Designing Alcohol Intoxication: How Pubs, Bars and Nightclubs Increase Alcohol Sales
Research Article
Abstract
Introduction
Using ethnographic data, this paper investigates the techniques used inside pubs, bars and nightclubs to solicit and sustain alcohol consumption among patrons. Focus is on venues with the majority of patrons belonging to the age group of approximately 15–35 years.
Method
A team of 12 researchers collected the data through interviews and observations in pubs, bars and nightclubs in four cities across Denmark.
Results
The paper identifies a number of techniques, both overt and covert, including:
- Alcohol advertising;
- Special offers (e.g. ‘Happy Hours’ and ‘all you can drink’ specials);
- Bartenders’ use of strategic intimacy, flirtation, and encouragements to buy more;
- Devices to consume faster (e.g. shot glasses, ‘beer bongs’ and large pitchers); and
- Architectural features that discourage moderate alcohol use while accelerating the purchase and intake of alcohol.
These techniques were used most extensively in low-priced venues with the youngest patrons (e.g. themed chain pubs) and less so in more expensive venues with more adult patrons (e.g. craft beer bars).
Conclusion
The paper argues that youth-oriented alcohol serving venues may be conceived as staged atmospheres of consumption where individuals are seduced and compelled into purchasing alcohol.
