While Iron Man is a household name these days, thanks to his charismatic portrayal by Robert Downey Jr. in the Marvel Cinematic Universe, he wasn't always the publisher's most popular character. Despite his charming personality, he was always a billionaire weapons manufacturer and war profiteer – but that all changed with one 1979 story arc: "Demon in a Bottle."
Occurring in The Invincible Iron Man (Volume 1) #120-128 – written by David Michelinie, with art by John Romita Jr. – "Demon in a Bottle" addressed the real-world ramifications of Tony Stark's cosmopolitan character portrayal, by asking how Tony could keep being Iron Man when otherwise he would be too drunk to drive.
As his friends and loved ones worried about him, Iron Man's most powerful enemy was revealed to be Tony Stark himself, in a story that fundamentally changed the character, and arguably Marvel Comics as a whole, forever.
Marvel Comics' Definitive Iron Man Storyline, "Demon in a Bottle," Explained
Beginning In The Invincible Iron Man (1968) #120 – Written By David Michelinie; Art By John Romita Sr. & Bob Layton
"Demon in a Bottle" is a slow burn; while the arc takes place over nine issues, the first eight issues play out in relatively familiar Bronze Age comic storytelling fashion. A flying tank hits the commercial jet he's in; Iron Man faces off against Namor; he battles a group of Roxxon Oil mercenaries; his Iron Man armor malfunctions on his flight home, though he can't find anything wrong; later, it malfunctions again and shockingly causes the death of a foreign diplomat. Later, on an Atlantic City date with Bethany Cabe is interrupted by Whiplash, Blizzard, and the Melter.
If comic books up to this point had been criticized as frivolous, at worst, and at best, were considered metaphors for real issues, "Demon in a Bottle" showed it was possible to tell a serious story in the medium.
Notably, the story introduces one of Tony Stark's billionaire nemeses: Justin Hammer. Hammer is the driving force behind Tony's problems, as he caused the armor malfunctions, sent the trio of villains to Atlantic City, and otherwise tried to ruin his life. His company lost out on a lucrative bid to Stark International, so none of this was personal; it was strictly business. While Tony doesn't have his Iron Man armor with him, he still has his wits: he escapes his room, destroys the machine that controlled his armor, and evades a base full of costumed villains until the police arrive.
What made the "Demon in a Bottle" arc stand out at the time, and in retrospect, makes it an important part of comic book history, was that it told a mature, meaningful story about a real-world issue, using an established comic book hero as its protagonist. If comic books up to this point had been criticized as frivolous, at worst, and at best, were considered metaphors for real issues, "Demon in a Bottle" showed it was possible to tell a serious story in the medium.
Iron Man's Battle With Alcoholism Defined "Demon In A Bottle" – And Tony Stark's Character Trajectory For Years After
The Story's Pivotal Beats, Explained
In a sense, "Demon in a Bottle" was the start of a shift in comic book storytelling that took hold in the 1980s; it can be argued that the arc set the stage for Alan Moore's Watchmen, published just seven years later. In fact, comic fans know Moore's original intention was to do with DC Comics characters what David Michiline did with Iron Man – utilizing their untapped potential to tell serious, dramatic stories. For Michiline himself, this wasn't an intentional project, but rather a "happy" accident of recognizing the story potential in Tony Stark's relationship with alcohol.
Throughout all of these adventures there is one throughline – Tony Stark is drinking too much. His standoff with Namor is hampered by the four martinis he had on the plane. On his date, Bethany tries to stop him from opening a bottle of champagne, saying he's had enough. When a Stark International employee asks Iron Man to represent the company for the ambassador's visit, Tony pours himself a drink at 9:30 in the morning, excusing himself with a variation on, "it's 5 o'clock somewhere." The last straw is when he drunkenly insults Jarvis so badly that the faithful butler quits.
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One of the best aspects of the story is that Tony's excessive drinking is framed as almost understandable. He was friendly with Nick Fury and SHIELD, until he discovered the government was buying controlling shares of Stark International. Justin Hammer framed Iron Man for murdering a foreign ambassador in front of hundreds of witnesses. In this era, Iron Man was still a secret identity for Stark, so not only was his double life exhausting, but he couldn't talk about his troubles with anyone. Every time Tony said that he needed a drink, the reader was primed to agree with him.
Tony Stark Learned To Take His Recovery One Day At A Time
The Invincible Iron Man (1968) #128 – Written By David Michelinie; Art By John Romita Jr. & Bob Layton
All of this comes to a head in The Invincible Iron Man (1968) #128. Tony's girlfriend Bethany reveals that she's a widow; her husband Alex died after his addiction to pills caused him to swerve off the road. She knows what addiction looks like, and sees it in Tony, begging him to get sober. The panels of the arrogant Tony Stark holding out his hand and asking for her help made a powerful image; the next page is full of vignettes without panels, moments that blend together of Tony going through withdrawal, and coming out the other side alright.
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A single page of getting clean seems potentially overwhelming, but the comic doesn't end there. After apologizing to Jarvis and getting him to come back, Tony discovers that Jarvis sold his two shares in Stark International – two shares that Tony was certain would never get into SHIELD's hands. Control in his company is pulled out from under him, and it is his own fault. Returning home, he reaches instinctively for the bottle, as Bethany and Jarvis beg him to remember everything else good in his life. Tony doesn't relapse, and puts the cap back on, before having a cup of coffee.
"Demon in a Bottle" Shaped Iron Man's Future As A Leading Marvel Hero
The Invincible Iron Man (2022) #14 – Written By Gerry Duggan; Art By Andrea Di Vito & Bryan Valenza
Like many in recovery, Tony Stark's struggle with alcoholism didn't end in this issue. The storyline was widely praised, and returned the spotlight to a character whose popularity had been lagging. Other writers over the next four decades picked up the baton and ran with it. Writer Denny O'Neill famously had Stark relapse in issue #168's "The Empty Shell", leading to Rhodey putting on the Iron Man suit for the first time, when Tony was too drunk to function. Iron Man's battle with alcohol is still part of the character today; it has been woven into his modern story effectively by writers such as Gerry Duggan.
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Interestingly, actor Robert Downey Jr. had his own struggles with addiction, which was one of the reasons RDJ was a perfect Iron Man. Writer/director Jon Favreau said he didn't think addiction would work with the lighter tone of the movies, but elements from "Demon in a Bottle" still found their way into the MCU. In Iron Man 2, Tony drinks too much and embarrasses himself; in Iron Man 3, Tony is separated from his suit and has to save the day as just a man. Luckily, the comics show the true depth of Iron Man, and how his problems are what define his strengths.
Iron Man: Demon in a Bottle is available now from Marvel Comics.
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Iron Man
Anthony "Tony" Edward Stark, AKA Iron Man, is a Marvel Comics superhero who has enjoyed several years of the spotlight and has become a mainstay in several Marvel media franchises. After suffering a critical injury, Tony creates a specialized armored suit powered by an arc reactor, which keeps him alive. Egotistical but good-hearted, Tony utilizes his super intellect and inventions to fight to protect humanity from various threats, eventually becoming a founding member of the Avengers. In 2008, the Marvel Cinematic Universe was kicked off with the film Iron Man, which starred Robert Downey Jr. as the superhero.
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