The Bar and Beverage Book
Chapter One
THE BEVERAGE INDUSTRY,
PAST AND PRESENT
The drinking of alcoholic beverages is as old as human
history, and the serving of drinks for profit is as old as
the concept of profit itself. In most cultures over the
centuries, these beverages have been accepted as an essential
part of everyday life. And yet they also possess a
magic that can sometimes take the edge off human troubles or add a
special dimension to a ceremony or celebration.
There has always been a dark side to alcoholic beverages, too,
which we will examine in coming chapters. The purpose of this chapter,
however, is to offer a glimpse into the past and the present, both
good and bad. It will provide you with important background to help
you understand the challenges that the bar and beverage industry
faces today.
THIS CHAPTER WILL HELP YOU ...
* Learn the historical importance of alcohol in religious rites, ceremonies,
and medical treatment; in meals; in fellowship; and in humankind's
search for wisdom and truth.
* Learn about how wine, beer, and ... read full excerpt from The Bar and Beverage Book ebook
