Hires To You headerThe Illustrated History of Hires Root Beer

1942 

IT HAPPENED IN…1942

Wage and price freezes, rent ceilings, and other anti-inflation measures took effect as the U.S. focused on the war.   The AFL and CIO agreed not to strike for the war’s duration.

College and university enrollment declined sharply.  Millions of men went to war, women took posts in industries and military support units, and rationing controlled consumption and preserved resources for war production.  Crime rates jumped due to youths having one last fling before entering the military.

“War time” became effective with clocks kept one hour ahead of standard time all year.

Executive Order 9066 required all immigrants and citizens of Japanese descent in the West Coast states be removed to internment camps.

Victory Gardens appeared as vegetable availability plunged, particularly in California where Japanese Americans had been growing two-thirds of the state’s vegetables.

Sugar rationing began May 5th.

Gasoline rationing began in 17 eastern states with a limit of three gallons per week set for nonessential driving.  A nationwide coupon system of gas rationing began December 1st.

Coffee rationing began November 29th.

The last new car manufactured in U.S. until 1945 rolled off the assembly line.

The “jitterbug” was the latest dance craze.  Zoot suits were in fashion for men.

Newly introduced products and inventions included napalm, bazooka weapons, surface-to-surface guided missiles, duct tape, instant coffee, and Kellogg’s Raisin Bran.

6,324 U.S. soft drink bottling plants were in operation.  Per capita consumption was 126.2 bottles.

As 1942 dawned, the soft drink industry started faced numerous challenges.  Metals were needed for war-related products, so they were suddenly in short supply for the production of crown caps, new machinery, and parts for machinery repairs.  Delivery fleets were impacted by the scarcity of fuel, lubricants, tires, and truck parts.  Of utmost concern were the restrictions on the availability of sugar for industrial use.  Sugar was by far the soft drink industry’s most essential ingredient and supply restrictions plagued manufacturers for years to come.

(Figure 1942-01, magazine advertisement)

(Figure 1942-02, magazine advertisement, June, 1942)