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.
Connie’s Inn, a major speakesy
In the 1920’s and 1930’s

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
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)
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. Hofileña

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/ 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.
Night Club / Club
A place for drinking, dancing, and
entertainment which does its primary
business after dark.
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.
The End