飲酒文化的一路傳承，使台灣人對於飲酒的偏好一直十分蓬勃，但由於飲酒伴隨而之的行為，使得飲酒變得有些汙名化，並進而造成更加偏激的飲酒行為，使其身心健康受到影響，而在近年來狀況開始改變，台灣有這麼樣的一群人，他們一改過去的飲酒偏好與習慣不喜歡苦味而是偏好特殊的調味口感，不再牛飲而是喜歡細細品味，不單純為了沉迷於酒精而是享受飲品背後所帶來的故事以及酒吧帶來的完整消費體驗；而在供給面，台灣同樣是人才輩出，無論是酒吧以及調酒師皆在國際舞台上大放異彩，新型態的調製酒精飲品不斷地被端在檯面，走向精緻化及高價化，但這就造成了消費的隱形門檻，故為滿足此需求缺口，藉由現有飲料、咖啡甚至是超商門市，將調製酒精飲品連鎖化使酒精飲品的形象可以重新定位，成為一種令人「放鬆」的代名詞。本研究經由創新提案的制定進行市場分析，在透過與潛在客群的簡易訪談調查飲酒族群對於現有市場的想法以及此新服務的接受程度，已訂立出一個能夠滿足現有需求缺口並且成本較低的營運計畫，在最後透過問卷調查分析，研擬一針對目標客群之破壞式創新商業模式。

Taiwanese drinking culture inherited from the ancient time to now, the preference of drinking alcohol is always strong. However, for the reason of the behavior after drinking, drinking activity is slightly stigmatized. In hence, more extreme behavior is arising and it harms health and safety of society. Recently, it starts to change that there ’s a group of people whose drinking habit and preference is not like before. They enjoy the cocktail rather than the bitter taste. They taste it rather than just drink it. They love the story behind the drinks and fully entertainment provide by the bar rather than just ask for the alcohol. And in the supply side, numerous of talented Taiwanese bartenders are shining in the international stage. New style of cocktail is keeping appear and become more and more high class and high price. However, it makes a n invisible limitation. To satisfy the demand gap, by cooperating with current beverage store, coffee shop or even CVS, makes retailed cocktail brand. Redefine the image of it and makes it represent relax. This innovative business model is based on thorough analysis of industry history and consumer behavior survey.

Britannica. (2019a). Coffee from https://academic-eb-com.autorpa.lib.nccu.edu.tw/levels/collegiate/article/coffee/106003
Britannica. (2019b). innovation from https://academic-eb-com.autorpa.lib.nccu.edu.tw/levels/collegiate/article/innovation/607243
Christensen, C. M. (2013). Disruptive Innovation. In The Encyclopedia of Human-Computer Interaction, 2nd Ed. (2 ed.): The Interaction Design Foundation.
Dingle, T. K. A. (1996). The Role and History of the British Bar. International Journal of Wine Marketing, 8(1), 29-40.
Foley, K. E. (2017). A new study confirms liquor makes you confident and gives you all the feels. Quartz. Retrieved 2019.05.30, from https://qz.com/1135494/a-new-study-confirms-liquor-makes-you-confident-and-gives-you-all-the-feels/
Holt, D., & Cameron, D. (2010). Cultural strategy: Using innovative ideologies to build breakthrough brands: Oxford University Press.
Morris, J. (2013). Why espresso? Explaining changes in European coffee preferences from a production of culture perspective. European Review of History: Revue européenne d'histoire, 20(5), 881-901. doi:10.1080/13507486.2013.833717
Murphy, J., McDevitt-Murphy, M., & Barnett, N. (2005). Drink and Be Merry? Gender, Life Satisfaction, and Alcohol Consumption Among College Students (Vol. 19).
Pettigrew, S., & Charters, S. (2010). Alcohol consumption motivations and behaviours in Hong Kong. Asia Pacific Journal of Marketing and Logistics, 22(2), 210-221. doi:http://dx.doi.org/10.1108/13555851011026953
Wilkinson, T. (2016). Typology: Pub. The Architecture Review.
iChef. (2018). iChef 2018上半年台灣餐飲白皮書.
貝立德週報. (2017). 台灣威士忌市場概況與消費者輪廓分析. Retrieved from http://www.magazine.org.tw/ImagesUploaded/news/14845474735060.pdf
東方快線研究部. (2011). 添嚐締酒-啤酒最對台灣味. 東方快線網絡市調. Retrieved 2019.04.15, from http://eolembrain.com.tw/Latest_View.aspx?SelectID=215
東方快線研究部. (2015). 台灣啤酒品牌新定位 成功獲得消費者肯定. 東方快線網絡市調. Retrieved 2019.04.15, from http://www.eolembrain.com.tw/Latest_View.aspx?SelectID=432
翁子媛, 李. (2018). 競爭太激烈？全台首間星巴克吹熄燈號. Yahoo新聞. Retrieved 2019.04.18, from https://tw.news.yahoo.com/%E7%AB%B6%E7%88%AD%E5%A4%AA%E6%BF%80%E7%83%88-%E5%85%A8%E5%8F%B0%E9%A6%96%E9%96%93%E6%98%9F%E5%B7%B4%E5%85%8B%E5%90%B9%E7%86%84%E7%87%88%E8%99%9F-124054278.html
財政部國庫署. (2019). 菸酒產製進口統計資料. In. 財政部國庫署菸酒管理業務. from https://www.nta.gov.tw/web/AnnA/listAnnA.aspx?c0=121
彭夢竺. (2017). 炎炎夏日消暑一下 超商、量販各國啤酒69折起. Yahoo新聞. Retrieved 2019.05.12, from https://tw.news.yahoo.com/%E7%82%8E%E7%82%8E%E5%A4%8F%E6%97%A5%E6%B6%88%E6%9A%91-%E4%B8%8B-%E8%B6%85%E5%95%86-%E9%87%8F%E8%B2%A9%E5%90%84%E5%9C%8B%E5%95%A4%E9%85%9269%E6%8A%98%E8%B5%B7-034003793.html
游盈隆. (2018). 游盈隆專欄：台灣人飲酒習慣大揭秘. 風傳媒. Retrieved 2019.03.30, from https://www.storm.mg/article/415034
楊孟軒. (2019). 餐酒館正夯 為什麼客人大多是女性？. 天下雜誌. Retrieved 2019.05.15, from https://www.cw.com.tw/article/article.action?id=5093589
楊雅民. (2016). 〈品牌故事〉10年間零到百億 CITY CAFÉ創品牌傳奇. 自由財經. Retrieved 2019.03.27, from https://ec.ltn.com.tw/article/paper/999792
蔡明志. (2011). 台灣飲酒場所初探. Journal of Chinese Diatery Culture, 7(2), 121-167.
衛生福利部國民健康署. (2011). 民國102年國民健康訪問調查. In. 歷年資料. from https://www.hpa.gov.tw/Pages/Detail.aspx?nodeid=364&pid=6543
鄭凱元. (2018). 你為什麼一定要喝酒？──「微醺」或「爛醉」、「喝自尊」或「喝心酸」，其實沒什麼不同. 換日線. Retrieved 2019.05.24, from https://crossing.cw.com.tw/blogTopic.action?id=1021&nid=10483
蕭歆諺. (2018). 小酌舒壓 酷酒吧. 工商時報. Retrieved 2019.05.24, from https://m.ctee.com.tw/album/2c0787c2-8265-4035-bcb0-31d82c074560/36839
蕭瑞麟. (2017). 星巴克為何沒有對手？美國企業把義式咖啡館做成世界第一的關鍵. 經理人雜誌. Retrieved 2019.03.25, from https://www.managertoday.com.tw/columns/view/54449