Republic of the Philippines

BULACAN STATE UNIVERSITY

College of Home Economics
Malolos City, Bulacan
HM:2I (Bartending)

I. LEARNING OBJECTIVES
A. General Objective
To acquire knowledge regarding the history of beverage service industry.

B. Specific Objectives

1. define what beverage service industry is;

2. trace the development of beverage service industry from tavern’s to
today’s beverage service establishments; and
3. appreciate the historical background of Beverage service industry.

II. SUBJECT MATTER

Topic: “History of Bartending”
Reference: Principles of Bar Service Operation, Joseph Linford A. Ditan

III. MATERIALS
1. Laptop
2. Projector
3. PowerPoint Presentation
4. Hand outs

IV. PROCEDURE
A. Preparation
1 .Prayer
2. Greetings
3. Checking of the cleanliness of the room
4. Checking of Attendance
5. Review of the past lesson
6. Motivation

B. Presentation

CONTENTS TEACHING TEACHING AID

STRATEGY
Beverage Service Industry comprises DISCUSSION POWERPOINT
establishments or businesses that offer primarily AND LECTURE PRESENTATION
beverages, foods and sometimes with entertainment and
other services.

Bars are establishments or businesses that

primarily offer beverages, food and sometimes with
entertainment and other services to its customers.
History
The beginning or the development of Hospitality
industry in general and the Beverage service industry in
particular can be traced back to the time of the
Sumerians. Although some civilizations existed together
with the Sumerians in other places, Sumerians were able
to come up with a written record of their civilization. And
during their time, they were considered the most
progressive group of people. But the development could
not only be traced back to Sumeria. As the development
of civilization in different places took place, the
development of the beverage service industry went with it.

A. Ancient Sumeria/Sumer 4000 BC

Some part of Sumeria today is the present day Iraq.
Sumerians were the most progressive group of people
because they were skilled:
• Traders
• Farmers
• Craftsmen

In the Middle East, one of the problems is the

availability of potable water. Sumerians also encountered
this problem. In order to solve this problem they tried to
come up with alternative drinking liquid particularly
derived from fermented cereal grains. Thus, ale was
created which is today’s beer. Some Sumerians produced
more ale not only for themselves, but also for others who
could not produce their own and this is also led to the
establishment of the forerunner of today’s bar, the tavern.

Taverns were places serving beverage particularly

“ale” and places for social gatherings during the time of
the Sumerians.
• The word tavern was derived from the
Latin term taberna and the Greek tavern, whose original
meaning was a shed or workshop.
• Before, tavern keepers were traditionally
women but in other places and times women were
completely excluded from tavern culture.
• Taverns have existed in England as early
as the 13th Century and were often kept by women
usually known as Ale-wives.
• In the mid-14th century, taverns in London
were only limited to three. An act 0f 1552 allowed the
establishments of forty in London, eight in York, six in
Bristol and many more in towns all across England.
• By the 19th century in England, the word
tavern had evolved, from tavern to public house
(pub).Until now, it’s the term used to describe drinking
establishments in the United Kingdom and some other
places in Europe.

B. The Empire Era 3200- AD 476

Ancient Egypt
As a proof that taverns continued to exist after the
time of the 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.”

C. Decline and Revival AD 476 to AD 1300

D. Renaissance AD 1350- AD 1600

E. Early Modern AD 1600- AD 1800

F. The Industrial Era From 1800

Other versions of taverns all throughout Europe:

1. Inns are establishments where travellers can produce

food, drink, and lodging.

2. Pubs are an establishment which serves alcoholic

drinks especially beer for
consumption on the premises, usually in a homely
setting.

3.Cabarets are restaurants or night clubs 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.

G. 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 first American tavern was

established by a Native American,
Samuel Coles. During this time ordinaries were places
which served ordinary meals. Thus, the name Coles
Ordinary.

The Importance of Taverns in American History:

Taverns served as a place or rendezvous for

revolutionaries before the war. It was the place where the
revolutionaries started to plan the uprising against the
British government.

Early American Taverns:

1. Hancock Tavern. The Boston Tea Party was

planned.
2. Green Dragon. Boston, Paul Revere and 30
companions formed a committee to watch the movements
of British soldiers.
3. Raleigh Tavern. Williamsburg, meeting place of
the patriots including Patrick Henry and Thomas
Jefferson.
4. Queens Head or Fraunces Tavern. This was
where the New York Tea Party was held and where
George Washington bid farewell to his fellow officers.

1850- Taverns turned into large scale inns for travellers

and businesspersons and later it become hotels.

1920- Prohibition Law or 18th Amendment Law was

passed.

Although alcoholic beverages were prohibited, still

alcoholic beverages were supplied and sold illegally
during this time. The places, alcoholic beverages, the
activities and the suppliers were known as:

• Speakeasies/blind pigs were places that sold

illegal during the prohibition.

• Moonshines, the term used for illegal liquors sold

during the prohibition (alcoholic beverage were commonly
produced during night time when the moon was shining).
• Moonshining was the term used to describe the
illegal production of alcoholic beverages during the
prohibition year.

• Bootleggers, the illegal suppliers of illegal liquors.

1933- 21st Amendment was passed repealing the
Prohibition Law.

In order to protect the American citizens

from incidents caused by drunk drivers the American
congress passed a law known as the Dramshop Law.

Dramshop Law or Third Party Liability Law. This law shifts

the liability for damages of the drunken driven incident
from the driver who caused the accident to the server or
the place that served the drink to the driver.

The term was derived from:

 Dram which means small drink
 Shop, the place that serves the drinks.

The third party liability law in the sense that there are
three parties involved in a drunk driven or drunk
related incident:
 First party is the victim
 Second party is the drunk offender
 Third party, the bar and the server who
serves the drink to the offender.

Development of Beverage Industry in the DISCUSSION POWERPOINT

Philippines AND LECTURE PRESENTATION

In the Philippines, we can somehow associate

the development of the Beverage Service Industry
with the development of one of the pioneer in
beverage industry in the Philippines, the San Miguel
Corporation. The logic is, there will be no drinking
establishments that will sell alcoholic and non-
alcoholic beverage if there are no company or
business that will produce alcoholic and non-
alcoholic beverages.

The San Miguel Corporation

 1890- Founded by Don Enrique Maria

Baretto de Ycaza in the San Miguel district in
Manila, the La Fabrica de Cerveza de San
Miguel, the first brewery in South East Asia.
 1913- became a corporation and began
exporting beer in Guam, Hong Kong, and
 Shanghai.
 1922- Began producing soft drinks at the
Royal Soft Drinks Plant.
 1925- Began producing ice cream at the
Magnolia Ice Cream Plant.
 1927- Became the Philippines’ bottler of Coca
Cola.
 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.

Today’s Beverage Service Industry

The term bar is the most common term used

in the US and in the Philippines indicating a
beverage service establishment. The term bar was
derived from the French term barre which means a
counter. The term bar was first used around 1952
and bars were used before in railway stations as a
counter used to dispense the food faster to
passengers. The first bar that served alcoholic
beverage was the Great Western Hotel on
Paddington station, London.
THE TYPE OF TODAY’S BEVERAGE SERVICE DISCUSSION POWERPOINT
ESTABLISHMENTS AND LECTURE PRESENTATION

1. BEVERAGE-ONLY BAR. It served beverage

alone. No need was served beyond
snacks. This type of bar was usually located
near terminals or stations. In the
picture the front bar seems inconvenient for
the guests to sit down; it is for
the purpose of not allowing the guests to stay
longer for drinking.

2. BAR/ENTERTAINMENT COMBINATION.
Bars offering drinks and a range of
entertainment.

Types of Entertainment:

a. Dancing: disco; ballroom

b. Singing: videoke
c. Sports
- Bowling
- Pool/billiard
 - Dart
- Watching live sports events
d. Internet
e. Live performances:
- Live Band
- Stand up comedy
- Fashion show
- Striptease
- Piano music

Types of Bar/Entertainment Combination

 Disco Bars are types of bars where dancing

(disco) is the form of entertainment and the
guest could have both food and drinks and
dance.
 Nightclubs are drinking, dancing and
entertainment venue which do its primary
business after dark.
A nightclub can be distinguished from
other forms such as bars, pubs or taverns, by
the inclusion of a dance floor and a DJ booth,
where a DJ plays recorded dance and pop
music.
Some nightclubs have other forms of
entertainment, such as comedians, “go-go”
dancers, a floor show or strippers.
 Internet Cafe or Cybercafe is a place where
one can use a computer with internet access
for a fee, usually per hour or minute carge.
 Videoke bars- a very popular form of a bar
and entertainment where guests are the ones
singing or performing.
 Sports bars/pool bars.
 KTV bars are the modern concept of night
clubs. Entertainment is in the form of
videoke and live performances of strip teasers
or gogo dancers.
 Gay Bars- This is the opposite of KTV bars
but this time patrons are gays and older
women or widower looking for a different
kind of entertainment similar to KTV bars.

3. FOOD AND BEVERAGE COMBINATION. It

refers food with beverages
usually linked with some kind of food service.

 Bar and Restaurant. This type of bar, food

and drink can be served at the same time or
 thge guest can have a drink first before
dining or dine first before drinking.
 Tea Houses
 Taverns
 Pubs
 Brew Pubs/Micro Breweries
 Service Bar

4. HOTEL BEVERAGE OPERATION. Three or

more bars in one roof with
different purpose and ambiance. Usually the
types of bars that an be found
inside the hotel are both bar-entertainment
and food and beverage
combination

Types of Bar in hotels:

 Lobby bar is located atb the lobby area
of the hotel, it is usually used by the
guest as a venue for meetings or
transactions.
 Coffe shop
 Cocktail Lounge/piano bar
 Poolside bar
 Banquet bar
 Mini-bar
 Restaurant bar

5. AIRLINE BEVERGAE SERVICE. Bars in

commercial passenger planes serving drinks
to the passengers. Usuallt the bar can be
foun in the business class section of the
plane. For those passengers in the economy
class if they order a drink or shot drink, it is
usually served in miniature size bottle
together with the glass where the drink will
be served. For mixed drink, it is already
mixed.

 Commercial Passenger plane

 Bar in a passenger plane

6. CRUISE AND PASSENGER SHIP

BEVERAGE SERVICE. Serving passengers in
a cruise and passenger ship. Particularly in a
cruise types of bars that can be found are
also similar to those in hotel operations since
is either a floating hotel, resort, theme park
like those cruise ships of the Royal Carribean
 Cruises.

 A Crusie Ship (Freedom of the Seas)

 A Cruise Ship Bar (Star Virgo)
 A music Lounge (Star Virgo)
 Banquet Bar(Star Virgo)

7. RAIL BEVERAGE SERVICE. Bars in

commercial passenger rail serving
drinks to the passengers.

 Rail Transport (Euro Star)

 Dining Car

8. COFFEE SHOPS/COFFEE HOUSES/CAFE.

A place specializing on coffee and serves as
ameeting place particularly for transacting
business.

 Coffee Shop (Star Bucks)

9. BEER GARDEN. Is an open –air public area

where alcohol is legally served. In Germany,
beer garden is common place particularly
during the famous October Fest.

V. APPLICATION
If you are going to build up your own beverage service establishment,
what would it be and why?

VI. GENERALIZATION
The teacher will ask the students with different relevant questions about
the important thing to remember regarding on the history of beverage service
industry like:
1. What is beverage service industry?
2. What is bar?
3. Is one of the pioneers in beverage service industry?
4. Differentiate the types of today’s beverage service industry.

VII. EVALUATION
Direction: Write TRUE if the statement is correct and leave it blank if the answer
is false.

______1. Bars offering drinks and a range of entertainment is called

“beer garden”.
 ______2. A place specializing on coffee and serves as ameeting place
particularly for transacting business is called “coffee houses”.

________3. Beverage Service Industry comprises establishments or

businesses that offer primarily beverages, foods and
sometimes with entertainment and other services.

________4. The word tavern was derived from the Greek term taberna.

________5. San Miguel Corporation is one of the pioneer in beverage

industry in the Philippines.

________6. Speakeasies is the term used for illegal liquors sold during
the prohibition (alcoholic beverage were commonly produced
during night time when the moon was shining).

________7. Dram means small drink.

________8. French term barre means a counter.

________9. The term bar was first used around 1952 and bars were used
before in railway stations as a counter used to dispense the
food faster to passengers.

________10. Taverns were places serving beverage particularly “ale” and

places for social gatherings during the time of the Sumerians.

VIII. ASSIGNMENT
On a one whole sheet of yellow paper, write a reflection about your
insights and experiences in the different beverage service establishments that
should be submitted on February 2, 2017, 3:00 in the afternoon at CHE Building
Rm.305.

Prepared by:
Edlyn E. Paiton
(Student Teacher)

Checked and Reviewed by:

Mr. Emerson SJ. Cruz
(Cooperating Teacher)