What is a Happy Hour? "Happy hour" is a marketing term for a period of time in which a restaurant or bar offers discounts on alcoholic drinks, such as beer, wine and cocktails. Which is practically ridiculous as consuming alcohol doesn't specifically make one happy. After all it was a marketing effort. But the REAL happy hour should be the time which you spend most of your day doing and infact most of your life. And this should be from 9 to 5. So literally Happy Hour is 9 to 5 as the book titled with the same name suggests.