Chapter 1

Beverage Service Industry

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.

The term bar is derived from the specialized counter

on which drinks are served and is a synecdoche
applied to the whole of the drinking establishment.
Bar (also called a pub or tavern) is a business that
serves alcoholic beverages such as beer, liquor, and
mixed drinks for consumption on the premises.

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.
They invented the wheel, cuneiform writing
system, arithmetic, military, first true city states,
agriculture and irrigation.

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.
In England, tavern keeper was traditionally a woman,
called ale wives in the early 13th century.
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.

Ancient Greece (1100 BC), establishments

serving foods and beverages includes Lesches
serving fine food and beverages, and
Taverns places for the poor.

Greeks travel for religion, sports or games and

to conquer lands.

Ancient Rome (500 BC 476 AD), where Romans almost

conquered already all parts of Europe.
Romans travel for trade, religion, pleasure or relaxation, and
for political reasons.
In the city of Pompei, 118 bar or taverns were discovered.

Decline and Revival (AD 476 AD

1300), travel and tourism ceased
and primarily travel became limited
for religious purposes only.

The church took over the job of

feeding and housing the travelers.

They created xenodocheions or a

place to house travelers which
means inn.

Renaissance (AD1350 AD 1600), roads

became safe again, trade and travel
increased.

Ale house or taverns reappeared along trade

routes.

The rise of the middle class in the economic

life in Europe.

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.

Spinning jenny

Invention of
locomotive

Growth of Factory System

Man viewed as part of

machines

The Industrial Era (1800), the

development of rail travel, in Europe,
taverns became a permanent
establishments.
Other versions of tavern in Europe:

Le Chat Noir,
today

Le Chat Noir,
1906

Inns
Pubs
Cabaret

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, taverns were built near the church.

Queens Head or Fraunces Tavern,

54 Pearl st cor Broad st NYC

Early American Taverns:

Hancock Tavern
Green Dragon
Raleigh Tavern
Queens Head or Fraunces Tavern

Green Dragon Tavern, 11 Marshall St

Boston, MA 02108

Hancock Tavern,
668 Hancock Street, Quincy, MA
02170

Raleigh Tavern,
Colonial Williamsburg

In 1850 taverns became large scale inns and

later became hotels. They were designed like a
palace but open for public use.

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.

Connies Inn, a major speakesy

In the 1920s and 1930s

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

On 1933, the 21st Amendment was passed to

repeal the Prohibition Law.

Dramshop 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.

Dram means small drink

Shop the place that serves the drinks.

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 companys 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)

Members of the Board:

Estelito P. Mendoza

Inigo Zobel

Winston F. Garcia

Menardo R. Jimenez

Leo S. Alvez

Egmidio de Silva Jose

Pacifico M. Fajardo

Jesusa Victoria Hernandez

Hector L. Hofilea

Carmelo L. Santiago

Roberto V. Ongpin

Mirzan Mahathir

Alexander J. Poblador

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
Coffee shop
Cocktail lounge/piano bar
Restaurant bar/service bar
Disco bar/night club
Videoke bar
Poolside bar
Pool/Sports bar
Banquet bar

Open bar
Limited bar

Mini-bar

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/

Caf
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.

Night Club / Club

A place for drinking, dancing, and
entertainment which does its primary
business after dark.

Internet Caf /
Cyber Caf
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 caf with food and drinks being
served.

Beer Garden
An open-air area where alcohol is
legally served.

The End