By Nimish Dwivedi

Start of the year. Looming business challenges. A few of us decide to meet over a drink to discuss some of these challenges at leisure and to figure out some approaches.

Then the business challenge got converted into a where to meet challenge and that challenge multiplied rapidly. Some were non drinkers who were averse to the idea of spending the whole evening sipping soda or badly prepared juice. Some complained of a slight cough or a slight cold and were a bit scared of going into a crowded place. And some had plunged right into “Dry January” a movement that began sometime around 2014 in the UK and Europe which seems to be gaining ground globally where people abstain from drinking during the month of January in an attempt to shake off all the excesses of the yearend holidays.

The conversation now went on to possible locations where all the requirements above could be met in some way if not entirely. And after a considerable number of minutes spent there was no consensus but a lot of opinions on the various options which were juggled around. Some places had really loud music and conversation was not possible. Others had really greasy starters which no one wanted to eat. Finally the business challenges discussion continued in a claustrophobic office over iced tea with some fairly icy results.

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While there have always been all kinds of theme bars, this instance leads one to the thought that maybe it is time to re-imagine bars for a COVID transformed world where everything that we accepted as a standard or routine in the past has been challenged or transformed . Even the popular song which went “Peene Walon Ko Peene Ka Bahana Chahiye ” perhaps needs to change in today’s times to “Peene Walon Ko Jeene Ka Bahana Chahiye”.

Which leads to imagining new age theme bars for a post COVID world that can welcome new age teetotalers, limited period abstainers such as those following Dry January, and health seekers who are worried that an evening spent at a bar may make their slight cough or cold worse.

Now instead of inhaling passive smoke imagine inhaling health giving steam at bars. A bar with a special steam room instead of a smoking room or a cigar room that provides a 5 minute steam inhalation session to all patrons, anytime during their bar hopping session. A few months ago there was this viral video of a steel pipe attached to a pressure cooker allowing three or four people to inhale steam. Now imagine bars serving steam pipes instead of sheesha pipes. And adding their unique touch where customers can choose their favourite oil – Eucalyptus Encounter or Pugnacious Peppermint or Olfactory Oregano. The opportunity of a “nasal sauna” before, after or during a conversation may make bar visits a permanent habit amongst the new segment of temporary abstainers. No “Naak Mein Dum” phenomenon then.

So the segment of the slight cough and cold types heading to a bar is covered.

What about the newly emerging segment of abstainers? Before the Hera Pheri of Baburao Apte there was another Hera Pheri released in 1976 starring the legendary pair of Amitabh Bachchan and Vinod Khanna. At a casino, the waiter asks Vinod Khanna what drink will you have and rattles of a range of choices. Calmly, Vinod Khanna orders a lassi. The waiter nearly faints.

Sometime ago the BBC had an interesting article about an Instagram friendly cocktail spot in New York City that had all the trappings of an inviting evening out bar. Except for one. It did not serve alcohol. It is designed to cater to people who want to go out and socialize but choose to avoid alcohol. There seem to be quite a few of these alternate socialising options mushrooming across the US and the UK allowing for an evening out without any hangover or blurred memories the next morning.

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Imagine a socialising nightspot serving fresh juices, specially curated (yes, nowadays nothing remotely connected to marketing can be written without using the word “curated”) evening smoothies, pro-biotic drinks ranging from lassi to kombucha instead of sodas, sugary sodas and iced water. Also, all served with healthy munchies like nuts, cut fruits , dry fruits, and pro-biotic snacks like kimchi instead of artery clogging bhajjis and blood pressure spiking salty namkeens.

Finally for the ones’ who still need a drink imagine sipping cocktails an entire evening that not only give you a high but also keep your immunity high. Sometime in 2020 Forbes had an article on bars in the US that provided immunity boosting cocktails. One of those for example had chai, ginger, cinnamon, cardamom and was served warm laced with spiced rum. All organic ingredients locally sourced. Even that is possible.

We scrambled out of the office and made our way to one recommended destination . As we entered there was a sign outside the board which said “Happy Hour – Kombucha available.”

Doing a bit of a cha cha to that I thought – well its time for Bradley Cooper and the gang to start planning the next phase of their Hangover franchise. “No Hangover” or “Health Over” as possible titles perhaps?

On that note wishing everyone a happy and a healthy 2021.

The author is a consumer marketing and financial services veteran who has lived and worked in Japan, Hong Kong, Singapore, Dubai and Vietnam. He is also the author of the best selling book Marketing Chronicles. Views expressed are personal.

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