Cocktails are not for special occasions

Why the cocktail you keep putting off is closer than you think

Cocktails have a problem… we’re not making enough of them. This is not a call for excess but rather to declare that we should not treat them as so precious that we don’t make them nor completely overlook what it takes to make one well.

Now, a question about food. Have you ever made burgers, tacos, or pizza at home that weren’t about to win you an awards but were still delicious? Cocktails should be the same. Rather than worrying about them tasting perfect or being camera-ready, the goal is to get started making them and sharing them because that is what they’re all about. You get to quickly learn a delightful and delicious craft and be able to share them with others.

After six-plus years of teaching people how to make drinks, I’ve come to believe there are two moments of friction that keep people from making them and I’ve been working to address this. They are:

At the liquor store it is easy among a sea of products to be left wondering what is all of this and what do I need to buy?

At home: after the metaphorical liquor store buzz fades, you’re left wondering how to use what you bought. Where do I find a good (and uncomplicated) recipe? Why does it taste good sometimes and not others?

I’ve been pretty quiet because I wanted to figure out what might be useful rather than just make noise. Beginning at the liquor store, is there a way I can be with you “in spirit” 😉 in the aisle?

And if I was there, what advice would I share and more importantly, what mistakes would I help you avoid and distractions would I tell you to tune out? Put simply: the answer to a great cocktail does not lie in the perfect vodka, bourbon, or tequila, but in buying good enough ingredients and preparing them well with other quality ingredients. Buying a flashy or popular bottle isn’t wrong, but it is not your salvation.

So, I’ve been working on a project called Shelf to Shaker. I start by creating shelf talkers that don’t proclaim “this is the best tequila”, but rather help you understand what’s important when it comes to something like tequila, vermouth, bourbon, or bitters.

Let’s be realistic too about asking for help. There are moments when I am overwhelmed, let’s use a museum as an example, where I’m so confused that I’m embarrassed or don’t know what to ask. Much like how Google is the non-judgey friend that you ask questions to, the goal of these tools is to help you answer basic questions you’re afraid to ask or don’t know to ask.

The shelf talker conveys a bit of knowledge and the QR code is if you want to learn even more at the store or at home.

They are designed to use simple language, videos, visuals, and there is an even an option for me to read it to you 🤜 🤛 and explain why something like fresh citrus or shaking makes a difference.

The goal is to make cocktails easier by removing the friction that keeps home bartenders like you from pulling the trigger on making a cocktail tonight.

Feel free to peruse the content, but here is my request, if you know a retail store manager / owner, send this their way. I’m open to feedback, but would love it if they find them useful for them to hang them up. Important: they are free.

The cocktail you make tonight for someone doesn't need to be perfect, it just needs to happen.

Find everything at ShelftoShaker.com.