Chapter 1
Beverage Service Industry
What Will You Learn From This
Chapter?
Do you want to know the beginning of the
beverage service industry? Why beverage service
is one of the important in the world business?
In this chapter, you will learn the history of
beverage industry.
After studying this chapter, you
should be able to:
Know the history of the beverage
service industry
Identify the types of bar
Classify various forms of bar
Definition:
Bars – are establishments or businesses that primarily offer
beverages, food and sometimes entertainment and other
services to its customers.
Beverage Service Industry – is an industry comprising of
establishments or businesses that offer primarily beverages,
foods and sometimes entertainment and other services.
History:
Can be traced back to the time of
Sumerians (4000 BC) through
written records.
Sumerians were considered the
most progressive group of people.
Some part of Sumer is the present
Iraq.
◦ Sumerians were skilled traders,
farmers and craftsmen.
Taverns – were places serving beverage particularly “ale” and
places for social gatherings.
◦ Derived from the Latin term taberna and the Greek
taverna, whose original meaning was a shed or
workshop..
◦ By the 19th century the word tavern had evolved into the
current term being public house or pub house or pub.
Empire Era 3200 – AD 476
In ancient Egypt, a papyrus warns “do not
get drunk in taverns… for fear that people
repeat words which may have gone out of
your mouth with out you being aware of
being uttered them.”
◦ An indication that early people already knows the
effects of alcohol to the body and mind.
Early Modern (AD 1600 – AD 1800), the introduction of
stagecoaches became the means of transportation.
Post houses were built along stagecoach routes and serve as a
place for food and drinks and accommodation for travelers.
Post houses is also considered in today as gasoline stations
where tired horses were changed for fresh horse to continue a
fast travel.
American Taverns:
◦ Taverns served as a place or rendezvous for revolutionaries.
◦ Taverns were brought by British to America:
◦ 1643 – the beginning of American Beverage Service Industry.
◦ Coles Ordinary – the 1st American tavern.
◦ In Massachusetts 1656, a town without a tavern was penalized.
Early American Taverns:
◦ Hancock Tavern
◦ Green Dragon
Queens Head or Fraunces Tavern, ◦ Raleigh Tavern
54 Pearl st cor Broad st NYC
◦ Queens Head or Fraunces Tavern
Green Dragon Tavern, 11 Marshall St
Boston, MA 02108
Raleigh Tavern,
Hancock Tavern,
Colonial Williamsburg
668 Hancock Street, Quincy, MA
02170
In 1920 – Prohibition Law or 18th
Amendment Law was passed – this made
manufacturing, selling, and importation of
alcoholic beverage in America illegal.
The Prohibition Law caused large
numbers of establishments stopped to
operate, people lost their jobs and the
government lost a large amount of
revenue from the taxes generated from
those establishments, and made known
as a major cause of The Great
American Depression.
Speakeasies – places that
sold illegal liquors.
Moonshines – term used for
illegal liquors produced during
night time.
Bootleggers – illegal
suppliers of illegal liquors.
Bathtub Gin – Gin made in
the bathtub, because the
preferred style of bottle didn't
fit in the kitchen sink.
Rumrunners – alcohol
smugglers
Connie’s Inn, a major speakesy
In the 1920’s and 1930’s
On 1933, the 21st Amendment was passed to repeal the
Prohibition Law.
Dram shop Law or Third Party
Liability Law
This law shifted the liability for damages in the
drunken driven incident from the driver who
caused the accident to the server or the place
that served the drink to the driver.
Development of Beverage Industry in
the Philippines
San Miguel Corporation History
◦ 1890 – founded by Don Enrique Maria Barreto de
Ycaza in San Miguel district in Manila, the La Fabrica
de Cerveza de San Miguel, the first brewery in South
East Asia.
◦ 1913 – it became a corporation and began exporting
beer in Guam, Hong Kong and Shanghai.
◦ 1922 – the year which started producing soft drinks
at the Royal Soft Drinks Plant.
1925 – the year that started producing ice
cream at the Magnolia ice Cream Plant.
1927 – the year that started bottling of Coca
Cola in the Philippines.
1938 – entered the glass industry, supplying the
company’s bottling needs.
1963 – San Miguel Brewery was renamed San
Miguel Corporation; the largest food, beverage
and packaging company in the Philippines.
The
Board of Directors,
San Miguel Group Corp. (SMG Corp.)
Eduardo “Danding” M. Cojuangco, Jr. Chairman and CEO
Ramon S. Ang, President
and Chief Operating Officer (COO)
TYPES OF BAR
Beverage-Only Bar
Serves beverage alone with no food beyond
snacks
Bar/Entertainment Combination
Offers drinks and a range of entertainment
Dancing
Singing
Sports
Live Performances
Live Band
Stand up comedy
Fashion Show
Striptease
Piano music
Food and Beverage Combination
Serving food with beverage usually with
some kind of food service.
Bar and Restaurant
Service Bars
Hotel Beverage Operation
Three or more bars in one roof with different
purpose and ambience.
Lobby bar - the bar located at the lobby area
of the hotel usually used by the guest as a venue
for business meetings or transactions during
night time.
Coffee shop - – mostly located in the lobby o
near the lobby were both food and drinks can
be served to the guest particularly coffee
Cocktail lounge/piano bar - the place where
live or piano music is performed.
Restaurant bar/service bar - means any area of
a restaurant, excluding the dining area, that is
primarily devoted to the serving of alcoholic
beverages for consumption by guests on the
premises and in which food service, if any, is
only incidental to the consumption of such
beverages.
Disco bar/night club - – here in the Philippines,
we define nightclub as a strip joint. But, in other
place4s, a night club is a bar with live bands
and/or a disco hall.
Videoke Bar a very popular form of bar and
entertainment where guests are the ones
performing.-
Poolside bar - bar located at the poolside.
Guest takes a dink after or during swimming to
ease the thirst and also to provide some
warmth during colder season.
Banquet bar - whether from a hotel or a free-
standing bar, a banquet bar is a type of bar
which can be found in functions or catering.
The only disadvantage here is that the
bartender here is “on-call”, which means , his
duty has no definite date.
Open bar - a bar (as at a wedding reception) at
which drinks are served free.
Limited bar - This could mean only offering beer
or wine, perhaps along with a signature ... only a
limited choice of beverages in the form of a
cash bar.
Mini-bar - a bar in a guest room for guest
convenience. Alcoholic drinks in mini-bar are
usually in a miniature size bottle to ensure
proper inventory of the drinks after the guest
have checked out
Lobby bar Disco bar/
night clubs
Coffee shops
Cocktail lounge/
piano bar Poolside bar
Mini-bar
Videoke bar
Open bar set-up
Limited bar set-up
Airline Beverage Service
Drinks served on airline passengers
Cruise and Passenger Ship Beverage
Service
Drinks are served on cruise ship liners and
passenger ship vessels
Rail Beverage Service
Drinks are served on rail travel passengers.
Coffee Shops / Coffee Houses/ Café
A place specializing on coffee and serves as
a meeting place particularly for
transacting business.
Tea Houses/
Tea Room
A small room or restaurant where
beverages and light meals are served,
often catering chiefly to women and the
place has a sedate or subdued
atmosphere. It also serves a place for
business or transaction.
Taverns
A place of business where people gather to
drink alcoholic beverages and more than
likely, food is served.
Public Houses / Pubs
A drinking establishment which served
alcoholic drinks especially beer that can
be consumed on the premises, usually
with a setup like home.
Brew Pubs/
Micro Breweries
Pubs or restaurants that brew beer in the
premises.
Internet Café /
Cyber Café
A place where one can use a computer with
internet access for a fee, usually per hour or
few minutes; sometimes one can have
unmetered access with a pass for a day or
month, etc. It may or may not serve as a regular
café with food and drinks being served.
Beer Garden
An open-air area where alcohol is legally
served.
