There are so many things that we just do. We don't know where did they start or why do we do them . Pure social inertia. Sharing drinks at a bar, at least for me, is one of those things.  Many people in other places socialize or party differently. But in the West, cheering over cocktails,  beers, or mezcalitos, if you are lucky, is the norm. In this conversation with Kraig Rovensky we explore the many ways in which the spirits industry, and the places where we party and socialize, are changing. And we speculate on how they may look once we recognize that drinking ethanol is not the only way to play with our moods and vibes.