1. 1. Anthropology of the Modern Bar Truly, drinking is woven into the very fabric of social existence, for better or worse Mandelbaum, 1965 Claire Smith-Warner Belvedere Vodka @belvedere claire Jeffrey Kluger Author & Editor at Large, Time @jeffrey_kluger Tristan Stephenson A Curious Bartender @trisstephenson #BarAnthro #totc/@totc @belvederevodka Wifi code:#KnowTheDifference
2. 2. Thank you!
3. 3. Anthropology of the Modern Bar Truly, drinking is woven into the very fabric of social existence, for better or worse Mandelbaum, 1965
4. 4. ANTHROPOLOGY IS NOT An inspiring place to shop for women's clothing, accessories and home decor.
5. 5. the study of what makes us human ANTHROPOLOGY IS
6. 6. Anthropology provides a window to our past, a mirror for our present, and a lens through which we look to the future. Anthropologists research, observe, analyze, and apply what they learn toward an understanding of the many variations of the human condition. A grounding in past human adaptations, both biological and cultural, contributes to our understanding of adaptations today
7. 7. An Anthropologist Walks into A Bar
8. 8. The Human Experience of Todays Modern Bar Focusing on: 1. The role of the Modern bar in peoples lives today, versus in the past 2. How the environment has changed, what has remained constant, what weve lost and what weve gained 3. Ways to improve your business beyond what youre currently doing, by identifying why todays customer chooses your bar. 4. Case studies of other business that used similar techniques, identifying some key takeaways that are enlightening and we hope, useful.
9. 9. ...in the words of at least one Czech, a man's relationship with a beer is just like a relationship with a woman: when you are enjoying either you should not be thinking of any others' Timothy M. Hall, Pivo at the Heart of Europe CONGREGATE Belvedere// Rye malt syrup// soda//Spritz of Wormwood tincture
10. 10. THE BAR AS A MEETING PLACE THE ANTHROPOLOGY OF THE MODERN BAR
11. 11. Drinking is a social, rather than an anti-social act. Jon. P. Mitchell & Gary Armstrong Cheers & Booze: Footbal & Festa Drinking in Malta Drinking is a social activity in the company of others; it is considered inappropriate and suspicious if one drinks alone (Zhang 1982;13-14; Man 1998:111; Lee 1999:213) Drinking does not, in any society, take place just anywhere, and most cultures have specific, designated environments for communal drinking (SIRC, 1998)
12. 12. a major contributor to the maintenance of social capital and of healthy community life.
13. 13. ..daily life, in order to be relaxed and fulfilling, must find its balance in three realms of experience One is domestic, a second is gainful or productive, and the third is inclusively sociable, offering both the basis of community and the celebration of it Ray Oldenburg
14. 14. Neutral ground Conversation Accessibility Regulars Symbolism Playfulness Home from Home SNSPA, Anthropology of Pubs: Identity Role of a Pub, 2004
15. 15. homeliness Root My local warmth
16. 16. When individuals enter a particular pub they are purchasing far more than a particular product, such as a drink or a meal. They are also purchasing an experience or ambience, which is associated with desire, and the creation and expression of identity and lifestyle. What is important is not so much the actual products that are consumed but the meanings attached to those products. WATSON, D. (2002) Home from home: the pub and everyday life in T. Bennett & D. Watson (eds) Understanding everyday life, Oxford: Blackwell / Open University, pp. 207
17. 17. CONVERSATION?
18. 18. ACCESSIBILITY?
19. 19. REGULARS?
20. 20. HOMELINESS?
21. 21. Pubs have much to do with habit and repetition: as expressed in the term regular. They may offer a real sense of continuity, regularity and order that is fundamental to a sense of place, time and security. Pubs have always been closely related to everyday community life Anthropology of Pubs: The Identity & Role of a Pub
22. 22. Oldenburgs Third Place: homeliness A root My Local freedom-to-be warmth Together, all these features serve key psychological needs Owners Sean Muldoon and Jack McGarry emigrated from Belfast, Northern Ireland, four years ago with dreams of opening a pub that reminded them of home. You won't find a neon Guinness sign in the window, nor are there shamrock lanyards around bartenders' necks. The Dead Rabbit serves 145 varieties of Irish whiskey and 100% authenticity. The crowd is a mix of regulars who work in the Financial District and tourists who've heard of Dead Rabbit's reputation from across the pond. Despite its accolades, Dead Rabbit remains entirely unpretentious. Bartenders welcome regulars by name and pour warming drinks heavy on the liquor. It's the Irish way Why The Dead Rabbit is the Best Bar in America, Business Insider, 2015
23. 23. recharge themselves with emotion.
24. 24. reload themselves with their lifestyle
25. 25. a quick massage of the soul for stressed out customers Mikunda, 2004: 6
26. 26. Drinking at Artesian is the cocktail lovers equivalent of a night at the theatre a stage, a way to communicate with a guest.
27. 27. When we opened Artesian my philosophy was that stuffy classic old fashioned hotel bar with its jazz music and arrogant staff was the last place anyone would actually want to be drinking. We've taken out the crap, and kept everything what makes a great bar. Artesian is a social hub where you pop in for one and six hours later you realise you are still here, it's a place where time doesn't matter, because everyone is having good time. Our cocktails might not be for everyone, but they are for anyone with opened mind. Alex Kratena
28. 28. Scientists speculate that we humans may be built to automatically imagine and simulate how others see, hear, taste, smell and feel things, and that these imaginings shape our experiences of the world. We spend time every day in the company of others, but without explicit communication. Our lives unfold socially but silently, but even in the silence, good experiences get better and bad experiences get worse The Power of Two: Why Sharing is Better, Association for Psychological Science, 2014
29. 29. Today, consumers are increasingly interested in experiences which are: Unique Personalized Entertaining Relevant Authentic Intimate Have a form of added value often promoted via sharing on social media and word of mouth The Future Lab 2013
30. 30. I realize that a third place doesnt have to be a natural phenomenon. It just has to be an escape if you want to play football then football can basically become your third place.A third place can fill a hole that you cant fill at the first or second place.
31. 31. Take Away Not everyone wants to feel like a regular, but many do. Create the impression of regularity through providing either a home away from home or by building a strong virtual community so that guests feel like they know you. The Modern Bar is increasing becoming an anti-social hang out, where smart phones replace conversation, and checking in leads to checking out from our community. How do we get back to being social? Consider whether you are recharging your customers with emotion or providing a site of regeneration and restoration. Define your role in your customers life and build a connection beyond a commercial one.
32. 32. BELVEDERE INTENSE I PLACEBO WINE I PILL
33. 33. ANTHROPOLOGY OF MODERN BAR BARTENDER AS MEDICINE MAN AND LAWGIVER
34. 34. We serve a mind-altering substance at the edge of politic society -- nobody roofies another table's entree; people don't as a rule get into their car after some satisfying dishes, bulldoze into a biker, then speed off. High-end, service oriented restaurants take people on a tour of heaven; they're not in the business of ferrying folks over the river and getting them back again safe. the decisions we make on who-to-serve, when- to-serve-them, and how-much-they-oughta-have basis are (a) profoundly HARD, (b) important, and (c) affect people beyond the person served. A host shares responsibility for the actions of his/her guests. Sad that it's necessary to *LEGALLY* codify that responsibility, because people can't be trusted not to shirk it. Nicholas Jarrett, Cure
35. 35. BAR AS MATING SITE/TERRITORY/BEHAVIOR SHAPER
36. 36. SPERM IS CHEAP
37. 37. CONFIRM THE ILLUSION OF INDIVIDUALITY
38. 38. TOAST
39. 39. BAR AS BUSINESS PLACE/ NEWS SOURCE/CAUCUS ROOM
40. 40. knots of men rightly sorted'.
41. 41. CELE CELEBRATE Belvedere Dolin Drops Acid Phosphate raspberry & mustard seed syrup 0.5g albumin powder
42. 42. Making your way in the world today takes everything you've got. Taking a break from all your worries, sure could help a lot. Wouldn't you like to get away? Sometimes you want to go Where everybody knows your name, and they're always glad you came.
43. 43. Thank you (again)! This slide deck/video/audio will be available on Tales365.com soon! Please follow @belvedereclaire and Ill announce when this is available!
44. 44. Sources Anthropology of Pubs, the identity role of the pub http://www.ccrit.ro/Pdf/ResearchReports/ResearchReportRalucaNagyCristinaP.pdf Brand Lands, Hot Spaces and Cool Places, Christian Mikundo 2004 https://books.google.com/books?id=kbAtsd8jL5MC&printsec=frontcover&source= gbs_vpt_buy#v=onepage&q&f=false Drinking Cultures, Thomas M. Wilson An Anthropologist Walks into a Bar Christian Madsbjerg & Mikkel B. Rasmussen Harvard Business Review, 2014 Moment of Clarity: Using Human Sciences to Solve Your Toughest Business Problems: Christian Madsbjerg & Mikkel B. Rasmussen (2014) The great good place: Cafes, coffee shops, bookstores, bars, hair salons, and other hangouts at the heart of a community, Ray Oldenburg, 1999 Anthropology of food Thomas Wilson, 2004 Cheers & Booze: Footbal & Festa Drinking in Malta Jon. P. Mitchell & Gary Armstrong
45. 45. Anthropology of the Modern Bar Truly, drinking is woven into the very fabric of social existence, for better or worse Mandelbaum, 1965 Claire Smith-Warner Belvedere Vodka @belvedere claire Jeffrey Kluger Author & Editor at Large, Time @jeffrey_kluger Tristan Stephenson A Curious Bartender @trisstephenson #BarAnthro #totc/@totc @belvederevodka Wifi code:#KnowTheDifference