Chemical shifts of OH protons
Hydrogen bonding leads to deshielding in alcohols. Isolated ethanol in the gas phase has a shift of $\pu{0.55 ppm}$, while the shift is $\pu{0.8 ppm}$ in neat ethanol, so there is a shielding effect due to H-bonding. However, the OH shift is extremely sensitive to self association and/or solvent, resulting typically in greater deshielding. See for instance the table of shifts in reference [1].

According to Hore (in his Oxford NMR book), the charge distribution around the proton is polarized (mainly because the proton is attracted by the H-bond acceptor), effectively deshielding it. In any event, the hydrogen bond acceptor $\ce{O}$ transfers charge to the donor $\ce{O}$. The intervening H apparently gets the hard end of the bargain. 

[1]: Fulmer et al, Organometallics 2010, 29, 2176–2179