Good Morning! If you ordered an In Good Spirits Hoodie, they have officially been sent to production and I just received an email saying most of them have shipped out, so we should be getting them in soon and I will then work quickly to send them all out to you! We will keep you updated. Thank you again for everyone who supported us!

This week we also held a Private dinner at my Bar & Restaurant, with our Friends Novo Fogo Cachaca, and it was an incredible event! So to anyone who came thank you, and to everyone who didn’t, well…. You missed out. It was one hell of an event. That also got me thinking about this video, which is one of my favorites that I have ever made! Give it a watch

Anyway, lets get to the newsletter

Patrón Declares War on the CRT’s Additive Free Stance

Patrón, the tequila world's third-largest producer, is shaking up the industry with a campaign that boldly challenges Mexico's Tequila Regulatory Council (CRT) on its additive policies. With eye-catching billboards proclaiming "No Sweeteners. No Extracts. No Secrets" appearing across America, Patrón is bringing an important conversation about tequila purity into the spotlight.

What's Behind This Move 

For years, the CRT has permitted brands to include up to 1% of additives like glycerin, sweeteners, and coloring in their tequila without disclosure to consumers. Small distillers committed to additive-free production have struggled to differentiate themselves, especially after the Tequila Matchmaker's certification program closed last year (which we reported on here) following regulatory pressure.

Now Patrón is leveraging its considerable influence – with production of 3.5 million cases annually – to challenge this lack of transparency. "We've never wavered on our ingredients," states CMO Ned Duggan, reinforcing the brand's longstanding commitment to quality. By taking this stand, Patrón is using its market position to advocate for standards that smaller producers couldn't effectively champion alone.

A Calculated Challenge

Patrón's campaign represents a significant statement within the industry. While the CRT could theoretically oppose this move, Patrón's status as one of tequila's most prominent global ambassadors gives it the stability to advance this conversation. The company has cleverly structured its messaging through advertising rather than bottle labels, allowing it to communicate its values while respecting technical regulatory boundaries.

A Lifeline for Smaller Distillers – But Why Now?

For artisanal and craft tequila makers, Patrón's campaign could be transformative. These smaller producers have long created additive-free spirits out of principle but lacked the marketing budget to effectively educate consumers about why this matters. With Patrón now legitimizing the conversation, these craft distillers gain valuable cover to promote their own additive-free credentials without appearing to attack the regulatory system.

Some people may question the timing of Patrón's sudden advocacy. After years of operating within the system, why champion transparency now? The campaign coincides with growing consumer demand for authentic, additive-free spirits and increasing competition in the premium category – timing that seems perhaps too perfect to be purely principled. Nevertheless, regardless of motivation, the effect could create a more level playing field where authentic production methods gain the recognition they deserve.

Why This Matters

Patrón's initiative brings important questions to the forefront about what defines authentic tequila. The campaign has the potential to impact major competitors like Jose Cuervo and Sauza while creating space for smaller authentic producers to gain recognition for their additive-free practices.

For consumers, it offers valuable education about what goes into premium spirits. For the industry, it represents a potential turning point in how tequila quality is communicated and understood. Especially considering how much the CRT has been fighting any mention of Additive Free in anything.

By championing transparency, Patrón is putting its considerable weight behind principles that could benefit both discerning drinkers and the category as a whole. When a tequila leader of this stature takes such a definitive stand on authenticity, it signals a meaningful shift toward greater openness in an industry where what's not on the label has often remained hidden

Do Good Spirits ACTUALLY Matter?

If you’ve ever wondered whether the quality of the alcohol you’re drinking actually matters, you’re not alone. It’s a question I hear often, especially from those who view alcohol as nothing more than a means to an end—a way to unwind, celebrate, or, let’s be honest, get a little tipsy. But as someone who lives and breathes the world of spirits, cocktails, and bartending, I’m here to tell you that quality matters. A lot. 

And I know, Shocker, I'm writing this in a newsletter called “In Good Spirits” but it's something I had never put words to. I think it’s time for us to talk about it!

Let’s start with the elephant in the room: alcohol is, by definition, a poison. I’ve said it before, and I’ll say it again. It’s not healthy, and it’s not something your body needs. But if you’re going to indulge—if you’re going to “borrow happiness from tomorrow,” as someone once poetically put it—why not make it worth it? Why not choose something that delights your senses, elevates your experience, and maybe even teaches you something new?

This philosophy is so central to my approach that I’ve emblazoned those words on a hoodie: “If you’re going to poison yourself, make it good.” It’s not about promoting alcohol as healthy (it’s not) or pretending that drinking is risk-free (it’s not). It’s about embracing the idea that if you’re going to do something, you might as well do it well.

The Easy Mac vs. Homemade Mac and Cheese of Spirits

Let’s break it down with a metaphor: crappy spirits are the Easy Mac of the alcohol world. Sure, Easy Mac gets the job done. It’s quick, it’s convenient, and it technically fills you up. But does it taste good? Is it satisfying? Does it leave you feeling nourished or inspired? Not really.

Now, imagine a homemade mac and cheese. You’ve got four kinds of cheese, a creamy sauce made from scratch, a golden breadcrumb topping, and maybe even a hint of truffle oil if you’re feeling fancy. It’s rich, complex, and deeply satisfying. That’s what a well-crafted spirit can be like.

Take a daiquiri, for example. If you use a cheap, mass-produced rum, the drink will still get you where you’re going, but it’ll taste flat, harsh, and one-dimensional. Swap in a high-quality rum, and suddenly the daiquiri becomes a revelation—bright, balanced, and bursting with flavor. The same goes for a Manhattan, an Old Fashioned, or any cocktail where the spirit plays a starring role.

Price ≠ Quality (But Quality Matters)

Now, before you rush out to buy the most expensive bottle on the shelf, let me stop you. Price and quality don’t always go hand in hand. There are plenty of overpriced spirits that don’t deliver, and there are hidden gems that punch way above their weight. For example, Seaton’s gin is around $22 for a liter, and it’s leagues better than some tequilas that cost twice as much.

The key is to seek out spirits that are crafted with care, attention to detail, and respect for tradition. These are the bottles that tell a story—whether it’s a mezcal made from agave plants that took 14 years to mature or a tequila aged in red wine casks to bring out layers of minerality and fruit. These nuances matter. They’re what transform a drink from “just alcohol” into an experience.

The Cultural Essence of Spirits

Speaking of stories, let’s talk about culture. Every spirit has a heritage, a history, and a connection to the people who created it. From Japanese sake to Mexican pulque, from Peruvian pisco to Scottish whisky, alcohol has always been a universal language—a way for communities to come together, celebrate, and honor their traditions.

When you drink a well-crafted spirit, you’re not just tasting alcohol; you’re tasting centuries of craftsmanship, innovation, and cultural identity. You’re sipping on something that was made with pride, often by families who have been perfecting their craft for generations. That’s why I’m so passionate about supporting brands that honor their roots and prioritize quality over profit.

Why Drinking Well Is Living Well

At the end of the day, drinking well isn’t just about what’s in your glass. It’s about the experience—the people you share it with, the memories you create, and the way it makes you feel. It’s about transcending the act of drinking and turning it into something meaningful.

So, the next time you’re debating between a cheap bottle and something a little more special, ask yourself: if I’m going to pay the “tax” on my body, shouldn’t it be worth it? Shouldn’t it be something that brings joy, sparks conversation, and maybe even opens your eyes to a new flavor or culture?

That’s the philosophy behind my bar, my content, and even my newsletter, In Good Spirits. It’s not just about alcohol; it’s about celebrating the craft, the culture, and the community that makes this industry so special.

Cheers to drinking well, living well, and savoring every sip along the way.

Best Video We Saw This Week

Cocktail Man, or Danil Nevsky, is an awesome guy with an amazing series focused on recapping the news of the Bartending world. He is what we aspire to be like with this newsletter and this news recap video is exactly why. 

He has personality, he makes the news enjoyable, and he brings us all up to date on things going on. If you don't already follow him… what are you doing?

Quick Hits:

• My Friend, Colleen Hughes, and the bar she runs in North Carolina were featured in an article by Punch about the “Cocktail Tasting Menu Mini Boom” and I think it's worth the read!

• Jose Cuervo Tequila saw its US and Canada revenue fall by double digits during the last quarter of 2024.

• Bon Apetit posted a pretty cool video about Double Chicken Please cocktails