Humans have been drinking 1._________

for at least 2.__________ years maybe longer 

1. fermented

2. 8000-10000

Fermaentation Early know in 

1.___________

2.___________

3.___________

1. China

2. Middle East/ Northern Africa

3. North America

at least 16 varietys 

8 barley

8 wheat

most common type eaten today is oatmeal

key ingredient is yeast

red barley

MOST common brew in Egypt

Red

Wine was one of first 1.________

Why?

1. Medicine

wine is most like blood 

best for urinary tract infections, and passing kidney stones

this is the first time people recognize better wine made in areas -- Chios

wine was often diluted

Exporting Wine in Ancient GReece

How was wine first exported?

Wine in Italy

Why was wine given the brand name opmian?

Distilling

process when liquid is heated and converted into a vapor and re-condensed 

- dehydration process

liqour leaves liquids and gets reid of solid

at a temp of about 180

Wine is 1. _______ parts water

and 

2._______ parts alcohol

1. 9

2. 1 (very pure alcohol, 100 proof)

means water of lofe 

1st category of distilled 

Types of Aqua Vitae

1. France _________

2. Scandanavia _________

3. Germany _________

1. Eau De Vie

2. Akavit (grain, caroway seed)

3. Gebranterwine or Brandewine/ Brandy- distilled white grape wine (burnt wine, boil distiling)

Beer was used for nutritional value- part of the daily diet

Medical/ Medicine: distilled "spirts" become normal to consume in daily life

chem and philosophy: alchemy

Medieval Medicine

distilling herbs ( making more powerful does that last longer)

very bitter, as a result started adding honey

North South Divide 

1. North was know for ________

2. South was known for ________

1. Brandy 

2. Grain Beverage- Schnapps, Vodka, Gin

Early Distilers and What they Made

1. Scots and Irish ________

2. French _________

3. Dutch_________

4. Russian and Poles _________

5. West Indian and Americans _________

6. Spaniards and Mexico __________

1. Whiskey 

2.Brandy

2. Gin

4. Vodka

5. Rum 

6.Tequila 

It is an image and idea promoting that getting drunk is cheaper than eating

- trying to provide moral caution

it was promoted as beverage moderation

 and as the drink of a hard working man

Beverages/ Colonists

1. Were all the ingredients brought to make beverages?

2. Where did the pilgrims stop on the the way to Virginia and why?

1. No so substitutions had to be made

2. They stopped in Massachusetts because they ran out of Booze

Beverages and Colonist 

1.Why did the colonist prefer to drink alcohol?

2. How old is the average american at the time?

3. How much alcohol does a person drink a year?

1. because water was feared to consume

2. 15 

3. 6 gallons a year 

the essence of lockjaw 

because to tetnis

Beverage Only

Bar-Entertainment Combinations

Food and Beverage Combinations

Hotel Beverage Operations

Airline Beverage Operations

the single most important act in the american revolution 

- forbid buying molasses cheap from the carribean( had not taxes)

What is the triangle trade?

about the trade of molasses 

the molasses/ sugar comes from the Caribbean to new england.

From there rum and goods go to africa. 

From Africa slaves are shipped to america. 

This is very profitable for the colonist

What are some considerations for customer potential?

It occurred in 1794 and is about a taxation issue and it was to throw off the central gov because of taxation on whisky. 

this was the first major tax on alcohol

Whisky was used in barder and trade. 

greeks drinking after diner

creating and ideal social situation/ condition to create a productive conversation

 it was the place/where most social activity was based on alcohol.

breading ground for american revolution- functioned as the public library. 

most important place in town

in the winter typically the only place that is heated

The tavern served as many things such as ...

a place of trade and business

one of the only places in which men women, children and blacks could meet

a place to diffuse material culture( showing off new goods/ products and stimulating trade)

a place to get drunk that was male only

a place that encouraged drinking and getting drunk

a scale about liquors and how strong the very and temps

(aimed towards distilled beverages)

movement about child labor

if you beleived in the Christian gospel you had a social responsibility. 

it was a liberal social movement

upset about unequal distribution of wealth

Women's christians temperance union

one of the earliest womens against alcohol movements

actual political party

still around today

1. WETS

2. DRYS

they drink for cultural events and holidays

and personal events 

St. Patrick Day, Cinco De Mayo, New Years, Halloween

weddings birthdays, graduation

Gender Considerations

women vs men drinking...