Good Morning! I hope your week is going well. You know something kind of crazy? Covid was such a wild time for the bar & restaurant industry and it disrupted the whole industry and in a weird way, it feels like we haven’t fully stepped out of it yet. Though I think it would be more appropriate to say that it was a catalyst that had caused a lot of change and the industry is still trying to adapt and respond. And in the years since, so many other things have started to impact our industry.

I have talked a lot about these struggles in prior newsletters, but just reflecting on it as I sit here at midnight writing this newsletter is just so crazy. I was having a conversation tonight with the folks from a bar I love, and how they are trying to use a loophole in MA’s strict happy hour laws to offer cheaper cocktails on certain days (because if you didn’t know, Happy Hour is illegal in MA). And I was thinking that its these kind of things that Bars are trying to contend with and attempting as a way to continue to survive.

Its a very strange time in Restaurant and Bar world. So many places are shutting down, but with that comes ingenuity and creativity and people finding success by not accepting defeat and continuously innovating.

In case you missed it, we are hosting the next Cocktail Dinner Club event on April 30th, with our friends at Suyo Pisco and we still have some tickets available! This event will be held (as they all are) at my bar & restaurant, Ember & Alma, and it will feature 2 original cocktails, tastings and a full unique 3-course meal that utilizes the spirits as well. So if you want to get your tickets click here now!

We are also hosting a Margarita Masterclass with our friends Cointreau on Saturday May 3rd at 3 PM, so come watch the Kentucky derby and learn how to make an incredible Margarita!

I also made, drank and ranked 10 Different Old Fashioned cocktails! This video was a lot of fun to record and I hope you enjoyed it!

Anyway, lets get on with this weeks newsletter!

Pouring Purpose: Rethinking Global Bar Takeovers & Guest Shifts

I read this article on Punch about guest shifts and bar takeovers, and it really made me think. As someone who lives and breathes this industry, I love a good collab. The buzz, the energy, the new flavors—it can feel like magic. But this piece, “Who Are All These Bar Takeovers Really For?”, digs into both the glitter and the grind of these events, and it's something we should all be talking about.

The Good:

At their best, guest shifts are like a cocktail industry potluck. Bartenders from around the world bring their signature styles to new cities, creating exciting experiences for guests and hosts alike. Brands get to showcase their spirits, bartenders gain exposure (and a free plane ticket or two), and host bars get that golden mix of clout and crowd. In theory, everybody wins.

There are also some truly thoughtful and collaborative models out there. The Bamboo Bar in Bangkok, for example, is killing it with their roundtables—pre-event meetups where local and visiting bartenders actually talk shop, share tips, and build real connections. Programs like Bar Leone’s paid stage in Hong Kong and Double Chicken Please’s Bar2Bar exchange show there are ways to build something meaningful and sustainable.

The Not-So-Great:

But here’s the kicker—according to the article this constant stream of pop-ups is starting to wear some folks down. In Bangkok, they’re happening so frequently (sometimes 15 a week!) that bartenders and industry pros are burning out. It’s hard to get excited when it feels like another guest shift is always just around the corner.

For guests, the experience can be frustrating too. Imagine flying in to check out a bar you’ve been following on Instagram, only to find their entire menu swapped for someone else’s drinks. That’s a bummer, and it’s happening a lot. Some bars are catching on and making adjustments, like letting people order from the regular menu during guest shifts—but not all.

And let’s be honest: some takeovers just feel like brand-fueled content farms. If there’s no real story or purpose behind it, it ends up being another night of “meh” drinks and missed expectations.

Final Thoughts:

I’m all for the cross-pollination of ideas and flavors—guest shifts can be beautiful things. But the article hits on something crucial: we need to keep intention as the main part of these events. It’s not about packing your calendar with as many takeovers as possible. It’s about asking, what value are we creating here? What are my guests going to get out of this?

Because if the answer to the last question isn’t fully fleshed out, I think its an event doomed to fail. It should be an equation of 1+1=3 where the bringing together of bartenders and bars from different spaces, creates something wholly unique and additive to the whole experience.

So let’s keep the spirit of collaboration alive—but with a bit more heart, a lot more planning, and maybe a few less back-to-back nights of pop-ups. What do you think? Are guest shifts still exciting, or is it time for a little rethinking?

Cheers,

Jenny Camarena taking over as Master Distiller for El Tesoro & Tapatio

This is some big news! Food & Wine recently wrote this article titled “El Tesoro’s New Master Distiller Is About to Rewrite the Tequila Playbook” on, and wow—this one hit home for anyone who’s passionate about heritage spirits, innovation, and the people behind the pour.

Jenny Camarena is such a delightful person that I have gotten the pleasure of having met a few times. I actually got to go to NYC and have dinner with her and her brother Carlos Camarena, who she is replacing as master distiller of those brands and both couldn’t be nicer people! Jenny is also so knowledgeable and any time I’ve gotten to spend with her has not been enough.

but alright let’s get into it the actual news.

The Big News: Jenny Camarena Takes the Helm

For the first time in La Alteña’s 88-year history, a woman—Jenny Camarena—is stepping in as master distiller and CEO of El Tesoro and Tapatio. She’s also the first Camarena to hold both roles at once. Her brother, the legendary Carlos Camarena (who's been running things since '95), is stepping down… but not out. He’s staying on as a consultant through 2025, and will continue to run Tequila Ocho at its own separate distillery.

This isn’t just a passing of the torch—it’s a carefully nurtured transition nearly a decade in the making.

Jenny didn’t start in tequila. She studied architecture, even worked in the field, before returning to the family business in 2015. Fast forward to today, and she’s running the show.

✅ The Positives

1. A Smooth, Sneaky Transition
Jenny’s move into leadership was gradual—Carlos slowly handed over more responsibility without making it “a moment.” It allowed her to grow into the role without the pressure of a spotlight, and that kind of trust in a successor is rare (and refreshing).

2. A Fresh Perspective
Jenny brings new ideas to the table, especially when it comes to high-proof tequilas. She's interested in expanding El Tesoro’s offerings beyond the classic blancos, possibly blending aged tequilas and unique barrels from the brand’s Mundial series. She’s not out to reinvent the wheel—just to give it a bit more horsepower.

3. Family Legacy in Full Bloom
Even as she steps up, Jenny’s already got the next gen stepping in—her nephew Rigoberto is now leading operations. That’s how you keep tradition alive without it becoming stale.

❌ The Challenges

1. Big Shoes to Fill (With Her Own Feet)
Carlos is a tequila titan. Jenny’s got to define her own path in a world that often leans heavily on legacy figures. The expectations are high—but her mindset is strong. As Carlos said: “Don’t try to fill anyone else’s shoes. Use your own shoes and make your own path.” And she will.

2. Balancing Innovation with Tradition
Jenny’s clearly passionate about storytelling, flavor, and new techniques—but she’s also protective of La Alteña’s heritage. Walking that tightrope without alienating longtime fans or industry purists won’t be easy.

Final Thoughts

Jenny Camarena isn’t just taking over El Tesoro—she’s redefining what leadership in legacy distilling can look like. She’s the fourth-generation distiller, the first woman to lead La Alteña, and someone who’s earned every bit of this position through experience, not just lineage.

One of the things I loved the most about all of this, was something I read about in another article from InsideHook, where she was quoted as saying “For me, it’s a big deal,” she says. “Mexico is still a very macho society. So for me, this is a huge step. I’ve been lucky not to grow up in a macho family and not be surrounded by that — I’ve never felt ignored or underestimated”

And that is such a huge deal. To be able to step into that role in such a male dominated field.

So here’s to Jenny. May her new path at La Alteña be paved with agave, innovation, and a whole lot of heart. I cannot wait to see what she does once she fully steps into the role.

Best Video I Saw This Week

Im gonna break my loose rules today and post two videos. 1. Because one of the videos im going to share is in Portuguese and will probably apply to maybe 0.001 % of all of the readers for this newsletter and 2. because well, I can.

So the first one was this great video Bon Apetit did about Double Chicken Please and how they make their cocktails.

and secondly, one of my bartenders sent me this bartending competition show that aired in Brasil with Brasilian bartenders and I really enjoyed the first few episodes and have been diving more into it. They do have Captions if you dont mind reading, but what I lvoe about this show is that its not just about cocktails, its about the entrepreneurial side of owning & operating a bar. And i think the concept is super unique.

In Other News:

• Our Friend (and part-time editor of this newsletter when I can get it to him in time) Dylan Ettinger wrote this incredible article for Food & Wine titled “A Beginner’s Guide to the Agave Species Used to Make Mezcal and its well worth the read.

• The Mezcalistas posted this interview with our friend Lucas Assis

• The Spirits Business shared 10 Non-Mexican Agave spirits, I’ve tasted that Venezuelan Cocuy, and boy is it interesting!

•  This is an incredible read about Pisco, and our Friends Suyo with whom we are doing a private dinner this week.