Branding and bars have long gone hand in hand. But the days when cocktail napkins, swizzle sticks, cardboard coasters and matchbooks were the last word in tactile advertising are over. In today’s distracted culture, cocktail bars need something a little flashier to chisel their names into the drinker’s consciousness. Bars are now  using stamped ice cubs  to remind drinkers where they are but I am sure after the 2nd drink you will not remember. ICE CUBE.jpg





Do different drinks effect our spirits differently?

what mood are you in?



There must be a reason alcoholic beverages are called “spirits.” Do different drinks affect our spirits differently? DIA went digging. We found plenty of theories — most of them from armchair analysts who have “proof” that: “Champagne makes me happy.” “Wine makes me flirty.” “Beer makes me tired.” “Whiskey turns me into a jerk.”

“It’s the alcohol, stupid!” Yes, WE know. But is there more to it?

There is lots of scientific jibber jabber that says the whole thing is a fake, and its just based on the amount of alcohol you are consuming, and there should be no difference between various types.

What do we think? The amount of alcohol you are consuming obviously has to do with it – but some people have different drinking habits with different drinks. If someone loves red wine, and hates beer, they will probably end up drinking more red wine, and at a faster pace. In this case, they will get the impression that they are more flirty when they drink red wine, compared to when they drink beer, if only because they are getting more alcohol into their body.

Or maybe its the mood that comes first: we choose a beverage based on our moods. When we’re sad, we drink whiskey. When we’re happy, it’s champagne. When we want to party, its tequila. That could give us the impression that the drink actually makes us feel the way we are already feeling.

What do you think? Do you have moods associated to certain drinks?

Pre-Game Rituals?


Ever have a couple drinks before hitting the bars? We think it makes sense (only for some – don’t forget to be responsible) for a couple reasons. It saves you money because you can order less drinks at the bar. It also gives you a good excuse to have people over and get friends together. Even though you’ll be out with all of your buddies soon enough… its fun to see people without the crazy crowds and before you need to play wingman for your best friend.

So we want to know, do you have any pregame rituals? What do you usually pre-game with?