El consumo de vinos en el Uruguay del Novecientos. El desarrollo de la industria vitivinícola vrs campañas antialcoholistas

The Uruguayan process of industrialisation -that took place around 1870- allowed the development of the grape-growing and wine-making industry. This paper focus on the strategies developed by the viticulturists to expand the demand of wine and to generate consuming habits in the internal market. These strategies opposed to the prophylactic manifestations promoted by the medical discourse and the Legiones de Templanza that understood alcohol consuming as a social disease.