A variety of forces aligned at the turn of the last century to make ethyl alcohol--what is today known as ethanol--inefficient and uneconomical as a fuel alternative. Rather than a case of inevitable technological unfolding, the transition from King Coal to Big Oil was a sociologically contingent event. As a controversy study, this paper seeks to avoid the reductionist tendencies of past historical analyses of fuel. The author also seeks to redress a fundamental gap within the STS literature on the subject of automobile/fuel socio-technical systems, where the story of ethyl alcohol remains conspicuously absent. Among studies that examine how/why the automobile became locked in, little is said about ethyl alcohol, even though, as this paper details, it remained part of the fuel landscape well into the 20th century. The paper begins with an overview of the landscape developments of fuel during the later decades of the 19th century. Attention then turns to examining the various factors that went into shaping the automobile/fuel socio-technical system within the US during the first half of the 20th century.