Several changes in the drinks industry shifted what was consumed, and by whom. One of the most radical changes was the introduction of affordable wine to supermarkets in the 1960s
. Wine could be drunk at home, welcoming women to the drinking fold like never before. At the same time, the political and societal upheaval of second-wave feminism changed things for women in more ways than one. Dr Amanda Atkinson
, a senior researcher with the Public Health Institute
, tells me: "As women became more liberated and economically independent, they began to participate in drinking but were morally judged for doing so by transcending traditional notions of femininity. For example, they [could] be labelled as lacking femininity, as being sexually promiscuous, as being 'out of control' when intoxicated and neglectful of traditional roles (e.g. mothers, wives and carers, passive, domestic)."