Module No.

1 In order to solve this problem they tried to come up

with the alternative drinking liquid particularly
Beverage Service Industry derived from fermented cereal grains.

Thus, ale was created which is today’s beer. Some

I. Lesson Objectives:
Sumerians produced more ale not only for themselves,
* Define what beverage service industry is;
but also for others who could not produce their own
* Trace the development of beverage service
and this also led to the establishment of the forerunner
industry from the taverns to today’s beverage service
of today’s bar, the tavern.
establishments; and
* Compare and contrast the types of today’s
Taverns were places serving beverage particularly
beverage service establishments.
“ale” and places for social gatherings during the time
of the Sumerians.
II. Definition
Beverage Service Industry comprises
*The word tavern was derived from the Latin term
establishments or businesses that offer primarily
taberna and the Greek tavern, whose original meaning
beverages, foods and sometimes with entertainment
was a shed or workshop.
and other services.
*Taverns have existed in England as early as the 13th
Bars are establishments or businesses that
Century and were often kept by women usually known
primarily offer beverages, food and sometimes with
as Ale-wives.
entertainment and other services to its customers.
*By the 19th century in England, the word tavern had
III. History
evolved, from tavern to public house (pub).
The beginning or the development of the
Hospitality industry in general and the Beverage
B. The Empire Era 3200-AD 476
service industry in particular can be traces back to the
time of the Sumerians.
As a proof that taverns continued to exist after the
time of the Sumerians, a papyrus was discovered
A. Ancient Sumeria/Sumer 4000 BC
from ancient Egypt which contained some warnings
that says
Some part of the Sumeria today is the present day
Iraq.
“do not get drunk in taverns… for fear that people
repeat words which may have gone out of your
Sumerians were the most progressive group of
mouth without you being aware of having uttered
people because they were skilled:
them”
*Traders
*Farmers
Ancient Greece 1100 BC
*Craftsmen
Greeks travel for the ff. reasons:
Sumerians also made a great contribution to the
development of the civilization. Here are some of
*Religion- pilgrimage was the form of religious
the Sumerian legacies:
travel during the early time in Greece.
*Inventions of the wheels (potter’s wheel)
*Sumerian’s cuneiform writing system
* Sports or Game- The world famous Olympic
*Sumerians were among the first astronomers
Games started in Athens, Greece at the foot of Mt.
*The first true city states arose in Sumer.
Olympus.
In the Middle East, one of the problems is the
*Conquest- Alexander the Great led his army in
availability of potable water. Sumerians also
conquering different countries and continent for the
encountered this problem.
purpose of uniting people under one leadership.
 3. Raleigh Tavern- Williamsburg, meeting place of
Establishments serving foods and beverages. the patriots including Patrick Henry and Thomas
During this time of the Greeks, there were places Jefferson.
serving food only for the rich and the poor.
4. Queens Head or Fraunces Tavern- This was
*Lesches- serving fine food and drinks for the rich. where the New York Tea Party was held and where
*Taverns-places for the poor George Washiongton bid farewell to his fellow
officers.
Ancient Rome 500BC- 476 AD
1850 –Taverns turned into large scale inns for
As more people travelled, the number of places travelers and business persons and later it became
serving food and drinks also increased. As a proof in hotels.
Pompeii, Rome’s 118 bars or taverns were discovered
after it was buried by the explosion of Mt. Vesuvius. The concept of today’s hotel originated in America as
Public Places.
Romans travel for:
1. Trade 1920- Prohibition Law or 18th Amendment Law was
2. Religion passed. This made manufacturing, selling and
3. Pleasure or relaxation importation of alcoholic beverage in America illegal.
4. Political
Large numbers of establishments such as bars/
Other versions of taverns all throughout Europe: taverns hotels, wineries and distilleries stop to
operate. Vineyards stopped producing grapes Lot of
1. Inns are establishment where travelers can produce people lost their jobs and the government lost a large
food, drink, and lodging. amount of revenue from the taxes generated from
those establishments. It was one of the major cause of
2. Pubs are establishment which serves alcoholic the Great American Depression.
drinks especially beer for consumption on the
premises. Pubs are commonly found in English- Although alcoholic beverages prohibited, still
speaking countries, particularly in the United alcoholic beverages, the activities and the suppliers
Kingdom, Ireland, Canada, Australia and New were known as:
Zealand.
SPEAKEASIES/ BLIND PIGS- were places that
3. Cabarets are restaurants or nightclubs with a stage sold illegal liquors during the prohibition. It was in
for performances and the audience sitting around the speakeasies/ blind pigs that cocktails gained its
tables watching the performance. Today cabaret is popularity since alcoholic beverage were sold with
commonly known as show. poor quality.

The Importance of Taverns in American History: SPEAKEASIES where the rich Americans have
Taverns served as a place or rendezvous for their drinks and blind pigs were the places for the
revolutionaries before the war. It was the place where poor.
revolutionaries started to plan the uprising against the
British government. MOONSHINES, the term used for illegal liquors
sold during the prohibition.
Early American Taverns:
MOONSHINING- The term used to described the
1. Hancock Tavern - The Boston Tea Party was illegal production of alcoholic beverages during the
planed prohibition year.

2. Green Dragon- Boston, Paul Revere and 30 Today, here in the Philippines in places like
companions formed a committee to watch the Laguna and Quezon, those locals who produced
movements of British soldiers.
Lambanog our local version of vodka without a
permit from the local government are also considered
moonshiners.
BOOTLEGGERS- the illegal suppliers of illegal
liquors. They were known as bootleggers because
they “started to smuggle illegal alcoholic beverage in *1927- became the Philippine’s bottler of Coca-
flask by concealing it in their boots”
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
drunk driven incident from the driver who caused the US and in the Philippines indicating a beverage
accident to the server or the place that served the drink service establishment. The term bar was derived from
to the driver.
The term was derived from:
*Dram which means small drink
*Shop, the place that serves small drinks
Third party liability law in the sense that there are
three parties involved in a 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.
IV. Development of Beverage Industry in the
Philippines
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 Philippine, the San Miguel
Corporation.
The San Miguel Corporation
*1890- founded by Don Enrique Maria Barreto 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 Magnolia Ice
Cream Plant.
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.
V. Today’s Beverage Service Industry
The term bar is the most common term used in the
the French term barre which means a counter.
The term bar was first used around 1592 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
Establishments
1. Beverage-Only Bar- it served beverage alone. No
food was served beyond snacks. This bar usually
located near terminals or stations.
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
e. Internet
f. Live performances
*live band
*stand up comedy
Types of Bar/Entertainment Combination Taverns is a place of business where people
Disco bars are types of bars where dancing gather to drink alcoholic beverages and, more likely,
(disco) is the form of entertainment and the guest food is also served.
could have both food and drinks and dance.
4. Hotel Beverage Operation
Nightclubs are drinking, and entertainment Three or more bars in one roof with different
venue which do its primary business after dark. purpose and ambience. Usually the types of bars that
can be found inside the hotel are both bar-
a. A nightclub can be distinguished from entertainment and food and beverage combination
other forms of such bars, pubs or taverns, by the bars.
inclusion of a dance floor and a DJ booth, where a DJ
plays recorded dance and pop music. Types of bars in hotels:

b. Some nightclubs have other forms of Lobby Bar- the bar located at the lobby area
entertainment, such as comedians, “go-go” dancers, a of the hotel, it is usually used by the guest as a venue
floor show or strippers. for business meetings or transactions during night
time.
Internet café or cybercafé is a place where one
can use a computer with Internet access for a fee, Coffee shop- mostly located in the lobby or
usually per hour or minute charge; sometimes one can near the lobby area where both food and drinks can
have unmetered access with a pass for a day or month. be served to the guests, particularly coffee.

Videoke bars a very popular form of bar and Cocktail lounge/piano bar- this is where live
entertainment where guests are the ones singing or or piano music is performed.
performing.
5. Airline Beverage Service
Sports bars/pool bars pool or other sports and bars in commercial passenger planes serving
watching sports are the main entertainment offered in drinks to the passengers.
this type of bar.
6. Cruise and passenger ship beverage service
Comedy bars a type of entertainment bar where serving passengers in a cruise and passenger
stand-up comedians performs to entertain offered in ship.
this type of bar.
7. Rail Beverage Service
KTV bars are the modern concept of night clubs. Bars in commercial passengers rails serving
Entertainment is in the form of videoke and live and drinks to the passengers.
performances of strip teasers or gogo dancers.
8. Coffee shops/Coffee houses/ Café
A place specializing on coffee and serves as a
3. Food and Beverage Combination meeting place particularly for transacting business.
It serves food with beverage usually linked
with some kind of food service. 9. Beer Garden
It is an open-air public area where alcohol is
Bar and Restaurant- this type of bar, food legally serve. In Germany, beer garden is
and drink can be served at the same time or the guest commonplace particularly during the famous October
can have a drink first before dining or dine first before Fest.
drinking.

Tea Houses/Rooms-Houses/Rooms- is a
small room or restaurant where beverages and light
meals are served, often catering chiefly to women
and having a sedate or subdued atmosphere.
Chapter 1 Exercise B. Understanding

Direction: Answer the following activities in Direction: Briefly state your viewpoint about the
Microsoft Word then send it via messenger or Gmail quotation presented below.
(kimb.calceta@gmail.com).
“do not get drunk in taverns… for fear that people
A. Identification repeat words which may have gone out of your
mouth without you being aware of having uttered
1. An industry comprising of establishments or them”
businesses that offers primarily beverages, foods and
sometimes with entertainment and other services.

2. These are establishments or businesses that are

primarily offering beverages, food and sometimes
with entertainment and other services to its
customers.

3. Places serving beverage particularly “ale” and

places for social gatherings during time of the
Sumerians.

4. Are establishments which serve alcoholic drinks

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

5. Restaurants or nightclubs with a stage for

performances and the audience sitting around the
tables (often dining or drinking) watching the
performance.

6. This law makes manufacturing, selling and

importation of alcoholic beverage in America illegal.

7. The term used for illegal liquors sold during the

prohibition.

8. The first tavern established in America.

9. The term used to describe the illegal production of

alcoholic beverages during the prohibition year.

10. A bar in a guest room for guest convenience.