If one were to trust this statement made in 1960 by the Bourbon Institute, there might be good grounds for reversing the classical dominant narrative on the postwar Americanization of Italy and considering, rather, the parallel Italianization of American society, or, more properly, for reframing the Americanization narrative as a two-way process defined by mutual influences and exchanges. The Bourbon Institute article, in fact, goes on to argue that “we have so many tastes in common with Italians that we believe they might find a welcome for one of our great traditions. It's called Bourbon Whiskey and in the United States it is a social institution” (Trade with Italy 1960h). Bringing to the forefront Americans’ increasing enthusiasm for Italian products and styles was thus intended to support the further spread of American products and “great traditions.” American items could easily spread in Italy, it was argued, because Italians and...

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