Here’s an explanation for the rise in popularity of cold beer, especially lager, that we’ve not come across before: pubs got hot.
Why did Guinness equate room temperature with 57 to 63 degrees Fahrenheit [13–17ºc] when it was obvious that the room temperature of pubs… could be higher than that?… I requested that Benson’s various resources go into action. We had long held the Blue-Band Margarine account, and that gave us a view on desirable room temperatures. I also asked the Brewers’ Society how many pubs had installed central heating… The answers were revealing. The room temperature of Public Houses had risen by at least 10% over the previous few years while the preferred ambient temperature of everything from Coca-Cola to canned beer in the home had gone down…
That’s from ‘Cool Guinness’, a short article by advertising man Brendan Nolan published in The Guinness Book of Guinness in 1988.
Could it be as simple as he suggests?
It certainly seems more plausible than the idea that people picked up the habit on holiday in Spain or doing National Service in Germany.