by Barbara Rimkunas
This "Historically Speaking" column was published in the Exeter News-Letter on Friday, July 29, 2022.
In 1933, with the end of prohibition in sight, Exeter braced itself for the return of dry versus wet political battles. New Hampshire had been dry since 1917, when wartime restrictions were placed on alcohol. Even before the war, the state had limited access to the public by creating ‘licensing laws,’ which allowed individual towns to decide whether to authorize alcohol sales. Before national prohibition in 1920, Exeter, like most New Hampshire towns, held a citizens vote every two years to decide the issue – and these elections were sometimes heated.
Everyone seemed to accept that prohibition would be repealed. The amendment had been approved by both houses of Congress and sent out to the states for ratification. But there were lingering issues that needed resolution. First was the question of beer – beer with alcohol levels of 3% were legalized before prohibition ended. A state beer commission was created by Governor Winant in May, which included Exeter’s James A. Tufts, Jr. Beer licenses would bring in much needed revenue. The Exeter News-Letter was opposed to ending prohibition. John Templeton, the editor, noted “On Tuesday…beer was legally sold to be drunk on the premises on Water Street in Exeter. It would be interesting to hear what comments a former occupant at this location, the late John G. Cutler, might make regarding the law and the alcoholic content of the beverages sold.” It’s odd that Templeton brought Cutler into the conversation. John Cutler was a Black saloonkeeper in Exeter until his business burned in 1875. His uncle, Nathaniel Cutler, had sold ale in earlier decades. Perhaps John Cutler had become a temperance man after the fire. His hotel businesses in Hampton Beach tell us little about his stand on alcohol.
Even with the legality of beer, there were people in town concerned about the possibility of hard liquor sold in saloons. Maybe, just maybe there was still time to make a stand on the potential repeal of prohibition. The vote was due in June. “To a fair-minded person,” wrote Templeton, “who has lived in the days before prohibition, it requires no argument to prove that life is better today than it has ever been before.” It was true that Exeter had not suffered from the crime associated with prohibition. He went on, “False propaganda cannot change facts. Wasted lives, crime and poverty have been the result of liquor selling in all ages and in all countries, and with all its faults we believe that the present law is better for the people of the United States than legalized liquor selling, under whatever restrictions. We hope New Hampshire, whatever the result elsewhere, will stand fast next Tuesday for its time-honored principle of prohibition.”
Exeter did not stand fast. The vote to repeal won 786 to 436 in the special election. The following November, townsfolk had to approve or disapprove authorizing a liquor agency storefront in town. Again, the Exeter News-Letter opposed the idea. “The agency will draw from the pockets of the poor, money sorely needed for clothes and food for the family. It will encourage drunkenness and waste. There is no excuse for such an agency in Exeter, since the few who think liquor indispensable can procure it at Portsmouth. Let us keep Exeter free from this evil.” This time, the vote was close. Exeter approved a state liquor store 865 to 840. Within a year, Exeter had a liquor store in the Kimball building on Water Street, managed by Reginald Stevenson with assistance from Ernest Bretschneider.
Opposition tried to halt sales again in 1938, but by then drinking had infiltrated popular culture. Every film – even cartoons – had characters knocking back drinks. Living rooms in movies invariably had a small bar. “Shall beverages be sold in this city or town under permits granted by the State Liquor Commission under the provisions of Chapter 99 of the Laws of 1933, and amendments thereto?” asked the ballot. 1172 voters approved keeping the liquor store. Only 616 disagreed.
Years later, there were people still angry enough about this decision to prompt a letter to the editor. Dentist Adelbert Lamson fired off this criticism to the Exeter News-Letter: “When I was a small boy we always liked it for we could depend on it for the truth. I like all of it but the booze ads. I know you know that alcohol is a poison. It causes more sin, trouble, divorce, sickness, insanity and crime than any other thing in the country.” John Templeton, the long-time editor, had died in 1938. “I am wondering what John Templeton would say if he should come back and see a booze ad in the Exeter News-Letter.” His complaints went on for a full column, ending with, “I hope you read all of this. You can print it in your paper if you dare to.” Editor, Harry B. Thayer, Jr. noted below, “I not only read all of it but I copied it.”
Barbara Rimkunas is curator of the Exeter Historical Society. Support the Exeter Historical Society by becoming a member! Join online at: www.exeterhistory.org
Image: Six years after the repeal of prohibition, Exeter was still holding votes on whether to repeal the repeal. This advertisement ran in the Exeter News-Letter on November 4, 1938.