The sun is setting in Buenos Aires as my colleagues and I gather for an "after", that sweet spot between 5 PM and 7 PM. We are ready to let the workday's stress drift away.

Here, as in my current home in Toronto, this ritual is known as a term that has transcended borders and cultures: Happy Hour.

These cherished hours, typically my Thursdays in Buenos Aires, transform local bars into social hubs where discounted drinks and appetizers are offered. It's a practice that not only bridges cultures but has evolved beyond the food industry into a global marketing phenomenon.

From naval tradition to prohibition

The marriage of "happy" and "hour" took on institutional significance in 1914 aboard the USS Arkansas. As World War I began, the United States Navy formalized a scheduled entertainment period to boost sailor morale.

Though alcohol was prohibited on naval vessels, these sessions featured boxing matches, dancing, and photo showcases—a welcome break from maritime monotony.

The term's evolution took a turn in 1920 when the 18th Amendment ushered in Prohibition, banning alcohol sales and imports across America. Even under nationwide restrictions, alcohol stayed ingrained in American social life through bootlegging and speakeasies—those clandestine drinking establishments where "happy hour" became code for secretive drinking sessions.

Evolution into modern business strategy

After Prohibition's repeal in 1933, happy hour emerged from the shadows as a legitimate business strategy. In the 1950s and 1960s, having a cocktail after work became part of American social life, and the term “Happy Hour” became commonly used by civilians.

As alcohol consumption increasingly overlapped with working hours and commutes, many states in the US, and even some Canadian provinces banned 'Happy Hours' in the 1980s, prohibiting bars from promoting alcohol in ways that encouraged overindulgence.

Still, people got together after work to unwind the day, and those bans were progressively lifted over the 90s, while other regulations took place. For example, the Zero Tolerance laws state that drivers cannot have any alcohol in their system while driving. Over time, bars and restaurants recognized its potential to transform slower business periods into profitable social gatherings. The practice evolved into a sophisticated marketing tool that would eventually spread worldwide.

Today, happy hour manifests differently across cultures while maintaining its core appeal: In Europe, it melds seamlessly with the Aperitivo culture, where low-alcohol drinks and bittersweet liqueurs prepare palates for evening meals British pubs adapted the concept to complement their centuries-old social traditions Asian cities modified it to serve growing expatriate communities while incorporating local customs Argentina blends their Aperitivo traditions with its famous late-night dining culture, creating unique social experiences Brazilian “botecos” and Mexican cantinas offer local favourites like caipirinhas and tequila shots, pairing them with regional snacks in a lively, community-oriented setting.

This adaptation underscores happy hour’s universal appeal while allowing for a celebration of local culture.

During the COVID-19 pandemic, with bars and restaurants temporarily closed or operating under strict restrictions, virtual happy hours became a surprising trend. Platforms like Zoom and Microsoft Teams were transformed into virtual bar tables where friends, families, and colleagues could connect over drinks from the comfort of their homes.

While these virtual gatherings lacked the ambiance of a bustling bar, they reinforced the importance of social connection—even in isolation. Technology has played a pivotal role in redefining how people engage with this time-honoured tradition.

Social media, in particular, has made happy hour not just a local event but a shareable experience. Instagram-worthy cocktails, check-ins, and live-streamed moments encourage others to join in or seek similar experiences.

Hashtags like #HappyHour, #DrinkDeals, and #5to7 highlight the universal appeal of these shared moments. These online trends amplify the reach of happy hour promotions, making them even more impactful for businesses. Apps like Untappd, Yelp, and local event organizers’ tools allow users to discover nearby happy hour deals, complete with ratings, photos, and even curated recommendations.

A continuing evolution

The concept's success has inspired adaptations across numerous industries, for example: Retail stores offer flash sales during typically slow hours Spas and salons promote off-peak services Entertainment venues provide time-limited discounts Transportation services implement dynamic pricing during specific periods

The key elements remain consistent: time-limited promotions, special offers, and the creation of urgency around a particular window of opportunity.

I remember living in Montreal and enjoying their "5 à 7. " It's clear that happy hour continues to reinvent itself. What's particularly interesting about this evolution is how each culture has maintained its unique identity while adopting the happy hour concept—a global phenomenon that adapts to local cultures while maintaining its essential appeal as a time for relaxation, socialization, and bonding.

In an era of global connectivity, happy hour remains a testament to how cultural practices can cross borders while taking on local flavours. From its beginnings as naval entertainment to its current status as a worldwide marketing strategy, happy hour demonstrates the enduring appeal of combining social connection with consumer value.

Ultimately, happy hour’s enduring appeal lies in its ability to bring people together. Whether it’s a sailor seeking respite during wartime, a weary office worker looking to unwind, or a traveller experiencing local customs, happy hour offers a universal promise: a chance to pause, connect, and enjoy life’s simple pleasures.