Skip to content
The True Origins of Happy Hour: A Tradition Beyond Alcohol
For many, Happy Hour conjures images of bustling bars, discounted cocktails, and an after-work ritual centered around alcohol. But did you know that Happy Hour wasn’t originally about drinking at all?
Long before bars began using the term to advertise epic drink specials, Happy Hour had a very different purpose. One that is rooted in community, entertainment, and relaxation. At Boisson, our mission revolves around embracing that original spirit, proving that Happy Hour isn’t just about what’s in your glass, but about who you share it with and the joy of the moment.
Let’s take a journey through the history of Happy Hour and explore how it evolved into what we know and love today.
The Military Origins of Happy Hour: A Break from the Everyday (1920s)
The first recorded use of the phrase Happy Hour dates back to the U.S. Navy in the 1920s. Sailors on long voyages needed a way to unwind and boost morale, so they introduced scheduled times for entertainment, games, and social activities. These gatherings featuring music, wrestling matches, and even boxing tournaments, became known as Happy Hour.
The goal was simple: bring people together in a fun, lighthearted way before dinner, offering a break from the stresses of naval life. Importantly, these events did not revolve around alcohol.
During this era, Happy Hour was a symbol of community, camaraderie, and leisure. Values that go far beyond simply drinking.
Prohibition and the Underground Evolution of Happy Hour (1920s–1933)
When Prohibition hit the U.S. in 1920, banning alcohol nationwide, drinking moved underground. Secret, hidden bars called speakeasies flourished, offering private spaces where people could enjoy cocktails away from the public eye.
During this time, the concept of Happy Hour evolved into a pre-dinner drinking ritual. People would meet at speakeasies for a few illicit drinks before heading out to dinner at restaurants, where alcohol was prohibited.
Though alcohol became a part of Happy Hour during Prohibition, the idea remained the same: it was about unwinding, connecting, and enjoying a break from daily life.
Happy Hour Goes Mainstream: The Commercial Boom (Post-1933)
In 1933, Prohibition ended, and alcohol was once again legal in the United States. Seizing the opportunity, bars and restaurants revived the term "Happy Hour" as a marketing strategy to attract customers during off-peak times.
By the 1950s and 1960s, the term became widely recognized, with businesses offering discounted drinks, appetizers, and special promotions to encourage people to gather after work. The shift turned Happy Hour into a corporate and social tradition, where coworkers and friends would meet for a drink to transition from work to leisure.
By the 1970s and 1980s, Happy Hour had become a cultural norm, cementing itself in American nightlife and hospitality.
Happy Hour in the Modern Era: A Shift Toward Mindful Drinking
Today, Happy Hour remains a beloved tradition, but its meaning is evolving once again. With growing awareness of wellness, moderation, and mindful drinking, more people are choosing to redefine their Happy Hour experience.
From non-alcoholic cocktails to craft zero-proof spirits and sophisticated alcohol-free wines, the options for a modern Happy Hour are more diverse than ever. No longer is Happy Hour just about alcohol. It’s about intention, connection, and balance.
Many workplaces and social groups are even embracing dry or low-ABV Happy Hours, focusing on the social aspect rather than just the drinks.
Boisson: Bringing Happy Hour Back to Its Roots
At Boisson, we’re not disrupting Happy Hour, we’re reviving it.
We believe that the heart of Happy Hour lies in taking a moment to unwind, enjoying good company, and creating meaningful connections. Whether you’re sipping a sophisticated non-alcoholic cocktail, a refreshing botanical spritz, or a zero-proof wine, the experience remains the same:
✨ A time to relax and transition from work to leisure.
✨ A moment to connect with friends, family, or coworkers.
✨ A ritual that brings joy without needing alcohol to define it.
Our curated selection of premium non-alcoholic beverages offers everything you need to enjoy Happy Hour in a new, elevated way. One that prioritizes both flavor and well-being.
So, here’s to Happy Hour! A celebration of community, relaxation, and mindful choices. We invite you to cheers to what truly matters: the experience, the people, and the joy of the moment.
https://www.britannica.com/topic/Whats-the-Origin-of-Happy-Hour
https://deadpresidentspub.com/the-history-of-happy-hour-in-america/
