Introduced at the 1876 Centennial Exposition and powered by an historic advertising campaign, Hires Root Beer—launched 10 years before Coca-Cola—blazed the trail for development of the American soft drink industry. Its inventor, Charles Elmer Hires, has been described as “a tycoon with the soul of a chemist.” In addition to creating root beer, Hires, a devoted family man and a pillar of the Quaker community, became a leading importer of botanical commodities, an authority on the vanilla bean. Starting from scratch, he also built one of the world’s largest condensed milk companies.

Charles E. Hires and the Drink that Wowed a Nation chronicles the humble origin and meteoric business success of this extraordinary entrepreneur. Author Bill Double uses published interviews, correspondence, newspaper reports, magazine articles, financial data, and a small family archive to tell this story of native ingenuity. Here, the rough-hewn capitalism of the gilded age, the evolution of the neighborhood drugstore, the rise of advertising in creating mass markets, and the emerging temperance movement all come together in a biography that, well, fizzes with entrepreneurial spirit.

Popular culture remembers the settling of the Midwest as a golden era of unbounded opportunity, a time when every farm was a family farm and every farmer glowed with health. Pioneers in nineteenth-century Iowa, however, had to battle a formidable host of diseases during this golden era—malaria was endemic, smallpox and dysentery occurred in widespread epidemics, and typhoid, cholera, scarlet fever, and diphtheria had their seasons. Physicians in the growing Hawkeye State had little of the status and skill they command today, and herbalists, hydropaths, eclectics, Thomsonians, and homeopaths competed with purveyors of home remedies and patent medicines for their services.

The druggists of pioneer Iowa were artisan producers who compounded and prescribed botanical and chemical medicines, sold a variety of other merchandise from perfumes to paints, and dispensed the secret concoctions known as patent medicines, guaranteed to cure any condition, however alarming. In this compelling study, Lee Anderson tells the story of these early pharmacists and their hard-fought quest to legitimize their profession. While he confronts the politics of professionalism and the purpose of the pharmaceutical science and education, he also illuminates the mutual role of physicians and pharmacists in frontier health care.

With skill and humor, Anderson recreates an exciting time in midwestern history and provides insights into national issues of professionalism in medicine. His study will appeal to scholars in the history of medicine, pharmacy, and professionalism and to everyone interested in the history of the Midwest.