Most business owners eventually figure out that they are not in the beverage business. Coca Cola and Diageo are in the beverage business.
They then figure out they are in the hospitality buisness but they stop there.
They can tell you that hospitality means welcoming people. But they stop there.
Who are we welcoming? and why are we welcoming them? are more questions that need to be answered after figuring out we are no longer in the beverage business