Seduction in the Modern-Day Bar
Modern-day seduction Bars have moved on and left a lot of people misplaced, bewildered when buying.
It’s the first conclusion one comes to after two days at the “experts and connoisseurs” symposium last month in Milan.
It was a very mixed audience; there were experts in drinks, sociologists, entrepreneurs from China, Japan, United States, Britain, Scotland, France, Italy, Spain, as well as from other emerging markets such as Russia and India. Amongst the entrepreneurs, except for Japan and India, there was an equal number of men and women in the different groups. If one took a bird’s eye look at the audience, one could say most of the participants were over 30 years old.
“Millennials make a lot of noise”; they give the impression of being a multitude, however, when they invest in seduction, they’re not the main market. One has to wait until they reach the forties, and begin to spend on happiness”, thus explained Nicole from the mighty French perfume sector. The audience applauded her enthusiastically, with the Italian group leading the cheers.
Seducers don’t buy generic bottles
When a person enters a wine and spirits shop, he isn’t looking for wine or spirits…we commented when on the second day we had our turn at a 10-min presentation, during which, according to the ruling, 2 slides were to be shown, and 1 question from the audience had to be answered.
The sentence regarding what in reality we’re looking for when we shop seemed to put the audience on alert. They were anticipating yawns and lots of statistics in the interventions of the sociologists, and specialized critics (my case).
Men and women don’t buy bottles. “They buy pleasure, delight, entertainment, reward, seduction”, I reasoned, bringing on silence in the auditorium.
And immediately, when they were all waiting for a shortlist of brands and drinks with real or imaginary seduction prowess, I introduced the issue of the importance of the feminine palate in contemporary bars.
“In the art of seduction, this famous painting does not represent Twenty-First Century Bars” I said, while the digital screens showed “The Folies- Bergèr Bar” painted in 1882 by Edouard Manet, with Suzon, the lovely barmaid, in the foreground.
Would the modern-day bar exhibit bottles wine? Asked Hiro, with the stance and age of being in command of the Japanese group.
Yes, I answered, for these four reasons that we explained right away. First, because Wine defines a Lifestyle, especially in the Twenty-First Century. You’re experiencing it right now in Japan.
Secondly, the wine bottle at the bar talks without you having to explain anything; it awards prestige, confers distinction. It’s also understood as homage. The bar would have to have one bottle of white wine, one red and one sparkling, all French. And one Portuguese, Oporto.
The wine bottle in the bar is unusual, it breaks rules, it talks, without you, the connoisseur, affirming it. Should it be cool? Of course! But only for the 35-45 minutes, it needs; if you are seductive, you’ll have thought of it.
As a third argument, the previous one reaffirms the usefulness of wine. As has been spread widely during the last 35 years globally, this drink empowers and differentiates the social seduction rites, interpersonal relations and business interactions.
Lastly, exhibiting wine bottles at a bar (side-by-side, next to the traditional whiskey, rum, vodka or gin bottles) reinforces their image and suggests “culinary art”, so don’t try to practice it.
A bottle and a glass without a snack, turn off bliss
In the auditorium, a group of followers of maestro Massimo Montanari from Bologna University stood out. They showed one single PowerPoint slide, which said: “drinking or eating alone is not human”.
They stole the show. For those not familiar with academic readings, Montanari is considered one of the greatest contemporary historians. He teaches Medieval History and Nutrition at Bologna University, where he’s also the head in (Storia e Cultura dell'alimentazione)
We all agreed. The discrepancy arrived half an hour later when we tried to reach as conclusion of the event a nominal reference regarding which should be the bottles present at the modern seduction bar.
The French and the Italians engaged in a dialectic and historic confrontation with their preferred brands: Amaretto di Saronno, Di Amore Quatro, Limoncello, Strega and Frangelico started the fight against the French who shielded themselves and fought back with Grand Marnier, Chartreuse, Cointreau, Mandarine Napoleon, Pastis, and Pineaud des Charente.
The Germans charged with Jägermeister, the Americans with Hpnotiq, the Irish Cream Bailey’s, and the Scots’ Drambuie.
The veteran Italian professor acting as master of ceremony tried to no avail to rescue order and impose some silence. He was overwhelmed by the new protagonists of consumerism, that is, the women leading the revolution in bars in China, Russia, India, and Japan.
If at that moment it would have been possible to film from a drone what was going on, we would have seen how the creations they tried to combat with fireworks and irreverent mixtures, the seductive drinks 100-200 years old, with a legend, were being cornered at the famous Universitá degli Studio di Milano. Excellence will always prevail.