Happy Black Friday! Whether you are up shopping or nursing a turkey day hangover, I hope this long weekend treats you well! I had a perfect thanksgiving, thanks for asking. Did nothing but eat and play cards. Got to enjoy the company of family and turn off my brain for a bit.

I recently posted a video on YouTube that I am obsessed with and I think is very important for any drink maker to hear this information. You Only Need to Know 6 Cocktails.

Anyway, on to this weeks newsletter!

The Best Bars Don’t Serve Drinks

The best bars in the world don't serve drinks, and the best restaurants don't serve food. No, what they’re doing is crafting and serving you an experience. While that might sound super cliché, there's so much truth to it.

This is something I've thought about a lot lately, specifically about what actually makes a bar great? Why are some bars revered and idolized and others just kind of fizzle out?

And I'm not talking about something as simple as, winning an award or being named in the world's 50 best bars lists. Any bar and restaurant CAN be great.

What truly elevates a bar or restaurant from ordinary to extraordinary?

Is it the perfectly crafted cocktail, the innovative menu, or the extensive wine list? While these elements certainly contribute, they don't tell the whole story.

No on goes out because they're hungry, or because they want to drink. Because truthfully, they could solve both of those problems real quick with a trip to the liquor store and Burger King. They go out to a bar or restaurant to be around others, to be waited on, to be seen and see other people, for community, and to forget about their problems.

At its core, a truly great bar creates an atmosphere where people feel welcomed, valued, and entertained. It's about providing an experience that transcends the ordinary and transports guests to a different world where they can forget their problems.

But first, How do you even define an experience?

To me experience is everything that happens to a guest through their senses and emotions from the moment their eyes land on your sign and front door to the moment they drive or walk away after leaving the bar or restaurant.

It's about all of the senses.

Think of your favorite bar or restaurant, it's more than just food or drinks; it's a full sensory experience.

Sight: The visual appeal is paramount. Is the space inviting, intriguing, or exciting? Does the décor create the desired ambiance? Cleanliness and order are essential, contributing to a sense of care and attention to detail.

Taste: Probably the most obvious one and the easiest to understand. These are pre-requisites. This is where culinary expertise shines, offering guests a memorable experience for their palates. And also where Master Bartenders can crafts some truly breathtaking cocktails.

Smell: The aroma of a place can be incredibly evocative. Whether it's the enticing smell of freshly prepared food, the subtle notes of aged spirits, or simply a clean and fresh scent, the sense of smell plays a crucial role in shaping the overall experience.

Touch: Comfort is key. From plush seating to the weight and feel of the glassware, tactile elements contribute to the overall sense of luxury and enjoyment.

Hearing: The music sets the tone. The right volume and genre can enhance the atmosphere, while the wrong choice can be jarring and disruptive.

The ‘Lost’ Art of Hospitality

While the sensory elements are crucial, they are merely the stage upon which the true performance takes place: hospitality.

Genuine hospitality is about making people feel good. It's the warm welcome from the host, the attentive service, the genuine smile, and the ability to connect with the staff and other guests on a personal level. These seemingly small gestures weave together to create an unforgettable experience.

Think about the impact of:

A warm welcome: When the host greets you with genuine warmth, it sets the tone for the entire experience. It tells you that you are valued and that your presence is appreciated. On the flip side, a dismissive or indifferent host can immediately make you feel unwelcome and dampen your enthusiasm.

Attentive service: A server who anticipates your needs, checks in without being intrusive, and offers helpful recommendations enhances the dining experience. It makes you feel cared for and allows you to relax and enjoy the moment. In contrast, inattentive service, long waits, and a lack of basic care can create frustration and detract from the pleasure of dining out.

 Connection and conversation: The ability to engage with the bartender or server on a personal level adds another layer to the experience. It transforms a transactional interaction into a moment of human connection. A skilled bartender can read your mood, offer conversation, and create a sense of belonging.

Beyond the Superficial

Sadly, many establishments prioritize aesthetics over genuine hospitality. They focus on creating Instagrammable moments while neglecting the human element. But true greatness lies in finding the balance between a captivating ambiance and genuine human connection.

The Cost of Neglecting Hospitality

When hospitality is neglected, guests feel like transactions, not valued patrons. The experience becomes forgettable, even if the food is excellent. This is why so many places, despite their trendy décor and curated menus, fail to leave a lasting impression. They lack soul.

Achieving True Greatness

To achieve true greatness, establishments must prioritize hospitality alongside all the other elements. This means fostering a culture of genuine care, and empowering employees to go the extra mile. It's about creating an environment where people feel not just fed, but nurtured and appreciated. Where they aren't just a number or a transaction.

Hospitality is the heart and soul of the bar and restaurant industry. And while that may be the most "No shit" conclusion you may have ever heard, so many food and drink establishments seemed to have forgotten that.

Latin America’s 50 Best Restaurants announced.

Speaking of the world's best bars and restaurants, Latin America’s 50 Best Restaurants was just announced this week. So many insanely good looking restaurants are in that list and sadly I've only ever eaten at 1 of them, Arca in Tulum.

There are some great standouts from my home country of Brazil, specifically one called Evvai which was awarded the 20th place. Someone I work with very closely today was part of the opening team of Evvai. So its so amazing to see them on this list. Definitely going on my list of places to check out.

Holiday Gift Guide!

Every week from now till Christmas, I will be putting together a small list of recommended items I think would make good gifts for the cocktail / spirits lovers and each week will be themed!

Also, these are not affiliate links. I am too lazy to set those up. If in the future there are some affiliate links, I will let you know.

This week is books! I am obsessed with cocktail / spirit books

For the novice or Beginner: The Death & Co cocktail book is one I cannot recommend enough. It has a little bit of everything and then some. Everything from teaching you technique, evaluating cocktails, to creating original cocktails, and a whole host of their original recipes
Runner Up: The Bar Book by Jeffrey Morgenthaler

For the History Buff: Imbibe by David Wondrich I find this book so insanely important for anyone who truly wants to understand where American Bartending came from and how it shaped everything in the spirits world. This is maybe not the flashiest book but it is in my opinion one of the most Important.
Runner Up: Punch by David Wondrich

Inventive Cocktail Recipes: Modern Classic Cocktails by Robert Simonson. A great collection of some of the best modern recipes that have shaped the bar world, well at least here in the U.S.

Learning about Latin American Spirits / AKA my favorite cocktail book of all time: Spirits of Latin America by Ivy Mix is the book that changed it all for me. This book dives deep into the different categories of Latin American spirits through Ivy’s travels and gives a personal look at the people who make these spirits as well explaining exactly what makes them special and different. It is also an incredible collection of cocktail recipes and if you have never been to one of her bars in NYC, Check out Leyenda. I will forever keep beating on this drum.

Simple Incredible Cocktails to understand what it is we are doing. Okay this title has gotten too long: Regarding Cocktails by Sasha Petraske. This book written by the late great Sasha Petraske and it is truly transformational. It showed me that really delicious cocktails do not need to be complex and when compared to some of the cocktails in Modern Class Cocktails above, youll see a common thread. Often times the cocktails that transcend bars and become world renowned are simple. And no one did it quite like Sasha Petraske.

Best Video We Saw This Week

I know this is a little late, seems to be a trend with me. But this Thanksgiving cocktail by @Join_Jules looks immaculate. She elevated a simple cocktail into something truly timely and seasonal and very delicious.

join_jules

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Have a good week! See you again next week