consumption was dominated by men, women were identified as key constituents whose alcohol-related practices could make or break the causes of fascist propagandists, ‘anti-alcohol’ campaigners and alcohol industry associations. The history of alcohol production and consumption in Italy during the fascist dictatorship has only recently received attention alcohol's gendered dimensions, especially women's drinking, have been hitherto overlooked.
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