Next wave in booze: Sour Grapes?

Found this article courtesy of the latest installment of Ronnie's highly-informative Weekly Chicago Food-Media Digest:

Next wave in booze

"I take pride in creating a delicious cocktail the right way, and you can make the guest much happier making a drink in two to three minutes, skipping all the indulgent techniques [such as excessive shaking, repeated ‘taste testing’ with straws, etc.].”

Well, if he's not shaking/stirring long enough and not straw-tasting (or taking other active measures to ensure the consistency of his product), I really don't care to sample the fruits of his labor, no matter how quickly he can churn them out. Most people don't understand how long it actually takes to cool a drink to optimal temperature, but 3-4 seconds of shaking doesn't cut it. For stirred drinks, there are some studies out there that suggest you need to stir for almost 2 full minutes to get proper mixture, dilution and temp... Not every guest is there to get blotto. Some are certainly made happier by the careful crafting of the drink and garnish(es), which require additional time.

"I believe that we’re going to see more concepts develop around the idea that ‘less is more,’ but with quality product. Smaller, intimate, friendlier environments—this will be the new wave, even in the downtown area.

This I can totally get behind...smaller venues certainly work (and well), as Milk & Honey and Death & Co. prove. That said, each bar is what you make it. Each table or section of bar at the Violet Hour is a perfectly intimate/friendly environment, in my opinion...though it depends entirely on approaching it with that frame of mind.