Earth Week 2024 : The Push for a Greener Industry

Monday, Apr 22, was Earth Day and we’d be remiss if we didn’t talk about a key part of the alcohol and spirits industry — the environmental impact. After all, we are living in an era marked by an ever-growing consciousness of environmental preservation and concerns over climate change.

With our planet’s environmental challenges at the forefront of the minds of an increasingly aware public, the alcohol and spirits industry finds itself at a pivotal point— having to navigate the delicate balance between high production demands and sustainable practices.

So what impact is this having on spirits?

The operations of alcohol producers—especially large scale from are posing significant challenges to our environment. Let's delve into some key issues and their impacts:

Deforestation and biodiversity loss:

Production demand for raw materials such as barley, corn, sugarcane, and agave contributes to deforestation as natural habitats are cleared for farming. Intensive farming practices not only lead to deforestation but also result in over farming and loss of biodiversity as natural ecosystems are converted into monoculture fields. Which has been a key issue facing agave production for a while.

Water Pollution and Shortages:

Intensive farming practices and distillation processes result in the pollution of water sources, harming aquatic ecosystems and communities downstream.

According to a recent article by TIME, water scarcity is also a critical issue exacerbated by Big Alcohol. In regions like Jalisco, Mexico, where tequila production is most prevalent, water shortages have become a pressing concern. Tequila production requires large amounts of water, further straining local water resources and contributing to the depletion of aquifers.

Greenhouse Gas Emissions:

Transportation of raw materials and finished products, along with supply chain operations, significantly contribute to greenhouse gas emissions, worsening climate change.

The global transportation of alcohol products adds to the industry's carbon footprint, with extensive fossil fuel consumption.

Given these concerns, is there a path to a greener future for the spirits and alcohol industry?

As consumers become increasingly aware of environmental impacts, there's a growing demand for the alcohol industry to adopt more sustainable practices. And a lot of Brands are focusing on that as a key part of their messaging and mission. Brands such as Mijenta, Flor De Cana, Novo Fogo, Gray Whale Gin, and the rise of natural organic wines all tout their environmentally focused mission.

Even mega giants of the spirits world, Diageo, announced a 10 year sustainability action plan aiming to reduce water usage, greenhouse gas emissions, and waste. It’s become a popular way to market your product in the 2020’s.

Novo Fogo: Practicing what they preach

We briefly gave kudos to Diageo for their ambitious 10-year sustainability action plan and sure, the action plan sounds great and it’s refreshing to see a true call to action. Ultimately though, we view that as being a reactive plan versus one that was genuinely set out to do good. Sure, Diageo’s plan is a demonstration for how a corporate giant is approaching environmental issues, but in a way do they even have a choice, being one of the largest liquor producers in the world? And aren’t they one of the worst offenders in the first place?

Fortunately, there are environmentally conscious alternatives to Diageo and other Big Alcohol brands, and brands who are working to be sustainable in the here and now—not just over the next 10 years. Small-scale and craft producers, as well as brands like Novo Fogo, are pioneering sustainable approaches to alcohol production. By prioritizing organic farming, reducing waste, being carbon negative and engaging in reforestation efforts, they are going above just being carbon neutral but in fact are doing everything to be Carbon negative. To remove more carbon than they emit.

Novo Fogo's environmental commitment revolves around preserving & reintroducing native trees to the atlantic rainforest, crucial for both the ecosystem and the aging process of cachaça. Recognizing the fragility of Brazil's environment, Novo Fogo emphasizes sustainable practices in every aspect of production. From planting fruit trees to deter pests, to utilizing recyclable materials for barrels, and even recycling distillation vapor to power future batches, their approach prioritizes having zero environmental impact.

For a first-hand experience of what we’re talking about here, Lui went straight to the source and shared his incredible findings :

50 Best Bars releases its list of the 50 Best Bars in North America!

Every year the best bars in the world get ranked and people wait with baited breath to see which places have retained their spots, which bars have gained some spots and even which ones have dropped out completely.

What I personally enjoy doing, is going through the list each year and seeing which places I have been to already and bookmarking some new ones to check out the next time I can.

Lucas Assis did an incredible breakdown of some of his favorite spots on this list, and I personally have been to about 5 of the places on this years’ list. Some highlights for me include Double Chicken Please & Attaboy— both in the Lower East Side of Manhattan. The Dead Rabbit had one of the best atmospheres for a bar, ever. But the one which absolutely blew me away which I never anticipated was Arca, in Tulum.

We stumbled upon this place while on my bachelor party last year as a recommendation from one of my best friends—he had heard about it from one of his buddies. The meal and drinks we had there were sensational and better than anything I could’ve imagined. I still dream about the octopus we had there.

In terms of places I intend to check out, Superbueno and Overstory are at the top of the list for the next time I’m in NYC, in June.

Truthfully, we don’t love the idea of these lists as absolute truth because these are businesses after all, and each person will have their own experiences with each of these places. What I do love is that it attempts to shine light on some of the people trying to do their absolute best in this industry, and it serves to highlight innovation. It also helps to create a conversation and system where a small bar owner like myself now has a list of 50 places to try and visit and emulate & learn from.

But, how about you? How many of these places have you been to or intend to try?

Debunking Myths About Bartending / Bartenders

Myth: Bartending isn’t a ‘real’ career

If you’ve been in the industry long enough you surely have heard a family member or friend say “When are you going to get a real job?” and this is considering that according to GlassDoor a bartenders salary in a big city like Boston, can range from 71-130k a year.

How many jobs do you know where you can make 6 figures?

Not to mention the slew of Bartenders now branching out and growing within this industry with their own podcasts, YouTube channels, brands and so much more.

Myth: The Bigger the Ice Cube, the Better the Cocktail 
Serious cocktail aficionados often swear by large ice cubes, claiming they melt slower and dilute drinks less. Serious Eats points out size isn't everything when it comes to ice. In reality, it's the quality and density of the ice that truly matters. So don't stress about cube size; focus on using high-quality ice for a perfectly balanced cocktail.

Our friend Leandro at The Educated Barfly has the blueprint for making game-changing, clear ice at your home or bar.

Myth: Bartending Is a Glamorous Lifestyle 
Contrary to the glamorous portrayal often seen in movies and TV shows (Looking at you, Tom Cruise), or even more recently with our own Lui bartending a concert in the rainforest, bartending isn't usually a very glitzy affair.

Bartenders deal with long hours on their feet, demanding customers, and the constant pressure to maintain quality service. It's not all about shaking cocktails and charming patrons; it's about hard work, resilience, and a genuine love for the craft. For some perspective, check out David Blake’s “Day in the life of a Bartender”

Myth: Bartending is Just Mixing Drinks 
Think bartending is all about pouring drinks and flipping bottles? From multitasking, to customer service to creativity and precision, bartending is a multifaceted craft that goes beyond simple drink mixing. Never mind the fact that many bartenders actually own the establishment that they are working

Plus, everyone has probably seen that guy at a bar or restaurant that had to be forced out of an establishment because they felt like causing a ruckus. Yeah, the job is a lot more than just making the drinks.

Great bartenders are servers, teammates, managers, bouncers, actors, therapists, DJs, and hosts rolled all into one.

Myth: All Bartenders Know Everything About Alcohol 
Sure, bartenders know a lot about booze, but they're not walking encyclopedias of spirits and cocktails. On the "Mixology Talk" podcast, Julia and Chris at Bar Above talk about how bartenders are human too, and it's okay not to know everything. Instead, focus on continuous learning and experimentation to hone your craft and expand your knowledge.

5. Myth: You Need Expensive Tools to Make Great Cocktails 
Contrary to popular belief, you don't need a fancy array of expensive tools to craft delicious cocktails. As Anders Erickson suggests, simplicity often reigns supreme behind the bar, or at home.

While quality tools can certainly enhance your bartending experience, basic equipment like a shaker, jigger, and strainer are more than sufficient to create impressive drinks. It's not about the price tag on your gear; it's about skill, creativity, and the quality of ingredients that truly elevate your cocktails. So don't break the bank chasing after flashy gadgets—focus on mastering the basics and letting your passion shine through in your creations.

Cocktail Competition Update:

I just wanted to let you all know, we received over 100 entries into the cocktail competition, and I have been working diligently to narrow down to the finalists! I will be recording the final announcement video in the next few days and will hopefully release it in the next week or two.

I did not want to just scrape together a quick video just announcing who won, I really wanted to do this contest justice— so I want to thank you all for your continued patience.

-Lui

🍹In Other News:

• Behind the Stick released an Episode on whether Tipping should be abolished.

• Kevin Kos Recently posted a great video on 20 Hacks to Improve your cocktail skills

• Thirsty Whale posted a video with an incredible tip to drastically improve your Cocktails!

• High Proof Preacher kept the Batanga love alive with a new take on a Batanga Old Fashioned

• Nick Hogan from Mover & Shaker, was at Bartenders weekend and he shared a great recap of photos he took from the event

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