by Zoë Pollock
The three-Martini lunch fell into decline in the 1970s, the victim of sober economic times that demanded clear-headed executives, and also of political pressure: Jimmy Carter made it an issue in the 1976 presidential campaign. Morgan Stanley’s New York bankers, for example, were instructed to avoid the drinks cabinet except when entertaining European clients (who could hardly be expected to make it through the day without a snifter).
The case for bringing it back:
[A] recent paper from the journal Consciousness and Cognition by psychologists at the University of Illinois confirms what many have long suspected: a couple of drinks makes workers more creative. Tipsy employees, they say, find it hard to focus on a task, but this makes them more likely to come up with innovative ideas. This may help to explain the success of Silicon Valley, one of the last workplaces in America where hard and soft drinks still jostle for space in the company fridge.