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Need to Network? Bring the Booze

By: Dwayne W. Waite Jr.

AdLand is quite familiar with the "martini lunch," taking the account team or a client out to eat for more drinks and chit-chat than food and business. Those were done mostly because advertising is (or at least was more back then) a relationship business than a creative business.

Many people in AdLand are creative. But it's the people you like who you gave the business. It's that simple.

And now, research proves that those martini lunches had something going for them.

A study at the University of Pittsburgh reviewed groups consuming moderate amounts of alcohol. The findings showed that not only did consuming moderate amounts of alcohol increase both positive feelings and social bonding, but it also relieved negative emotions.

When one goes to a networking or after-hours event, there are usually one to two people begging that there's alcohol at the event. We know we've been that guy more than just a few times. Alcohol eases the nerves, and the study shows that with people not being so uptight, it is easier to have pleasant interactions.

The report goes on, saying that adding alcohol to the mix increased the rate of "true smiles" and the appearance of group smiles more often than groups without alcohol.

We're not sure why the research was all that necessary, since we doubt that alcohol in socials would disappear anytime soon. At least there's research now to support alcohol being there.

Bond in moderation.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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