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Cross-Culture Drinking
Lifting Your Glass Across Cultural Frontiers
The different world cultures have determined their alcohol drinking etiquette and traditions over time. Business travelers need to be aware of these niceties as they interact with overseas customers and clients.
Down to the Pub
We are all aware, for example, of the English “Pub” culture. As many as 60% of the population frequent the ubiquitous pub and, as any business visitor to London knows, both at lunchtime and again at 5:30 p.m. There is little or no elbowroom in pubs across the central metropolis. Pints of best bitter quaffed by the multitudes, glasses of Bordeaux claret sipped by stockbrokers and gin and tonics downed by Boards of Directors; it’s almost a class identifier. Brewers and Distillers enjoy buoyant business all over Britain. To say that the British like their alcohol is a typical British understatement – but despite the compound consumption, there is little inebriation. Drinking is strictly a social thing; it’s a way of life. Visiting business people will be invited to join in – but there is no compulsion to imbibe. Sipping a non-alcoholic beverage is just fine – it’s the conviviality that counts.
British taste in beer has changed with globalization. The introduction of lagers from Europe and the greater appreciation of a ‘cold one’ have led British brewers to deliver a cooler, smoother product. The Brits like their wine and most business dinner engagements have an ample supply, although this offering is becoming less at lunchtime. Conscious of the strict penalties for drinking and driving, British business people are particular about making transport arrangements if they are taking part in business entertaining.
It’s a good idea to understand something about the beverages you drink. Scots will love you if you show some knowledge of single malts, the Irish will never forget you if you visit the Jamison distillery in Dublin, and you may get an order in Newcastle if you tell your customer you prefer Vaux to Courage.
Ice Warning
Hitting the ice away from home can be a problem. Outside the major hotels, almost anywhere in the world, globetrotting Americans experience a shortage. Ice is a rare commodity in some locations of the world. Even some famous hotels are ‘stingy’ with it. “One block or two sir?” Scooping up full glasses of ice is unusual. Overseas bartenders from Manchester to Mandelay cannot understand why a perfectly good drink should be so destroyed. Gin and tonic, that imperial cocktail designed by the British to ward off malaria, is often drunk lukewarm; Scots rarely drink Scotch on the rocks and Russians gulp succulent Vodka with absolutely no dilution! Of course ice should be avoided altogether in some places if its pedigree is unknown.
Cultured Wine
There is something about wine producing that gives a country a civilized edge. In France it is a crucial part of the meal as the wine is selected, poured and explained with great care. Tasted with concentration, your French host wants your opinion. Italy, likewise, is proud of its historic wines but less formal with its serving. The wines of Italy are more closely related to the countryside than the chateau. So you may find your wine served in an earthenware mug rather than baccarat crystal. Chileans are proud of their reds; Western Australians of their whites and South Africans of their entire portfolio. It’s worth briefing up at your local wine store before you travel to the region.
Well-done Toast
The old world drinking tradition of toasting is an excellent opportunity to make a mark with your host. Even in the most relaxed and non-formal settings many cultures pay particular importance to the ritual of toasting, acknowledging the guests and expecting a reply. With glasses charged each person raises their glass and with nods and eye contact pays their respects. In Russia one toast follows the other in rapid succession, each one being accompanied by a little speech and downing a shot of vodka or Russian champagne. The visitor may very briefly praise Russia’s heritage and commend its great future and the people round the table. It needs to be kept short and sincere. In Mexico and other countries in Latin America the formal dinner is a feature of relationship building with your customer. A toast acknowledging the country’s beauty and great historic past and wishing your venture a success will be of great advantage.
Europeans are a bit more formal with their toasting, reserving it for formal dinners often with a ‘Toast List’. In Britain the first toast is to ‘The Queen’ after which a series of speeches followed by a toast when the wine is sipped. In France your toast will win great approval if you include some words of praise in French and in Spain likewise pay respect to their extraordinary history in a few well-chosen Spanish phrases.
Asians also love to toast. In China the great formal dinners consist of much toasting even to the point of walking across the room to acknowledge a group or a high placed individual. The same applies in Japan where it is often the case where the celebration of an alliance or a transaction is made with a few appropriate remarks made about the group, not about individuals. Clinking glasses seems to be an American custom. Some overseas hosts may look with apprehension as the 18th century crystal is subject to exuberant collision.
It is good policy to have a suitable toast or two in mind when you travel overseas, it will come in very handy and is a great impression maker.
Drinking in different cultures is filled with innuendoes and codes. It takes a lifetime to learn the messages but it makes good business sense to appreciate them, and could win you business.
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