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Chapter 1
Beverage Service Industry
Bar & Beverage Service with Mixology
By: Lorenzo G. Rojo
Definition:
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Beverage Service Industry – comprises of
establishments or businesses that offer
primarily beverages, foods and sometimes
entertainment and other services.
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Bars – are establishments or businesses
that primarily offer beverages, food and
sometimes entertainment and other
services to its customers.
History:
Ancient Sumeria /
Sumer 4000 BC
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Sumerians were considered
the most progressive group
of people.
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Some part of Sumer is the
present Iraq.
◦ Sumerians were skilled traders, farmers and
craftsmen.
◦ invented the wheel (potter’s wheel),
◦ cuneiform writing system
◦ first astronomers,
◦ arithmetic,
◦ military formations and introduced the basic
divisions between infantry, cavalry and archers
◦ first true city states,
◦ intensive agriculture and irrigation.
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In the Middle East, one of the problems is the availability
of potable water. Sumerians also encountered this
problem.
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In order to solve this problem, they tried to come up
with alternative drinking liquid particularly derived from
fermented cereal grains.
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Thus, ale was created which is today’s beer.
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Some Sumerians produced more ale not only for
themselves, but also for others who could not produce
their own and this led to the establishment of the
forerunner of today’s bar, the tavern.
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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.
◦ Taverns have existed in England as early as the
13th century and were often kept by women
usually known as ale-wives.
◦ By the 19th century in England, the word tavern
had evolved, from tavern to public house
(pub).
Empire Era 3200 – AD 476
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As a proof that taverns continued to exist
after the time of Sumerians, a papyrus was
discovered from ancient Egypt which
contained some warnings that says “do not
get drunk in taverns . . . For fear that
people repeat words which may have
gone out of your mouth without you
being aware of having uttered them.”
◦ An indication that early people already
knows the effects of alcohol to the body
and mind.
Ancient Greece 1100 BC
As time passed by, taverns continued to exist
and develops. One of the reasons was due to
the increase in the number of people who
travelled.
 Greeks travel for religion, sports or games
and to conquer lands.
 During the time of the Greeks, places for the
rich and the poor existed.
 Establishments serving foods and beverages
includes Lesches – serving fine food and
drinks for the rich, and Taverns – places for
the poor.
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Ancient Rome 500 BC – 476 AD
Aqueducts

After the Romans succeeded the
Greeks, Romans conquered almost all
parts of Europe.

During their time, the reasons for
travel continued to increase and this
was due to the development of
transportation particularly on the
constructions of roads and bridges.

As more people travelled, the number
of places serving food and drinks also
increased.
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Romans travel for trade, religion,
pleasure or relaxation, and for
political reasons.
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In the city of Pompei, 118 bar or
taverns were discovered.
Decline and Revival AD 476 – AD 1300
After the fall of the Roman Empire, life went
back to its primitive way.
 Travel and tourism whether for business or
pleasure virtually ceased.
 Decline and Revival (AD 476 – AD 1300), travel
and tourism ceased and primarily travel became
limited for religious purposes only.
 The church through its monasteries, took over
the job of feeding and housing the travelers.
 They created xenodocheions or a place to
house travelers which means an inn.

Renaissance AD 1350 – AD 1600
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Some degree of safety had returned to
the roads, one of the critical element in
the development of the industry.
Trade and travel increased.
The middle class became a dominant
force in the economic life of Europe.
Ale house or taverns reappeared along
trade routes.
Early Modern AD 1600 – AD 1800
The development of roads was one of the critical
elements in the development of the beverage service
industry.
 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 the traveler.
 It was also where tired horses changed for fresh horses
to continue a fast travel. Post houses are the equivalent
of today’s gasoline stations.
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The Industrial Era From 1800
The industrial revolution started in England
around 1800, it was the time when machines
were invented.
Invention of
 Invented machines were ran by steam and were
locomotive
used for productions and transportation.
 Development of rail travel which made a great
impact in travel.
 In entire Europe, taverns became a permanent
establishment.
Growth of Factory System
 In England, taverns were known as public
houses or pub houses or pubs, a place for
pleasure and worship.
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Man viewed as
part of machines
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Other versions of taverns all through out Europe:
◦ Inns – are establishments where travelers can procure
food, drink and lodging.
◦ Pubs – are an establishment which serves alcoholic drinks
especially beer for consumption on the premises, usually
in a homely setting. Pubs are commonly found in Englishspeaking countries, particularly in the United Kingdom,
Ireland, Canada, Australia and New Zealand.
◦ Cabarets – are restaurants or nightclubs with a stage for
performances and the audience sitting around the tables
(often dining or drinking) watching the performance.
Today, cabaret is commonly known as a show, often can be
seen in entertainment centers or areas like Las Vegas.
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American Taverns
◦ Taverns in America were introduced by the
British.
◦ The distinction between the British and the
American taverns was the inclusion of
accommodation and entertainment.
◦ The entertainments in American taverns were in
the forms of gambling and prostitution.
◦ The Philippine bars are patterned to American
bars or taverns.
◦ 1643 – the beginning of American Beverage
Service Industry.
◦ Coles Ordinary – the 1st American tavern.
◦ Taverns served as a place or rendezvous for
revolutionaries before the war.
◦ In Massachusetts 1656, a town without a tavern
was penalized, taverns were built near the
church.
◦ The reason why taverns were built near the
church is because during this time there were
still no heaters in buildings that could minimize
the cold temperature during winter. So after
the worship service, people went to taverns to
warm their body by drinking alcoholic beverage
at the same time the leaders of community
discussed matters of the community.
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Queens Head or Fraunces Tavern,
54 Pearl st cor Broad st NYC
Green Dragon Tavern, 11 Marshall St
Boston, MA 02108
Early American Taverns:
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Hancock Tavern
Green Dragon
Raleigh Tavern
Queens Head or Fraunces
Tavern
Raleigh Tavern,
Colonial Williamsburg
Hancock Tavern,
668 Hancock Street, Quincy, MA 02170
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In 1850 – taverns became large scale inns
and later it became hotels. They were
designed like a palace but open for public
use.
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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.
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Speakeasies – places that sold illegal
liquors for the rich Americans and blind
pigs for the poor.
Moonshines – term used for illegal
liquors produced during night time.
Bootleggers – illegal suppliers of illegal
liquors. They were known as bootleggers
because they started to smuggle illegal
alcoholic beverages in flask by concealing
it in their boots.
Bathtub Gin – Gin made in the bathtub,
because the preferred style of bottle
didn't fit in the kitchen sink.
Rumrunners – alcohol smugglers
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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.
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P-Noy signs law vs drunk driving
By Delon Porcalla (The Philippine Star) May 31, 2013

President Aquino has signed into law a measure that
would penalize drivers found to be driving under the
influence of liquor or prohibited drugs with up to three
months in prison and a fine of P80,000.

Republic Act 10586 or the “Anti-Drunk and Drugged
Driving Act of 2013” also imposes harsher penalties in
cases of drunk or drugged drivers getting involved in
accidents, especially if there are casualties.

There will be a maximum fine of P200,000 for physical
injuries incurred in accidents, and P500,000 if such
collision resulted in somebody’s death.
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Aside from these, the Land Transportation Office shall
confiscate and suspend for 12 months the license of a
non-professional driver for the first conviction. On
second conviction the license would be perpetually
revoked.
For professional drivers, their license would be
confiscated and perpetually revoked for the first
conviction, which shall be the basis to disqualify the
driver from “being granted any kind of driver’s license
thereafter.”
Refusal to comply with mandatory tests for field
sobriety and drug tests will result in confiscation and
automatic revocation of license, aside from “other
penalties provided and/or other pertinent laws.”
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The owner and/or operator of the offending vehicle, in
case of vehicles for hire, will be just as “directly and
principally (held) liable together with the offender for
the fine and the award against the offender for civil
damages.”
However, the operator of the vehicles for rent may be
exculpated if he “has exercised extraordinary diligence
in the selection and supervision of his drivers in general
and the offending driver in particular.”
“Section 7 now mandates the mandatory alcohol and
chemical testing of drivers involved in motor vehicular
accidents, so that will now be a staple,” Valte told a
news briefing in Malacanang, adding that a breathalyzer
would be used to verify alcohol or drug consumption.
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.
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Board of Directors, SMG Corp.
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Eduardo M. Cojuangco, Jr. Chairman and CEO
Ramon S. Ang, President and COO
Estelito P. Mendoza, Member of the Board
Inigo Zobel, Member of the Board
Winston F. Garcia, Member of the Board
Menardo R. Jimenez , Member of the Board
Leo S. Alvez, Member of the Board
Egmidio de Silva Jose , Member of the Board
Pacifico M. Fajardo , Member of the Board
Jesusa Victoria Hernandez-Bautista, Member of the Board
Hector L. Hofileña , Member of the Board
Carmelo L. Santiago , Member of the Board
Roberto V. Ongpin, Member of the Board
Mirzan Mahathir, Member of the Board
Alexander J. Poblador , Member of the Board
Today’s Beverage Service Industry
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Beverage-only Bar
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Bar / Entertainment Combination
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Disco bars
Nightclubs
Internet café or cyber café
Videoke bars
Sports bars/ pool bars
Comedy bars
KTV bars
Gay bars
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Food and Beverage Combination
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Bar and Restaurant
Tea houses / Tea Rooms
Taverns
Public House / Pubs
Brew pubs / Micro Breweries
Service Bars
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Hotel Beverage Operation
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Lobby Bar
Coffee Shop
Cocktail Lounge / Piano Bar
Restaurant Bar / Service Bar
Disco Bar / Night Club
Videoke Bar
Poolside Bar / Pool Bar
Pool / Sports Bar
Banquet Bar
 Open Bar Set up
 Limited Bar Set up
◦ Mini Bar
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Airline Beverage Service
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Cruise and Passenger Ship Beverage
Service
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Rail Beverage Service
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Coffee Shops / Coffee Houses / Café
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Beer Garden
The End