Bottle of Grey Goose at Ye Old Liquor Store: $30. Same bottle at a prime NYC club: $350. Bottle imported beer at Felipe’s Corner Bodega: $1.75. Lounge price? $10. From the consumer side of the bar, we all know it makes zero financial sense. Yet, throngs of college-edumacated adults, who all took Economics 101 at the least (or who are Wharton MBA’s and Hedge Fund managers at best), continually make terrible business decisions by imbibing in the company of others. WTF? Why in the hell do rational people knowingly throw away money at some dark alter, voluntarily ingesting crap-tasting mind-altering fluids that – quite honestly – quench your thirst nowhere near as well as water or Gatorade? The explanation is simple: it’s The Bartender’s Theory of Social Anarchy.
If Moral Bedlam and Inhibition could be plotted against Time and Alcohol Consumption what’d you’d wind up with is a non-linear,increasing (to a point) curve (see Figure 1 – above). In Mathematics, it would be described as an Exponential Curve where y = b^x. I was big on Calculus in college – a Mechanical Engineering major – what can I say? I’ve been studying the situation and collecting critical data (from both sides of the bar) for decades. My findings are described herein.