Cocktails & The Business Lunch
by
Nicole Ford
For decades, the three-martini lunch was a mainstay of American business. Traditionally advertising executives and power brokers closed big deals during well-lubricated meals at great restaurants around the country...and there's actually some science to it.
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Watch this video about the revival of cocktails and the business lunch.
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"I think when two people come in or four people come in, they'll order a cocktail; they immediately greet each other, toast each other, and I think that knocks a barrier down and I think it really gets conversation started," says Ken Aretsky, a restaurant patron.
Even though serving alcohol during lunch is a common business practice in Europe, in recent years America's fascination with diet and exercise put the 3-martini lunch out of fashion. But this trend is changing.
Studies show that consumption of small amounts of alcohol can lower the risk of heart attack, raise levels of "good" cholesterol and help reduce the risk of strokes. So, cocktails with lunch are becoming popular again but in a more restrained and elegant way.
That's just as well, according to Guinness UDV, because three martinis is probably over doing it.
"Enjoying a cocktail at lunch can help everyone relax and enhance the business relationship, but it's important to remember that like any other drinking, you do it responsibly," says Carolyn Panzer of Smirnoff/UDV. " Nobody is going to trust you with their business, with their services, or their products, if you get smashed over lunchtime. And remember, don't feel like you need to keep up with your colleagues. Pace your drinking. Keep yourself to one, so that you stay clearheaded."
So, enjoy your business lunch, but remember to drink responsibly.
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