In my research into nineteenth century Canadian drinking habits, I very quickly learned that the temperance folks had a special enmity for the custom of treating. The crusade against this special social practise informed much of the pamphleteering and petitioning of legislative bodies. You can see the threat: if you have a lot of friends, and the members of group want to maintain the respect of their peers, the rounds just keep on coming. It was often the exuberant nature of the bar that so threatened the well being of the average Canadian. The warm surrounds of the tavern, the good company of friends and the intellectualizing influence of alcohol. The temperance folks figured that they might be able to somehow beat this custom out of Canadian bar behaviour. There are however some customs that simply do perpetuate and certainly treating is one of them.
So lets take that into the internet age…not constrained by the need to be physically present, the Frog Pub chain has introduced TextToPint. You can now purchase a round for your friends online. Its pretty simple. You pay for the round online and are provided with a simple code that can be text’d to your buddies and they can redeem it from their ‘genial host.’ Brilliant. Good for the pub. What will the temperance folks say???