In the old west drinking establishments were called saloons. They were the hangouts for tough men and prostitutes, which gave the establishments a bad name.
Ultimately saloons’ unruly reputation led to a movement for total abstinence from alcohol. In 1919 Prohibition was passed into law.
Savvy bar-keepers, now forced underground, changed their image to that of the “speakeasy”. While saloons only worked to appeal to men, speakeasies also courted women, who in 1920 were given the right to vote.
Feeling empowered by gaining access to the once male-only world of saloons, women looked for ways to use their vote. With the help of the women’s vote and the new image of drinking establishments, prohibition was repealed in 1933.
How can you change your image to get the results you desire?
