The Beverage Industry,
Yesterday and Today
HBar
M.Aldana

Alcoholic Beverages
• Alcoholic beverages have been part
of everyday life in most cultures,
used in tinctures, tonics, and
remedies.

The Earliest Wines
• 8,000-10,000 years ago,
someone discovered that
when fruit (or grain, milk or
rice) was fermented, the
results tasted good, made
one happy – or both.

The Earliest Wines
• Archaeologists say the
Chinese were making
wine from mixed
fermented beverage
made from rice, beeswax-
honey, and either wild
grapes or hawthorn
berries.

The Earliest Wines
• The Bible mentions wine
consumption in both Old
and New Testaments.
• « when Noah settled down
after the flood, he planted
a vineyard… and he drank
of the wine and was
drunken. »

The Earliest Wines
• Alcohol was a universal feature of early
civilizations. People around the world
fermented anything that would ferment:
honey, grapes, dates, rice, sugarcane, milk,
palms, peppers, berries, sesame seeds,
pomegranates.

The Earliest Wines
• Almost all of the
world’s wines (those
made of grapes) can
be traced to a single
Eurasian grape
species – Vitus
vinifera

The Earliest Wines
• It is believed that the ancient
Greeks got their viticulture
knowledge from the Egyptians
and began to make wine
about 2000 BC although
archaeologist have found
evidence that perhaps the
island nation of Cyprus was
the first in Europe to make
wine.

The Earliest Wines
• A sweet dessert wine
Commandaria is perhaps
the oldest «
brand name »

The Earliest Wines
• Historians continue to debate the exact origin
of the term wine:
• Wee-on (Wittite characters) was the 1st recorded
for word for wine
• Win (old english) which derived from the Latin
vinum , and is further traced to the ancient Greek
word oinos

The Earliest Wines
• The Greeks first
discovered the practice
of aging wines, storing
them in cylinders known
as amphorae.
• Made of clay, they were
remarkably airtight.

The Earliest Wines
• The Romans tried a
similar method, but their
clay was more porous
and didn’t work as well.
• So they began coating
their clay vessels with tar
on the insides, a process
called pitching.

The Earliest Wines
• As the Roman empire
spread, it brought
grapes.
• After the fall of the
Roman empire, the
Catholic Church was
the most prominent
promoter of
viticulture.

The Earliest Wines
• Monasteries became vanguards of wine
production and knowledge because wine was
needed both in everyday life and in
sacramental activities.

The Earliest Wines
• The Portugese are
credited with shipping
the first corked bottles
of wine to England, but
not until the year 1780.

Fact:
• A bottle from the 1700s was discovered
in 2002, bobbing around in the North Sea
off the coast of the Netherlands.
• The findings were: it was an early variant
of dry port that had been colored with a
small amount of elderberry juice, its
alcohol content was estimated at 10.6%,
it showed no traces of oxidation, and its
acidity compared favorably to present
day wines.

The Earliest Wines
• In many cultures, people associated
intoxicating beverages with wisdom.
• Early Persians discussed matters of importance
twice: once when they were sober and once when
they were drunk
• Saxons in ancient England opened their council
meetings by passing around a large stone mug of
beer.

The Earliest Wines
• In many cultures, people associated
intoxicating beverages with wisdom.
• Greeks held their famous symposiums
(philosophical discussion) during hours of after-
dinner drinking. (symposium = drinking together)
• Romans – In vino veritas (In wine there is truth)

The Earliest Wines
• Alcoholic beverages, often in combination
with herbs, have been used for centuries as
medicines and tonics.
• Herbs and alcohol were among the few ways
of treating or preventing disease until a
century ago.

The Earliest Wines
• Probably the most important historic use of
alcoholic beverages – as food and drink.
• For centuries these hearty beverages provided
up to half the calories needed for a day’s
heavy labor.

The Earliest Wines
• Alcoholic beverages were considered the only
liquids fit to drink.
• Household water was commonly polluted.
• Milk could cause milk sickness (tuberculosis)
• Beer, ale and wine were disease-free, tasty and
thirst-quenching, crucial qualities in societies.

The Earliest Wines
• Both wines and grapevines were imported
from France to the New World (US) in the
1700s
• By the early 1900s about 1700 wineries dotted
the US and they were mostly small, family-
owned businesses.
• Wine was still considered an effete beverage
until the 1800s.

The Earliest Wines
• Today, the world’s largest wine museum is
located in Briones (Spain)

Wine and Religion
• Early beers, ales, and wines were
considered gifts from the gods –
that is miracle products with
magical powers.
• People used them universally in
religious rites, and they still do.

Wine and Religion
• The Israelites in the Old
Testament offered libations to
Jehovah
• The Romans honored Bacchus,
god of wine

Wine and Religion
• Christians used wine in the
sacrament of communion
• Primitive people used fermented
beverages in their sacred rites
• Victories, weddings, and other
sacred and joyous occassions were
celebrated with wine or ale

Brief History of Beer
• Summerians (people from
Mesopotamia) are said to
have discovered the beer
fermentation process by
chance.
• They had a goddess of
brewing Ninkasi and a hymn
to her, which was the beer-
making recipe put to music.

Brief History of Beer
• The Babylonians knew how to brew 20
different types of beer.
• Ancient Egyptians made note of Ramses III,
the pharaoh whose annual sacrifice of about
30,000 gallons of beer appeased “thirsty
gods”

Brief History of Beer
• The word beer comes from the ancient Latin
word biber, a slang term for the beverage
made by fermenting grain, and adding hops
for flavoring.
• In ancient times, biber was considered lower
class compared to ale, which was made in
similar fashion but without the addition of
hops.

Brief History of Beer
• Hops became popular in Europe and was
discovered to be a natural preservative; other
herbs have been tried, sometimes with
disastrous results.

Brief History of Beer
• In 1516, Duke of Bavaria proclaimed “German
Beer Purity Law” establishing that only barley,
hops and pure water could be used to make
beer in that region.
• It is the oldest valid food/beverage law in the
world.

Brief History of Beer
• Until the Middle Ages, both beer brewing and
bread baking were viewed largely as women’s
work.
• In ancient Babylon only priestesses made
beer, connecting it with religion for the first
time.
• During periods of fasting, monks were
permitted to have beer.

Brief History of Beer
• The modern bridal joins
the word bride and ale;
a bride’s ale was
brewed by a young
woman’s family in
preparation for
wedding festivities.

Brief History of Beer
• Every civilization has made some type of beer,
from whatever grain or root or plant was
available in abundance.
– African tribes – millet
– Japan – rice
– Europe, North and South America - barley

Brief History of Beer
• The brew was hearty and filling, and provided
calories and nutrients to fuel manual labor.
• In one incident at Plymouth (Massachusetts)
Pilgrims were hasted ashore and made to
drink water so that the seamen might have
more beer.

Brief History of Beer
• Before 1850, the
beverage preference in
the US was ale, which
had been popular in
England. It was made like
beer, but fermented
more quickly, at higher
temperatures than beer.

Brief History of Beer
• The Germans brought with
them a different brewing
style that produced a
lighter beer known as lager,
which is paler and clearer in
appearance than ale and
has a drier flavor.
• Its name comes from a
German word for storage
or storehouse.

Brief History of Beer
• In 1800s, French Chemist Louis Pasteur
discovered that like milk or cider, beer could
be heated to sufficient temperature to kill
harmful bacteria without diminishing the
quality of the beer. (Pasteurization)
• Pasteur also experimented with live brewer’s
yeast to prompt fermentation.

Distilled Spirits
• The process of distillation – first
heating, then cooling and condensing
liquids to extract and concentrate
their alcohol content
• Distilled spirits made from fermented
liquids were much more potent than
the original liquids.
• The first ones were called aqua vitae
(water of life) and was used as
medicines

Distilled Spirits
• Highland Scots and Irish distillers
made whiskey
• French distilled wine to make brandy
• A dutch doctor’s experiment
produced gin
• Russia and Poland – vodka
• Mexico’s mescal - tequila

Alcohol and Health in History
• Alcoholic beverages, particularly wines, were
the prime medicinal agents of our ancestors
from the ancient world into the early
nineteenth century.
• Wine was the most common ingredient in the
medicines of ancient Egypt, Syria and
Mesopotamia.

Alcohol and Health in History
• Wine + Rue = any insect sting or bite
• Wine + Saffron = cure for impotence
• Brandy (burnt wine) = Black Death
• Wine + ground donkey testicles = epilepsy

Alcohol and Health in History
• Aside from its
anaesthetic
properties, folk
healers also
recognized its ability
to act as a
disinfectant.

The Tavern
• In both Greece and Rome, some
taverns offered lodging for the night,
or gambling and other amusements.
• In England, the public house, or pub
is a place where people gathered for
fellowship and pleasure.

The Tavern

The Tavern
• An evergreen bush on a pole outside
meant ale was served.
• A sign with a picture of, a Black
Horse, White Swan, or Red Lion
identified each pub.
• These early logos were used because
most people could not read.
• Inns, cabarets, dance halls, meeting
houses

The Tavern
• When Europeans emigrated
America, they brought the tavern
with them.
• It was a town’s welfare to have a
place that provided drink, lodging
and food.
• In Massachusetts in the 1650s, any
town without a tavern was fined!

The Tavern
• Taverns were often built near the
church so that parishioners could
warm up quickly after Sunday
services
• Taverns also became the rendezvous
spots for rebels during the rebellion

The Tavern
• After the war, drinking places kept
the name tavern, while more
elaborate inns adopted the word
hotel

Prohibition and Its Effects
• A growing number of people in the US sought
to curb the use of alcoholic beverages.
• This movement went by the name
Temperance and its target was “ardent
spirits” (distilled spirits), but proponents soon
included beer and wine and expanded their
goal from temperance, or moderation to total
prohibition.

Temperance
• The propaganda lasted century long and the
movement succeeded in convincing many
Americans that drink in any kind led inevitably
to sin and damnation.
• Those engaged in making or selling alcoholic
beverages were on the devil’s side of this
battle between good or evil or, as it was also
dubbed dry and wet.

Prohibition and Its Effects
• By the late 1800s there was a swinging-door
saloon on almost every corner in small towns
and big cities. Far too many of them were
unable to survive on sales of beer and whiskey
alone.
• May of them added prostitution, gambling
and other illegal going-ons.

Prohibition and Its Effects
• In 1851, Maine became the first state to pass
its own prohibition law.
• In 1880, Kansas was the first state to pass a
constitutional amendment that outlawed both
the manufacture and sale of alcohol, although
the new law was selectively enforced or often
simply ignored.

Carry A. Nation
• Carry decided enough was
enough.
• Married to an alcoholic and
disgust at the lack of
enforcement of the law led
her to take action.

Carry A. Nation
• Called herself Home Defender.
• Waged a 2-year vigilante style campaign,
rallying women to show up at bars swinging
bats and hatchets and singing hymns as they
literally destroyed the places.

The Prohibition
• During World War I, the “dry side” won its
battle. The 18th
Amendment passed,
prohibited the manufacture, sale,
transportation, and importation of
intoxicating liquors in the US and its
territories.

The Prohibition
• While legal establishments were closing their
doors, illegal “speakeasies” began opening
theirs to those who would whisper the right
password.

The Prohibition
• Legal breweries and distilleries closed down,
but illegal stills made liquor by the light of the
moon in secret hideouts hence the nickname
“moonshine”
• Illegal spirits were also smuggled into the
country.
• Some folks just decided to make their own
beer, wine and gin at home.

The Prohibition
• Ironically, rather that decreasing drinking,
prohibition seemed to invite it. 9 years after
the passing New York City had 32,000
speakeasies (twice as many as the number of
pre-Prohibition saloons!)

The Prohibition
• In 1933, Congress passed the 21st
Amendment,
repealing the 18th
• Before Prohibition, beverage manufacturing
had been the 5th
largest industry in the United
States; after the 21st
, it made a quick
comeback, despite stiff taxes and heavy
regulation by federal and state governments.

• Today, alcoholic beverages are an accepted
part of our lives. The serving of liquor in bars
and restaurants is a normal part of the
culture, and restaurant patrons expect to be
able to buy mixed drinks, beer and wine with
their food.
• In fact, restaurants that don’t serve liquor
often have a hard time competing.

Today’s Beverage Industry
• Alcohol consumption has remained
steady and relatively unaffected until
the 1990s where alcohol consumption
(in the US) gradually declined.

Today’s Beverage Industry
• Experts observers relate the drop to
lifestyle changes for many busy
people, many of whom now focus on
fitness and preventive health care.
• People stopped smoking, they
exercise, they watch their weight;
they count calories, carbohydrates
and cholesterol; and they keep their
heads clear during work hours.

Today’s Beverage Industry

Today’s Beverage Industry
• Bottled and enhanced waters (organic
to vitamin infused), energy drinks,
flavored iced teas, and on rare
occasions a single glass of wine.

Today’s Beverage Industry
• Beverage Digest
• http://www.beverage-
digest.com/editorial/archive13.php#1
31101

Today’s Beverage Industry
• In 2003, water consumption
had risen to 16.6 gallons per
person, per year from 8.7
gallons 10 years ago
• By 2007, the average person
drank 29 gallons of bottled
water, making it the most
popular beverage next to
carbonated soft drinks.

Today’s Beverage Industry
• For fitness and/or organic enthusiasts,
they want a light drink, less alcohol,
fewer calories and carbohydrates.

Today’s Beverage Industry
• White goods (vodka, gin, tequila, rum)
do better than brown goods (Bourbon,
Scotch, and other whiskeys) even though
they all have similar alcohol contents.

Today’s Beverage Industry
• In 2007, wine consumption
hit a new record of 2.97
gallons
• Home making of wine is also
now possible: you can order
equipment online

Today’s Beverage Industry
• Beer sales look very impressive: 21
gallons of beer per person per year;
compared to the 24 gallons per
person figures in the 1980s, it
decreased

Today’s Beverage Industry
• Beer companies introduced:
– Light beers (lower alcohol and calories)
– Dry beers (crispy flavored, no aftertaste)
– And non-alcoholic beers

Today’s Beverage Industry
• Wines by the glass rather than by the
bottle is also offered for customers
who drink less.
• They also do more to publicize their
non-alcoholic offerings: mineral
waters, soft drinks, flavored teas,
juice drinks, and even no–alcohol
beers and mocktails.

Today’s Beverage Industry
• There has been renewed interest in
the traditional cocktails (Martini,
Bloody Mary, Screwdriver) and all tall
drinks (Scotch & Soda, Bourbon &
Soda, Gin and Vodka Tonic or Vodka
and Tonic)

Today’s Beverage Industry
• There is also strong interest in call
brands (premium brands that are
requested, or called for by name.
• Super-premiums also have a loyal
following with customers who have
developed a taste for and interest in
buying “the best” and are willing to
pay more for it.

Philippine Trends
• Milkteas
• Soy-based products
• Natural fruit juices
• Energy drinks
• Coffee

Beverage-Only Bar
• The simplest kind of beverage enterprise –
serves beverages alone, no foodservice except
snacks: peanuts, pretzels, cheese and
crackers.

Bar/Entertainment Combination
• Bars offering entertainment that ranges from
pool, pinball, dartboards, giant televisions to
nightclubs with big-name entertainers to
comedy clubs to ballroom with big bands.

Bar/Entertainment Combination
• In most cases, the entertainment draw the
crowd, but it is the drinks that provide the
profits.
• A cover charge (admission fee) per person
paid at the door may be charged, at least part
of it is likely to go to the entertainers.

Bar/Entertainment Combination
• In the mid-twentieth century, a Sports bar is a
nickname for popular watering holes
frequented by sports writers, who bought
each other drinks, traded stories and colorful
quotes.
• Today, they are designed for group viewing of
popular sporting events and are equipped
with big-screen television screens

Food and Beverage Combinations
• The most common form of beverage
operations – is linked with some kind of
foodservice.
• One type is the restaurant/bar where drinks
and wine are part of the meal service.

Food and Beverage Combinations
• Another type is a bar that offers light food in
addition to drinks.
• A special variation of the food & beverage
combination is the wine bar, where customers
can choose from a selection of wines by the
glass or by the bottle. Some wine bar offers
inexpensive one-ounce tastes or groups of
one-ounce samples known as wine flights to
enable guests to sample a number of wines.

Food and Beverage Combinations

Food and Beverage Combinations
• Beer aficionados also have their own version
of the wine bar – the brewpub.

Bars and Smoking
• The cigar bar has been a trendy addition to
the beverage scene.
• Customers who enjoy high-priced cigars also
have the opportunity to order premium
spirits, wines, beers and after dinner drinks to
accompany them.

Bars and Smoking

Hotel Beverage Operations
• In hotels, the beverage operation differs in
many ways from the bar.
• There might be three or four bars under one
roof, each with different purpose and
ambience; Lounge bars, restaurant bar,
nightclubs are among a few.
• Beverage service is also available thru room
service.

Hotel Beverage Operations

Hotel Beverage Operations
• Individual rooms often have a minibar, a small
refrigerator or cabinet stocked with modest
inventory of snacks and drinks.

Airline Beverage Service
• Airline drink menus are limited.
• Liquors, beers, wines and a few type of
cocktail mixes are handed out in small
individual bottles or cans. The cups are
nesting, plastic disposables, except in first-
business class cabins.

Airline Beverage Service