Prior to Prohibition, there were thousands of breweries in the United States, mostly brewing heavier beers than modern US beer drinkers are used to. Beginning in 1920, most of these breweries went out of business, although some converted to soft drinks and other businesses. Bootlegged beer was often watered down to increase profits, beginning a trend, still on-going today, of the American palate preferring weaker beers. Consolidation of breweries and the application of industrial quality control standards have led to the mass-production and the mass-marketing of huge quantities of light lagers.