The Top-Level Domain (.BAR) is an internet domain extension designated specifically for bars, pubs, nightclubs, lounges, and related businesses. It is a new generic top-level domain (gTLD) which was established and approved by the Internet Corporation for Assigned Names and Numbers (ICANN) in 2011 as part of a program aimed at increasing the availability of domain names.
This TLD provides a unique and easily recognizable internet presence for establishments in the bar/tavern industry, as well as related sectors such as brewing and distilling. As the word ‘Bar’ is recognized and used synonymously with pubs and lounges worldwide, this extension offers global acceptance and appeal. It can be leveraged by those establishments seeking to create an online space where they can promote their services, announce events, promote their menus, engage with their customers and increase their brand visibility (IcannWiki, 2020).
Punto 2012 is the registry operator for the .BAR domain name (Registry Agreement with ICANN). The company applied for the .BAR domain name in 2012, and the delegation process of .BAR to Punto 2012 was completed in May 2014 (IANA, 2014). This means that Punto 2012 manages the domain’s policies and operational aspects, such as setting the prices for domain registrations and establishing the rules for eligibility.
Other industries or businesses related to the term ‘Bar’ can use the .BAR domain extension, among them is the legal profession for law firms, individual lawyers, legal associations etc; fitness industries for fitness bars; food sector for food bars etc.
For example, www.mickeyslv.bar, an actual website affiliated with a popular lounge in Las Vegas, Nevada. This site is an excellent illustration of how businesses can create a strong online presence utilizing .BAR domain. Similarly, www.burger.bar is a website for a burger bar restaurant where it promotes its menu. In the legal profession, www.law.bar is a domain owned by the Bar Association to provide resources for its members.
To increase their digital presence, .BAR adopters have also aligned their digital marketing strategies around the domain. Search engine optimization (SEO), social media marketing, and content marketing strategies have been designed specifically to leverage the appeal and recognition associated with this domain extension (Donuts Inc., 2017).
To conclude, the .BAR top-level domain provides establishments in the bar/tavern industry with a unique, recognizable, and globally understood online identity. The domain is managed by Punto 2012 under the authorization of ICANN.
Sources:
https://icannwiki.org/.bar
https://www.iana.org/reports/2014/punto2012-bar-report-09may2014.html
https://donuts.domains/what-we-do/our-domains/
https://icannwiki.org/Punto\_2012
