And whoever loses their bread in the fondue pot buys a round of drinks for the table.

WSJ: In Search Of: Switzerland's Best Fondue

A. and announced they were buying a round of drinks for the passengers.

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"Someone bought us a round of drinks during happy hour at the bar that day, " says Will Staruk, a graduate student and the team's project manager.

WSJ: Flight of Fancy: The Sky's the Limit for Team That Rises to the Occasion

Whether that entails chatting up the person beside him on an airplane or taking his staff out for a round of drinks after work, getting out and hearing from people--what they like and, more important, what they don't like--has proved enormously valuable for Branson.

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Many now use elegant long spoons made only in Japan for mixing drinks, and several have even adopted the Japanese practice of carving perfectly round ice balls.

WSJ: The Ascent of Japanese Whisky | The Cult of | WSJ. Magazine May 2013