i've come to meet professor fiona measham, a leading expert on drink and drugs culture in the uk overn 1992. can you put that into context for me, into where my generation kind of fits in? yeah, absolutely. so it used to be that pubs were quite male spaces, male—dominated spaces. women might come along at weekends, but they would come along usually sort of at the invitation of men. there was a real change in the early 19905 that i saw. and i was doing research on raves, and what we could see was that the raves were really attractive for young women. there was a sense of equality and also, people weren't drinking. and so, i think, for the alcohol industry, this was a bit of a wake—up call. you know, there was a concerted effort to woo female customers. so we see the advent of alcopops. we see the start of the bottled spirit mixers and also shots, or shooters, for the first time that were marketed to young women and they were appealing to young women. i can remember alcopops coming out. i can remember being in uni and someone walking around with, you know, shots and, you know... in the