There are signs and symbols in everything we do, see, feel, and know. When we see a particular face with different natural and unnatural attributes, we pass judgment as to what type of person that individual is. Right or wrong, we judge everything by its cover daily. That being the case, why not alcoholic beverages? This exercise entails thinking of an alcoholic drink, the type of glass it is in, the atmosphere in which the drink is consumed, and the type of person who drinks it. Does the drink infer affluence? How about emotion? Or maybe sophistication? No matter what the message may be, we must realize that there is a message being conveyed whether or not it is true.
Take this delicious mug of beer. I imagine several different images creating a picture of the middle class. Some may ask how is that possible? Well we must break up the different semiotic definitions related to this mug of beer. First of all, let us determine who would drink this beer. Obviously an affluent person isn't likely to drink a beer from a mug because it is not sophisticated enough. A mug often has beer sloshing and foaming down the side and rich people seldomly get their hands dirty. These being the case, who do you think would truly appreciate an ice cold mug of beer? Of course, the blue collar worker who just got off of work and is sipping a cold one to relieve the tensions of the day.

    The next thing to address is the setting in which the beer is consumed. I imagine an Irish like pub with a long bar lined with stools. There are some small round tables but only a few and they only sit four people. This is a place where regulars are common place and it is the town bar. Perhaps a small neighborhood bar on a corner in Newark or Buffalo. Another setting is the infamous bar Cheers, you know a place where everybody knows your name?
 

How about the shot glass? What do you think this signifies and who do you imagine enjoying this drink? I picture an overworked business person drinking this to forget some of the soul destroying decisions made throughout the day. The only way this person is able to live with those decisions is by meeting oblivion. Or perhaps a policemen or public attorney who has lost a case freeing a known felon to harm others. Knowing that they had done everything within their power and knowing that it was not enough leads them to seek solace in a jigger. Bottom line, the person who is drinking shots, whether rich or poor, sophisticated or provincial, is trying to escape whatever pressures they feel in life as quick as possible.
 

    How about this bottle of red wine?  The nectar of romance, red wine is the drink of love. This is a drink which is shared betwixt two lovers dining al fresco near the Canals of Venice. The lights are dim and candles are lit with soft Italian music playing in the background. A lovely trellis full of ivy and red roses and the trill of a nightingale adding to the enchantment of the evening. Other couples are cuddling, drinking mulled red wine, as they float down the canal in a romantic gondola. These are the images which red wine signifies.

    How about the uncorking of a bottle of bubbly? What semiotic meaning can we gather from it? Obviously, Champagne is a drink that signifies affluence and the upper class. A posh gathering of the rich and wealthy, drinking bubbly and rubbing shoulders with the premier of society. The wife of a successful politician or entrepreneur in her custom made, quality named dress with several strands of pearls adorning her neck and diamond rings illuminating her fingers and ears. A well known example of a woman who would play the rich social scene with a flute of Champagne would be Jacqueline Kennedy Onasis.

    The Martini is well known both for its sophistication and charm. The best knownsaying in reference to a Martini is "Shaken not stirred." This infamous saying comes from the 007 movies featuring James Bond. In fact, the sophistication, elegance, and charm ,which James Bond embodies, are the same things that the Martini represents. A drink that represents the rich and affluent while being smooth and dry, the Martini is the drink of the upper class.

What do you think of this drink? Perhaps a glass of whiskey or brandy being sipped by an Executive business man in a coat and tie? Or maybe an upper class bar with padded chairs and stewards with bow ties? A place filled with briefcase carrying men and a few women, socializing after a busy day staring at the computer and talking on the phone. Maybe even talking on a cell phone at the bar conducting business where ever necessary. The dedicated employee and money grubber, this business man drinks to relax since he is often incapable to relax without a stout drink. Whether it is with ice or not, water or straight, this drink is for those who work long hours.

    How about a steaming cup of coffee and Bailey's Irish Cream?  Like Kahlua and milk, Irish coffee is an effeminate drink. Affluent yuppies and women are often seen drinking it in San Francisco and other California bars.
 

    No matter what we drink, how we drink, where we drink, or what we do when and after we drink, we must realize that we express different messages in everything we do. If you want to present an image of affluence and prestige, drink a flute of Champagne or a Martini. If you want to portray a blue collar worker, you would want to drink a mug of Beer. If you did not care what message you were conveying to others, then you would drink whatever suits your palate. Semiotics, like stereotypes, only take you so far. Now and then we should step out of society's molds and be original.
 

These animation picture were generously provided by Animation Factory. Click on the name to see some cool animated images.
 

                                                                                                        E. L. Spencer
 

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