A Swiss Bartender's Global Journey to Bacardi's Agave Expert, Sam Willy's Path in NYC

What does it take to leave your home behind and build a name for yourself in the most competitive hospitality city in the world? In this episode of Bar Talking Talking Bar, we uncover the incredible personal story of Sam Willy, a man whose journey is as finely crafted as his cocktails.

We start in Switzerland and travel with Sam across the globe—from the vibrant scenes of South Africa and London to the demanding, high-profile bars of New York City. Long before he became a recognized industry leader, Sam was honing his craft, absorbing culture, and building a reputation for excellence at iconic NYC venues like Westlight and Gabriel Kreuther.

This is the story of the person behind the title. We explore the ambition that drove him to become a National Finalist in the prestigious Bacardí Legacy competition and the passion that ultimately led him to his current role as an Agave Advocacy Manager for Bacardí.

This episode is a tribute to the journey itself—a must-watch for anyone who believes in chasing a dream, no matter how far from home it takes you.

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Transcript

SPEAKER_00 0:07

And I'm very robust. And this is Bartoszbar. You're addressed to the heartbeat of New York City to bar in hospitality teams.

SPEAKER_03 0:17

We sit down with bartenders, brand and ambassadors, hospitality pros and cocktail lovers.

SPEAKER_00 0:23

Whether it's the art of bartenders, the hospital behind hospitality, or the wildest bartels, expect raw conversations and listen to the people for your favorite cocktails and keep the night life alive. If you love barth, it's great. And the stories that bring them to life, follow us, share and subscribe to keep the conversations flowing.

SPEAKER_03 0:56

Welcome back to another week of your favorite podcast, Bar Talking. I'm Mike Hernandez.

SPEAKER_00 1:01

And I'm Nuri Robles.

SPEAKER_03 1:08

We want to start by acknowledging and recognizing every single person who works in the service service industry. The bar centers, because this is the reason why we do it, but also everyone in between. Bar backs, I mean, without their help, nothing gets done basically. This work.

SPEAKER_00 1:39

So finally we got in the house. Sam.

SPEAKER_03 1:45

Will you be my guest? Will you be my guest?

SPEAKER_00 1:47

Yeah, that's uh that's funny because uh your um Instagram handle is that. And I remember uh also I I reached out to saying, like, will you be my guest? And he is right here. Uh today we have uh Oliver on the screen.

SPEAKER_03 2:02

I don't know, Oliver is walking around. Don't press my anything.

SPEAKER_00 2:06

Anyway, but thank you so much for coming.

SPEAKER_03 2:08

Thank you for having me.

SPEAKER_00 2:09

Yes, uh, we are uh very excited because I you know many people know you, but also some people know, don't. Uh so we are uh we always ask our guests to introduce yourself to the audience right there.

SPEAKER_02 2:22

Uh well, first and foremost, thank you for having me. Uh thank you guys for watching. My name is Samzi. Um I have the advocacy manager for Baccardi. Uh, I'm very excited to be with you guys.

SPEAKER_00 2:33

Yeah, we are super excited because we want to know uh, you know, some people can see you in your Instagram showing Patron. And uh, like we said, it's not just Patron. So you were uh joined by Illegal and also you work with Casadores. That's right. Um so it's good that you have Ms. Karen Tequila in Bakery. Uh tell us about, I mean, obviously we know that you worked right now there, but I believe we believe that it's been a long process to get there. So uh we're gonna go back a little bit. Uh where are you from?

SPEAKER_02 3:07

I'm originally from Switzerland. We uh I was I was born and raised in Switzerland. Um I grew up in the industry. Um that's all I know, that's all I ever done. And I I did it in a few different countries. And um at some point a few years ago, um the team reached out and was like, would you be interested in in drinking tequila for a living and going to Mexico? And I was like, I'm down. I'm down.

SPEAKER_00 3:32

Yeah. Uh so when did you move to the States?

SPEAKER_02 3:36

I moved here 12 years ago now.

SPEAKER_00 3:38

Twelve years?

SPEAKER_02 3:39

Yeah.

SPEAKER_00 3:39

And you started working with bakery or you were doing something else?

SPEAKER_02 3:43

No, when I uh when I first came here, I was running a restaurant in Williamsburg. Uh and then uh I helped open a two Michelin star restaurant, uh which was which was a great experience and run a few different bars and and uh five years ago now I joined uh I joined the team.

SPEAKER_00 4:02

Okay, so for a person that has been like you know working in restaurants and running like beverage program, how is your approach to this company like like a big, big, big company as well?

SPEAKER_02 4:15

You know, I think that um the the challenge was not so much the size of the company, uh, but more so the fact that, you know, for a very long time uh I was I was running bars and restaurants and the goal was to take care of the guests always. Um and I always felt like I didn't have necessarily the time to take care of the team or the budget to take care of the team properly. Um and all of a sudden I was given a platform to be able to just take care of uh the industry, and that's something that I've been really enjoying.

SPEAKER_00 4:51

So back in in Switzerland, uh when you say you were you were born doing this, what were you doing?

SPEAKER_02 4:59

I started in the kitchen on vacations when I was around eight years old or something like that. And then when I turned, I don't know, maybe 13, 14, whenever I was able to carry a tray, they put me on the floor.

SPEAKER_03 5:14

Um everything.

SPEAKER_02 5:18

Boss. Uh but it's it's the system is a bit different uh back home. So you overall the the salary is much higher, but because of that you have half of the team. Uh so so like it's like you're your own bus buyer, you're your own runners and and whatnot. Uh but uh the great thing is it teaches you to do a lot of things, yeah. And also uh it really it really forces you to open your mind at it. And so so for that reason, I mean I've done that, I've done that my entire life, and it's been an amazing opportunity, and I met so many great people, and I was able to travel around the world world doing it. And so, in that sense, uh it's been a fantastic experience.

SPEAKER_03 6:01

Uh and did you start working being a bartender in uh Switzerland or when you moved to the States?

SPEAKER_02 6:07

Uh and so I started bartending in Switzerland and then I moved to South Africa and I moved to England as well. Oh uh and in England uh I really, really wanted to work uh at the American bar. And I didn't really understand what that meant, but like I I got a job at the Savoy and I was like, I want to work at the American bar, which was really it's it's a good place, it's a good place, and met a lot of great people. Uh but I was like, I want to work at the American bars, that was my goal. I was like, I'm a bartender. Um and when I arrived there, well, for sure I was not a bartender. And so and so um I worked at the Savoy for three years. I never was a bartender at the Savoy, but I was like so inspired by so many people. Like it was a time when like uh Lorenzo was still at the Savoy, when like Caitlin was still at the Savoy, Eric Lawrence, like Chris Moore, you name them. And and so it was like being surrounded by so much talent, yeah, uh was very inspirational in many ways. Uh and so when I moved to America, uh we were opening that restaurant and uh the owner shows up at like you know when seats closed at 2 a.m., whatever, and all the bartender were gone. It was like I want the Manhattan. I was the only one in the team that knew how to make a Manhattan. And that's how I got the gig.

SPEAKER_00 7:25

No, but I guess working as a boy and uh, you know, with that uh, you know, big names also, and you want to be part of it, uh I think you also pay attention to like details, like you said, like why they're putting like maybe this rum or like why are they using this.

SPEAKER_02 7:44

Yeah, it's it I remember like we had a lot of different programs and like I would try to sign up for every single one possible from like learning how to make cocktails and like what I remember we had that trip that and thinking about it now is wild, but like you know, I guess brand trip to an extent is a bit more part of my life now, but like at the time I didn't really understand. And so, you know, I lived in London, I worked at the Savoy, and well they sent us to Milan for three days to learn how to make a coffee. Wow. And you could all get a job at the Savoy too.

SPEAKER_00 8:17

So just to go to Milan.

SPEAKER_02 8:20

But like that was I mean, that was what 15 years ago, and I I didn't understand how come we were to go to Milan. And so so it was great, you know. We learned to make some coffee for days and then we shopped for like two days, and it was a good time.

SPEAKER_00 8:32

Well, I hope my coffee passed this morning.

SPEAKER_01 8:36

One of the best coffee I had in New York.

SPEAKER_00 8:39

Uh so it's it's it's very interesting because uh like we that we are here on the other side, we see, for example, I mean we know that many people look at New York as a make-up cocktail, um, but we also see other countries like Switzerland, like super like fine dining or like very proper bartenders. Uh like I never imagined like a dye bar in in England, right? Like here you find everywhere like dye bars, but how is like the the pipe in bar in London or England like?

SPEAKER_02 9:14

You know, and and it's it's interesting. I think that what really changed the dynamic and and started separating uh the different scenes is really the prohibition. And that's a deep belief that I have, and and people uh might agree or disagree, but because obviously it also evolved a lot over the past few years. But um I feel like for the longest time in London, if you wanted a great cocktail, you would go to a hotel. Because that's where you have some of the greatest bartenders, that's where you have some of the greatest service. Where in America, because you had uh the prohibition where you started having the best cocktail was the speakeasies, right? And so that's in terms of cocktail. Obviously, you have an entire world outside of cocktails. You have the pubs where you just want to have a pint or whatever and and whatnot, right? But in in a very funny way, I feel like in between both countries, especially over the past like two decades, maybe, uh, there have been that moment where um hotels in New York have really strived to improve their cocktail game. And uh in London, where you see seeing more independent cocktail bars and or like dive bars in London as well, but really inspiring each other from from each other, uh cocktail scene and bar scene. And so so it's really interesting to see the difference, but I think and it's not a judgment, or maybe it is, but I think milliliters is more precise than onces.

SPEAKER_03 10:40

Uh it is actually now that you say that, I um I like to do my measuring, especially when I do a big bag shoe with milliliters, it's so much easier, so much faster. People tend to do an ounces, and I'm like, the ounces, they're not very exact unless you have a measuring cup that says like also the ounce is too quick to gallons. I'm like, okay, like I I but uh and and and I learned uh with with ounces too, but I find that this is uh but I mean faster because if you move I'm gonna put the very very simple example. Um Micro, which is two parts uh spirit, uh one part uh orange liquor and 0.75 um lime juice, you can do that same amount of milliliters. So you do 2,000 meals, you do 1,000 mils and 750 mils. That's it. And you have the number amount of cocktails.

SPEAKER_02 11:30

It's say like when I you know if you do a classes for for people that are not necessarily bartender or anything like that. Always explain that. I'm like, it's it's really all about ratios that you're using uh milliliters, that you're using coffee cups, that you're using pans, right? It's the same ratio. So like what you're saying about the margarita, right? If like if it's uh if it's two parts, right? Well, if you're using if you're making a big batch for whatever cocktail party and you're using like an actual pan, well, it's just two pans, and it's very easy like that. It doesn't have to be more complicated.

SPEAKER_00 12:02

And I and I think nowadays, uh because like the barising everywhere in the world is open to everyone in the world. So people who like, for example, in Mexico, we don't work with uh ounces. We also work with milliliters. Um but nowadays we have people from all around the world, and it's kind of like people who were like doubting of milli working on milliliters. They're like, you know, because nobody likes math, but but I feel like uh it's getting more into like, you know, uh now we can work as with this, right?

SPEAKER_02 12:36

And saying it's it's getting more and more comprehensive because people uh they've been traveling more. Uh the cocktails in up and a bit a lot more, but also like um I feel like guest shift have become more and more frequent, right? Uh and so there is that exchange of knowledge and and collaboration that really like what people see uh somewhere like I don't know, if you go and do a pop-up at handshake, by example, right? If you're talking about Mexico, then you might bring it back to your own bar because you saw that cool tricks that they were doing or that cool thing to do. And I I think that's the beauty of our industry, is like our industry has always been a community. Uh for a very long time it was traditionally a local community and it's still very local. But because of the opportunity to travel, uh it's become much more of a global community as well. And I think that's amazing to see.

SPEAKER_00 13:28

Yeah, so I have this question also going back, back, back, back. Uh so going back to your uh country, so you were born there, and uh so how's your family? Uh do you have siblings?

SPEAKER_02 13:41

I have I have one brother, yeah. Uh they're great. I think you know um you always have like a free-spirited person in the family. Yeah. Yeah, and and and to be fair, they usually tend to find uh a home in in uh in hospitality and and a community in hospitality. And I think that to that point, like um I I found um that niche that was mine, and uh a lot of people uh that grow up in Switzerland, they don't live it. Uh the quality of life is amazing, the education is fantastic, the healthcare system is great. Uh but regardless of all of that, uh I needed more and I needed to see more. Uh and so in my family, I'm the one that traveled. Okay. Right. Uh my my brother, he he married my my best friend and they have a uh a beautiful uh kid together. And so I'm just the Kulunka that lives in New York and and I'm fine with that. Yeah, I think it's a good thing.

SPEAKER_00 14:53

Because you know, also um uh we always also mentioned that that in the past, I think like working in the industry was kind of like, okay, you're working here, but what is your degree? Yeah right. And uh eventually like we've been proving that hospitality is a profession. Yeah. And you know, at the end, it depends who who wants to work there, and it's about it's not about money sometimes. It's about your passion.

SPEAKER_03 15:20

It's about also a full fulfillment of uh, you know, uh like you do something for somebody. Like I always say this when you have a deal of the day, what is what's the deal of the day? Like you help somebody cross the you know, the the road, or you like driving and you we hot stops or you allow the kids to cross, you know, like these little things. And then in hospitality, it's basically the same thing. You do something for somebody. Uh you know, of course you you're like I don't know, offering a drink, you're offering food, but at the end of the day, you you have to make feel that person comfortable.

SPEAKER_02 15:51

And I think like I might say something that might be a bit polarizing, but I don't think hospitality is about food or drinks. Uh and to your point, like that might be helping someone cross the road, right? Like when I walked in, you guys were the most hospitable. And so I I think it it really is uh the business of people. And like we have uh very, very expensive uh school, uh hospitality school in Switzerland, and a lot of rich families from all around the world send their kids over there to school. School we have a few, but uh one with an L, I remember. I wouldn't remember Lausanne, maybe H L, yeah. Uh but I'm saying that because um they understand, and also they can afford, but mainly they understand that uh hospitality is much more about how you deal with people. And usually none of those kids that go to those uh schools that to study end up in in bars or restaurants or hotels. They really traditionally end up doing something completely different, but they have that hospitality mindset to everything that they do. Uh and and I think that makes a massive difference.

SPEAKER_03 16:55

Yeah. That's what I think. Like I think uh all of us uh in doesn't matter what what background you are uh or where you come from. I think if you work a hospitality job at one point of your life, it's not because you know they want you to do that as your career, but uh just to know how to connect with other people, uh social skills in in a way, you know, because you interact with different personalities and that helps you also like digest and be better every single day, you know, as a person. But also you're doing something for somebody else, you know?

SPEAKER_02 17:24

And and somebody else, yeah. On a on a very selfish way, but there is something extremely fulfilling, I think, about uh being able to make people have a better day or like give a great experience to someone or or help people grow. And I think that in that sense, like there is something so rewarding for me at least to do something for someone else. Uh and I think that makes a massive difference. And like it's it's very much so about everyone else, but it really makes you feel full.

SPEAKER_03 17:55

Yeah, I think uh going back to uh what you say with uh you know like guest bartending nowadays and then cross uh sharing uh information, uh that's part of it, right? Because you we we're not seeing it. Uh they might have a pop-up here uh in New York, and they they apart from London and apart from Mexico, you know, came together and they've never been to Mexico. By the time they go to Mexico, they have a friend. Yeah. And they just met once. Yeah. They don't even know how they are, what the family, the background, where they live, what do you like to eat, or nothing, right? That one moment kind of like connected you. You go back there and then they'll up, you'll be open and welcoming. Uh, and then if you go to London, it'll be the same day. Yeah. You know, so I feel like this this is what builds the community in Bartoning. Uh, and not only Bartoning, because I've seen chefs also don't pop-ups here and there.

SPEAKER_02 18:41

You know, it's also it's I also think that that I like to think that that gap is closing also in between uh the front of the house and the back of the house. Like in a very old-fashioned traditional way. I mean, like I I worked in a restaurant 20 years ago in in Europe, and I've definitely seen some pan flying. Um but uh but I think you know, and like you you learn to to sometimes that you learn to be very fast. But uh but more than anything is um I also think the gap in between the front of the house and the back of the house is closing, and you start seeing more and more exchange in between uh the front and the back. And and I personally love thinking that you know when uh you walk into a bar or restaurant, you know, fairly quickly uh whether it's completely disconnected or if they actually work together. And you can see that from uh I don't know, anything from a cocktail that's pairing with a food dish, from some ingredients that are being used both for dessert and for a cocktail or things like that. Like you can always tell uh when there is that osmosis in somewhere in in in a in a venue. Yeah, yeah.

SPEAKER_00 19:53

And and I feel like uh part of the change has been with like people that really are hospitable hospitably. Hospitable. And um they bring that idea not just with the coworkers but also to owners. And for example, in New York we've seen that big change. Like 20 years ago, you wouldn't be paying for trial, for training, uh, or like they will pay you whatever they want. And nowadays we have laws that protect us. And it's been it's been because we care about not just the job or the money, but it's like, you know, this is my profession, why I'm trip I've been trained like that, right? And nowadays we have insurance, more benefits, and I think like owners that sometimes they don't have experience with hospitality, they feel like, why I'm gonna pay for this, right? But the more protected and the more we share these ideas, maybe they can get more knowledge on like, you know, if you're taking care of your staff, uh that shows also that is hospitality. Not just to give in a a plate on it.

SPEAKER_02 20:58

No, it does. And for me, um, you know, you see so many great bars and you see so many great restaurants, but like you can tell when the team feels comfortable and you can tell when the feel the team feels supported, right? And you know, I I I understand how hard it can be uh to open a bar or a restaurant in a place, especially like New York. It's extremely expensive and and whatnot. But realistically, if that's what you want to do, then you know you want to make sure that you can do it, right? Don't don't try to take a shortcut with the team because the more you take care of your team, the more they will take care of the guests, and the happier everyone will be. And also most likely your venue, you borrow, your restaurant will make more money because guests will come back and the team won't leave. And so I really think that if you take care of your team from the scratch and like offer them those benefits, right? If if you're on the floor but you're worried about what happens if you get sick, right? Or if you're worried about like a big Able to take a day off because your kid has something or whatever. It really is different than if you know uh that your team has your back.

SPEAKER_03 22:08

Yeah, exactly. And like you say, I think uh uh when the team feels comfortable and and um it's it's better to when they'll make a a good profit for the house, but it's also it's gonna be for them. Yeah. And eventually like everyone wins, right? At the end of the day. Uh rather than you corner somebody else or not helping, or uh I feel like it's uh it's a little bit hard to say these things because you know not a lot of people say it. Uh but it's out there and I think it's in there, and you know, we just have to help one person at a time. And that one person, if somebody is listening, you know, there's so many really resources that the city is now giving out. Uh but I just also think about a small small restaurant, you know, because if the small restaurant has only five uh staff and the staff, you know, they have the manager, yeah. Or there's not even the manager. Yeah. The manager is the bartender and the captain and the and the server, like the same thing. Yeah. Um and they only have one busser or runner, or sometimes they don't even have one. Uh and then they have one cook, you know. So basically you're running with that. And how do they manage? Like if somebody gets sick, how do you how do they get paid? How do you cover that that person's day, you know? Uh sometimes the owner has to step in, but the owner doesn't know anything about hospitality. He doesn't know how to make caucus or food.

SPEAKER_02 23:21

And and you have a lot of that. You have a lot of of bars and restaurants that open because someone thinks it's cool that they can host their friend to their own bar or their own restaurant. And they don't understand what it really takes uh to operate a great bar or a great restaurant. And I'm not talking fancy, I'm just talking great, because like some of my favorite places or some of the casual, the most casual places. Uh, but it's where you have people that are happy to be there, right? It's where you they're consistent. Uh I'm very happy having some of the greatest cocktail, and and I've had some of the greatest cocktail in the world, but quite frankly, I will usually order a beer and a shop and I'm very happy with that. Uh and you know, I think that you can tell uh when the person that opens uh the bar and that's behind the bar uh does it because uh they want to create opportunities, or if they do it just because they want to impress their friends. Because usually the ones that just want to impress their friends, well, you won't get your health insurance. Yeah. Uh you won't get necessarily that backup. And especially in a city like New York, like it doesn't last that long either. No.

SPEAKER_03 24:33

The lifespan is very short. If uh if they're I mean I think I've read the last time I read something about an article about the how many restaurants opened and how many restaurants closed. Like you open uh one and then a hundred close, or vice versa. But it's the the rent is too expensive already. Uh also landlords, you know, they they give you like uh a lease for a certain amount of years. So if you have a successful restaurant for at least one to three years and then you're waiting on the lease because they're you know you have to renew. Sometimes those leases renew double the price, and you can't afford rent like back there, you know. Like if you're paying, for example, fifty thousand dollars a month and then you have to pay fifty thousand, that's a hundred thousand dollars a month. So you're making a bro, you basically in deficit, it makes more sense to close, but and and to be fair, like anyone I think anyone that opens a restaurant in the hope to actually make money uh is wrong.

SPEAKER_02 25:23

Yeah. Like open a restaurant to take care of people and it will make money, but if you open it just for the sake of making money, it most likely won't work out.

SPEAKER_00 25:30

Yeah, because then you forget about the little details. Yeah right. Like one of my my things that I go up places is like if I get into the bathroom and it's not clean, that's that's the main thing for me. But you know, I feel like you coming from uh from Switzerland and just working in in you know England, how was your like perspective coming to the States?

SPEAKER_02 25:52

And then you know, it was um it was very confusing at first. I think you know, when I first came here I didn't understand everything. And I'm not talking about the language, the language was overall fine, but uh it was more so about uh understanding where people were coming from, right? Because uh the culture I grew up with in Switzerland was different than the one uh uh uh in England and and different than the one here. And so um in every single place is people come with different experiences. Uh and and I think that at f it it took me some time uh to really understood what I wanted to do in the industry, where I stood in the industry, but also where people were coming from. Uh and again, like coming from uh I think a different hospitality background, it also took me a minute to realize like that's okay. And even so that's been shown to me forever, that's not okay. Right? And and so I think that's part of of growing, and that's part of learning, is like is also tolerating and ac accepting that you're not right all the time, uh, that you will do mistake, and and the best part when you're not right or when you do a mistake is really to own it. Because everyone will make mistakes and everyone will do things right and wrong at times, and like at the end of the day is is be comfortable with that. Um also if if you do something uh that you shouldn't be doing, then acknowledge it, own it, and evolve from it. Uh and so so I think that when I first came here, um really understanding uh where people were coming from and and and whatnot was was the most important because once uh and we were saying that right, we're in the business of people, once uh you really understand how things work, right? Um then you can try to to to embrace it, and then you can uh either like make it better if you want to make it better, or you can just like like whatever manage it if you want to manage it. But like you need to understand where you're coming from. And and you know, when um when you start a new job, you start a new job, you you start in a new bar or in a new restaurant, but there is so many rules that are uh thrown at you, and you're like, oh, but maybe sometimes you're like, oh, but that's stupid, or how does that even make sense, right? Yeah. Uh well when you start in a new country, same thing. Uh same thing, just greater scale. Uh but but also the more the more you do it, uh the easier it gets, and and the more comfortable you become with being uncomfortable.

SPEAKER_00 28:39

So going to that point, uh you were like like you're saying you were managing being a beverage director. How did you choose to like, you know, should I stay here or should I move to a brand? How was how was that transition?

SPEAKER_02 28:55

Um I think the pandemic made a difference for me. Uh and I'm saying that because um I used to run uh a rooftop uh during the pandemic, uh and I spent quite a few years over there, but during the pandemic um people were starting to be guests were starting to be a bit maybe irrational with their expectation. Uh and um I spent I spent most of today dedicating myself to the guest, right? And and really like, you know, and you guys know it, but like you miss the birthdays, you miss the weddings, you like you you go in when you're sick, even so you shouldn't, right? Yeah. And and things like that. Um and during the pandemic, we were still extremely busy. Uh because of the pandemic. Uh we were extremely short in staff, uh just because we couldn't have more staff on. Um and guests started becoming extremely rude. Guests started sometimes even trying to be physical. I don't remember like you saw in the newspaper or on Instagram or whatever at the time some guests were like uh violent with some restaurant staff and whatever.

SPEAKER_00 30:08

And super internal.

SPEAKER_02 30:10

Yeah, and and like for me it was always uh conflicting because I understand that is your one time going out uh because you're scared of the world out there. And so you want it to be the most amazing experience, right? And I understand that, and I want to deliver that to the best of our ability. But keep in mind that my team come here every day putting their health at risk and life at risk, and they do that every day for you to have the best experience that we can offer. And if you're disrespectful to my team, and if you're disrespecting like that that that just couldn't cut it. And so that kind of made me really rethink it twice. Uh and uh and at the time uh when uh the team approached me and they were like, listen, we're we're looking for someone. Um we're we're not happy with the people that applied and with the people we interviewed, will you be interested? I was like, yeah.

SPEAKER_00 31:18

Will you be my guest? Yeah.

SPEAKER_02 31:21

No, and it's been it's been incredible, but I think there was both aspects, is like I was not believing in what I was doing for the guest anymore. Not as much, not at that time. Uh and on top of that, I was given the opportunity to give back to an industry that was giving me so much. Uh, and that's the reality, you know. When I started as an ambassador and and whatnot, what you focus on is the industry, right? It's it and it can be the host, the bartender, the barback, the server, whoever in the industry, right? But that's all of a sudden my my time went from taking care of the guest to taking care of the trade, and that's what I was being paid for. And I loved it because I was able to give back to the one that means the birthdays, me the weddings and whatnot. And I was able to be able to provide some experiences for them that they might not be able uh to have otherwise, you know. When you see someone doing their first guest shift, it's amazing. When you see like and you know, I've seen some people that never been to New York before, right? And that's the thing in the US. The US are so big geographically that people don't travel the same every time. So when you have someone, it's the first time they do a guest shift, that's the first time they're in New York. It's amazing. It's amazing. I've seen people like going to Mexico for the first time. And so so being able uh to support or provide uh those experiences for people that really deserve it is amazing.

SPEAKER_00 32:47

Yeah. And uh why uh did you do you ever thought like uh moving to another city in the States, or just do you fall in love with New York City?

SPEAKER_02 32:57

I I I I didn't fall in love in with New York. I actually didn't like it the first few years. Uh so you're like uh you know and and now but it's like it's it's the longest toxic relationship I've been in. Ah you know, it's a little glimmer. I love it, but I hate it, but I don't love it. I'm like every now and then I'm like, why am I even here? It's so expensive to be here. And then, you know, I I I will walk into I don't know, Super Bueno or Shipen Gazola, whatever bar where I have a few friends, and like, oh, it's actually the greatest greatest city on earth and I wouldn't have it any other way. And so so it's funny, it's not perfect. Uh and yes, every now and then I definitely think of of uh I've thought of of leaving New York, but it's home and you don't leave home.

SPEAKER_00 33:48

Yeah. And um, you know, we know that uh Baccardi is uh a global brand, but also it's like a like more known for for Rome, which is like very Caribbean, very uh fun and happy parties and everything. You say that uh obviously you're fun, but uh no, you know, sometimes people who are from uh Europe, they don't have the opportunity to know the Caribbean and everything, but also you are part of the Agave uh brand uh portfolio. So how is your um obviously working in in bar in bars you have the the opportunity to try many spirits, but how was working with this brand in particular?

SPEAKER_02 34:31

Um you know I grew up drinking very, very bad tequila, extremely bad tequila. Many people, I believe so. Like, but yeah, but like bad, bad. And then just because not just because like you know, I grew up drinking, like everyone here will tell you in college that we're drinking whatever bad tequila, but you know the amount of tequila and and the brand of tequila you can find in Switzerland 20 years ago. It's bad, bad. Uh like I wouldn't wish it on anyone, I wouldn't use it to clean my house. Like, but but uh that but that but fun memories. Uh I believe so. That being said, and some some of you we don't remember actually. Yeah, I mean sometimes it's for the best as well. Uh but um I I I started getting closer uh to Back Hardy as a company uh through cocktail competitions. Okay. And so I did a few cocktail competitions, and I did my first one was most imaginative partner with Bombay Sapphire. Uh and I competed here in New York and and and I remember it was with some of uh people like it was people that I looked up to, right? And like I was like so amazed that I was even selected to be on stage with people like that. And that was absolutely amazing. And then uh I remember my face uh when I made the cut to go uh to London. Uh and so I was like, oh, that's cool. First, because it's I'm going back to London, but also I was like, wow, that's amazing. Because out of a few bartenders and you're being selected, right? And and so I after that, the first one people had to push me to sign up. Uh I will say thank you to Colin Appia for that because he really pushed me to sign up for the competition. And and then after that, I was like all confident now. And so I did um I did Baccardi Legacy, uh, and same thing, you know, I was in New York and same big names and whatever. And they were like, no, now you're going to the next step in Puerto Rico. And I was like, wait a minute. And and so I did that for a few years, and I did cocktail competition for a few years, and and really opened to I guess what the ambassador job is. And when um and then I saw, and I was like, I was I was close to the people from Black Arty, and and they opened a job uh with Bombay Sapphire. And the team reached out and like, oh well, we think you should apply because you know, uh, you did MIB and like a, you know, you're European, and so that's great, right? And you used to live in England. Uh and I applied and I did a few rounds of interview. I didn't get the job. And luckily, the person that got the job uh was much better than me, so very happy about that. And then they were like, you didn't get the job, but um there is a job opening with Gregos. I was like, okay, well, I speak French, so that's uh and so I did a few rounds of interviews, uh, and then I didn't get the job. Um and the person that got your job was also much better than me. Uh and I mean Maxim and I are still very close friends as well. So uh I was like, well, that makes sense. Why is that person would defecture? Uh and then they opened the job with Patron and I didn't apply.

SPEAKER_04 37:59

Okay.

SPEAKER_02 37:59

They were like, I'm done with this. No, it was not that, but I was like, there is I know so many uh great Mexican bartender in New York that I'm like why would I even apply? It makes no sense. Why why do you want to have a Swiss person talk about tequila? Um and at first, when I first started with the company, that's something that I was carrying with me everywhere I would go. I was really struggling with the fact that I was not Mexican. And uh there is two things that slightly change after a bit. The first thing is um I realized that um it was not just about uh being Mexican, it was also about really connecting uh the industry with uh the brand. And even so I'm not Mexican, I am part of the industry. And the second aspect is uh because it's such a special product and because it's such a special culture and really dear culture to me. So one thing that I had to do was to try to do it right. And by that I mean like I didn't grow up in Mexico, my Spanish is very clunky, but getting better prepared. You you say a couple words, you got me. But uh but more than anything, it's like it's about asking the right question, right? One of my favorite holidays across every single holiday you can celebrate is Diade Muertos. Oh right. And we love Diademortos, and I every year I get very excited about it. Um and again for me it was like asking my friends like, does that make sense? How explain me that? And like, you know, and and when we're talking about like when we're talking about like food or drinks or like holidays, like it's it's really it's very much more about wanting to do it right. And if you want to do it right, you will do the work to do it right. Exactly. And so that made a massive difference. And and not only I got more comfortable with that, uh, but once people also realized that I actually knew what I was talking about and I was really passionate about what I was talking about, it made an entire difference right away. Yeah, because sorry.

SPEAKER_04 40:15

No, no, no.

SPEAKER_02 40:16

No, I was going to say now they call me enchiladas suiza.

SPEAKER_03 40:18

Yeah, enchiladas suizadas. I love that. We talk about this because in Mexico we have enchiladas suizas, and then we have tomatadas, it's the same thing, but then tomatanas just like like a wrap tortilla with like pulled chicken, green tomatillo sauce.

SPEAKER_02 40:37

You have a lot of different names for it because of the shape and the cooking method, but a lot is the same ingredients.

SPEAKER_00 40:43

No, and I feel like you know, um every culture, right? Like if I'm Mexican and I want to try to speak about something, I don't know, like cross-animalists, they're gonna say, like, what do you know about French bread, right? But there's a difference between like honoring and learning or appropriating, right? And I feel like uh when you have a person that has the knowledge and they really want to represent it, no as a, you know, I I know everything, but I represent this because I respect it. I feel like many people will, especially Mexicans, will respect you because it feels like you're also giving voice to it's a very welcoming community.

SPEAKER_02 41:24

It's a very, very welcoming community. And and and and definitely like to party too. But like, no, I think a great example for me is you know, uh Freddie from El Gallo. Okay. Where is he from? Sweden? I think he's from Sweden, too. Yeah. And yet he owns one of the coolest bars in Guadalajara, right? And so he's Mexican to us.

SPEAKER_03 41:41

Uh yeah, no, but you know, like when whenever I'm not meant to call you over, but whenever um you have somebody who goes to Mexico, even if you go to Mexico to live for a little bit, you'll become Mexican. Remember Piba, she's from Argentina. She lives in Mexico, she's Mexican. Doesn't matter what you like, uh honestly, in in our culture, and I'm gonna say this in our culture because I'm Mexican, I wasn't born there and but I've been in New York for so many years. But the way I was taught when my mom was like, you know, welcome this person, and I think that's why we have the hospitality within ourselves, because uh they they taught us how to like greet people, say hi, say goodbye. If you shy, it's okay, you're gonna go shake hands, you know. Like this is what was what I was taught.

SPEAKER_00 42:20

And I didn't know they were preparing me to do this, you know, like Yeah, I remember also when I was a kid, my if my dad brought someone at 7 p.m. and we already have dinner, uh my mom will be like, okay, we don't have dinner, but I would make like some eggs uh beans and some tortillas, and we have fun with that. And I you were mentioning about this guy, and I feel like you are also seen like that, like people like now recognize you more like you know, like uh sometimes we don't say like the Mexican, but it's like I really appreciate that. For example, in your Instagram, you have the Mexican uh flag.

SPEAKER_04 43:00

True.

SPEAKER_00 43:01

And I feel like, you know, as far as just, you know, we really um obviously this is a business. It's not like we're gonna talk about love only, right? But the fact that um there are many tequila brands, so there are a lot of brands, but ones that uh, you know, every company has their own uh beliefs and everything. And I feel like Patron is well respected in many ways. So you're being the part of that portfolio.

SPEAKER_03 43:26

Yeah, but also uh like we always say, uh meet the person behind the bottle. Yeah, because you have a great product, you're always gonna like, you know, have something that it's well done and taken care of, because also the people who's harvesting it, who's cooking it, who's like distilling, bottling, putting the ticker, the label, everybody there is very important. Yeah. Uh but the person who's promoting that is to you particularly, right? Yeah. In a way. And of course they have to see the personality and connecting the community and connecting with uh, you know, with the consumers at the same time because uh you can connect with the partners, but the bartenders is not The consumers. Yeah, of course. You know? The consumers are the people who are uh at home watching a football game probably and they don't even know anything about that. But when they go to a restaurant and they have this connection and to learn from the restaurant, uh your I think your part here is educating the bartenders so the bartenders know how to promote or sell or or or create a cocktail with the ingredients that you have. Uh and create that connection, you know.

SPEAKER_00 44:24

But uh but I guess you have also your brand ambassadors right now.

SPEAKER_02 44:28

Yeah, and and and the other thing is a I'm I'm lucky like the the the team of brand ambassadors that that that we have is is is is an amazing team of of really amazing people. And like some of them have been working for for five plus years now. And and some of them um just last week actually, uh which made Cyncodemayo very intense for them. But uh but more than anything is is uh now is is translating that, right? It's like no matter what, the ambassador team that we have, it's very, very hardworking people. It's it's definitely very knowledgeable and great personality. And so it's I know uh that they do what's right, and also, you know, I think that there is what's right for a brand, what's right for a company, um also it's what's right where, right? And so uh maybe uh what uh what people need in El Paso is different than what people need in Atlara, by example, right? Yeah, and and literally everywhere uh around the US, the team that we have that I really think is fantastic is we have the right person in every single market. And and they all want to do it right for the culture, they all want to do it right for the brand. Uh all of them are unapologetically, whatever I'm trying to say, themselves. And I think that's that's very exciting. That's very exciting. And then to see everyone's creativity, to see what someone in Chicago is doing versus someone in San Diego, it's absolutely amazing. And so so for that, I I also feel very thankful. Uh, you know, and I was mentioning uh before, like uh we're hiring uh a few more ambassadors because the program is going very well, and so we're able to expand it. Um and it's amazing to be able to give opportunities uh to people. It was amazing uh when I used to run bar, uh and it's amazing now on the brand side, but like I see now some of uh the people that were uh were barvacs and now they're running bars, right? Or they're owning bars, right? Or or like seeing, and we were talking about Andrea before, like within five years, she's now a sous-chef in a three Michelin star restaurant. She started cooking in her kitchen five years ago, right? And and I I like the amount of of work and dedication that she's put together in such a short period of time. Yeah. But it's also uh an industry that if you put the work right you'll move up. You will move up and people will respect you for it. I really think it makes a difference.

SPEAKER_03 47:13

Yeah, and I think that the ultimate goal in in of this podcast and uh with our listeners, with our viewers, is showcase that, right? Like showcase uh the talent and and also tell that this is our career and and and and take ownership of it, you know. Like educate yourself, uh grab a book, uh tag along with somebody else who you want to learn from, uh if it's cooking, if it's uh cocktailing, you know. Like if you don't know a recipe of a cocktail, if you want to learn how to badge, uh tag along with somebody else like that so you get that knowledge or that information. Because if you don't have to if you don't ask, you don't have an answer. Oh horrible. Uh if you don't uh if you are uh uh in the comfort zone where you don't want to approach somebody, uh you have to talk to people, you know. This is a business of people again. Yeah. And if you don't say it, then then you know use you basically you're just gonna be there for a while.

SPEAKER_00 48:02

But and also the other part that we uh are doing this podcast is because bringing you or bringing other guests, uh showing your story and and feel represented in many ways. Um but also we're looking for like create again that community of like if someone approaches you to have a question, you can answer as well. So you can be also open to help other people. Because, you know, nowadays we have Instagram, we have uh Google, and you can find things, but it's it's better, like, you know, probably in the past I would be a little like intimidating to like ask you something, but I feel like like Edgar says, if I don't ask you, you probably wouldn't be here. But also it was very nice for you that saying, like, yeah, definitely I want to be there. And I feel like creating this community in New York City that we've been here for for a long time is like not just for the picture, or not just for the brands, or not just for the 50 best, but in general, because creating community also gives you the opportunity to create uh a mindset of like taking care of each other, right?

SPEAKER_03 49:08

And we say New York City because this is a big city. Uh the multicultural part of the city is what we really love. You know, like you come from Switzerland, us being from Mexico, and then all of our people who work with us, like from different parts of the world, basically. Uh, and this is New York. You know, like New York is not one single people or one uh background, it's everyone. And I think that's why I honestly I really love this. Like you're going back to the toxic relationship. It's like we don't like it, but then we don't love it, but we are here and I don't want it without it.

SPEAKER_02 49:39

That's the thing. It's like I don't love it, and I don't love it every day. But I wouldn't do it any other way. Yeah, exactly. Uh and that that is very special, and I think that you know, to your point, there is there is two things I think for me. Uh is it seems that everyone, no matter what, has some in imposter syndrome. And and that holds back people a lot. Uh and I think that the more uh the more you can ask the more you ask people about their past and and the path that they took, the more you realize that everyone is just figuring it out.

SPEAKER_03 50:19

Yeah.

SPEAKER_02 50:20

And and and then that might make you feel more comfortable about not having it all figured out now. Uh and and really everyone everyone's path is different. Uh and and you know, I think that one of the beauty of of this industry and this community and and the communities that you're creating as well is that everyone has a story to share, right? And some uh some people might relate to some of the stories, some people might relate to others, and also maybe just some part of it, right? But if you ever feel stuck somewhere, uh most likely someone else at some point was stuck in the same place. Uh and so if you can ask the question and and and find the support in the community to continue to grow, that's that's the best.

SPEAKER_00 51:07

And uh to that point, for example, you said that you were a little uh unsure to take in the job because you thought that it would be like Mexican bartenders or people who can know. So once you got it, what did you what makes you stay?

SPEAKER_02 51:22

I'm really good at it. Uh listen, I can drink tequila much more than many people I know. Um I mean you started training with the post-tequila. And you know, and I will say that I think, and it's very funny, it's like I think if it was not for the pandemic, I wouldn't be working in in the agave business. And and I'm not saying uh because uh because anything else that well, we had a lot of spare time and I used to spend a lot of time with Alan. Yeah, I love Alan. I used to spend a lot of time with Alan. I used to spend a lot of time with Laloba uh and Denise when she was still with G4. And like they definitely made me drink more tequila than I could to really help build the tolerance. Just for that. Just for that, that's just for educational purposes. Uh but but definitely I enjoy I A, I enjoy the spirit very much. So I think there is something magical about all things agave, and I'm not I'm not just talking about tequila itself, right? We've been talking tequila because you know maybe we had some, maybe we didn't. But uh but because like yeah, I also love mezcal a lot, right? I'm in love with Oaxaca. I love going down to Oaxaca. But like, you know, if you're talking about Raccia, Soto, Bacanora, you name it, right? It's like there is such a world. And also it's so different from one to the other, both the spirits. The history behind the spirit, the culture behind the spirit, right? And I I I'm lucky because I get to go to Mexico fairly often. Uh I go to Mexico much more than Switzerland. Uh and you know, I get every time I go, I I I I meet new people, uh I learn new things, I try new food and new drinks. And and and and it feels good and it feels right, and that's why I continue to do it, and I will continue to do it. It's because it feels right.

SPEAKER_03 53:31

Nice. And before before you started uh with uh with the company, were you did you go to Mexico before that? I it's a good question. Uh because I was gonna ask you what was Jonas Freck's impression when you went there into the first distillery.

SPEAKER_02 53:49

So the first time I went uh to Mexico, uh I was not officially hired uh by Patron yet, but I already had a job offer. Um but I actually went uh for uh the opening of uh of uh Mezcal Palenque. Okay. The first time I went to Mexico was actually Oaxaca. Uh and I really love Oaxaca. That's the first time I got to try Pulqué, and I was like, oh my god, what's that delicious beverage that I've never had before? And I love pulquet. It's like yeah, no, but like like for me, it's just great memories. I I love it. There is no doubt that it's also not for everyone, no doubt about that. But like for me, it's just like something that I enjoy. It's great memories. It's also so much history, right? Because people have been drinking pulquet forever. Yeah, sometimes uh and and so I really loved it. It was a lot of fun. I was with my friend actually on that trip. Alan was there and a few other friends, actually, quite a few friends from New York were on that trip as well. And like we had the best time. We definitely uh drank a mezcal or two. Uh but also chat.

SPEAKER_00 55:00

I don't remember. TV D, we'll let you know, we'll let you know.

SPEAKER_02 55:05

But no, and like I was like, it's beautiful, everything is delicious, everyone is nice, like I want to go back. And you know, um for me now every time I'm like, I want to go to more places in Mexico, uh, because I understand that also not every states are the same, and and and and the the culture even like way back is different, right? Yeah, I was in Oaxaca a month ago, maybe. Um and we went to Monte Alban to the Pyrabit. And I was like, it's such a crazy history, right? Uh and if you go to Guadajara, it's different, right? If you go to Chihuahua, I was in Chihuahua. I've been to Mexico a lot these months, but uh I love it, you know? But because I was also in in uh in Chihuahua last month, uh and and like I was like, ah, it's completely different. It's like and I think that's the part that's beautiful, is like all of them completely different, but at the same time, always great food, great drinks, great people. And usually great weather. I I have yet to be in Mexico and be like an entire week and be like, oh no, it's terrible.

SPEAKER_03 56:22

Yeah, it it's very different. Uh Mexico City is very different also. Uh it's super, it's super hot during the day and it's really cold at night. Yeah. Uh Oaxaca could be the same in in different parts because if you're closer to the water, um it's not as much as when you're on the mountains. I feel like the mountains sometimes tend to be more disardic, especially where you get like your your mascot. Yeah. Um but yeah, it's Chihuahua per se too, you know. Like that's a desert. Like there's nothing in there, but that you drive and there's no trees, basically. Um it it's it is different, right?

SPEAKER_00 56:54

It's like a going like different countries.

SPEAKER_02 56:57

It's a bit like going in in a in a different country, and like, but but like I love going, I love going back. I get very excited like a kid before Christmas, every time I know I'm going back. Like I'm going on Sunday. I'm very excited, and and so having that opportunity is not something I take for granted because I also understand and know that not everyone can. Uh and so I try to make the best out of it. Uh I always try uh to make sure that um I respect all the people that I meet and all the the things that I eat and drink, and and and you know it's it's I I really admire it in many ways. And and I think that, you know, the fact that I didn't uh necessarily grew up with it in that sense uh doesn't mean that I can be any less passionate than anyone else.

SPEAKER_00 57:50

No, and and and for example, this experience have you transmitted to your family, like you know, uh so yes.

SPEAKER_02 58:01

But I mean I I hope custom is not watching. But uh I definitely have been uh servicing Switzerland uh now I've I've been definitely been trying to educate my uh my my friends and family to to the agave world because again that's something down there is that's very very foreign, right? Uh but um so um my stepbrother um just got a baby and beautiful baby and his wife is from uh Spain and Argentina, and so they decided to name the baby Amaru. And I don't know if you know Amaru, uh but that's a god um that's a god that looks a lot like uh Quetzalcoal. Okay, yeah, Maru is from I think from uh Peru. Yeah, yeah, yeah, yeah. Uh and similar story, uh similar look, not exactly the same. Uh but so when I was in Oaxaca, um I was in Oaxaca the last month, uh I went to the market and I was really looking for an allebrije that looked alike, and so I got an allebrije of cats alcohol to bring them back uh in June. And so you know at this point, it's like Mexico is part of my life. Uh and uh when I go home, I want to share my life with the people that I don't see all the time as well, right? And so so I think it's it's it's beautiful to share and uh in a very funny way. Like when I'm at home, I'm like, you know, I'm from New York and I go to Mexico and like all those courses. And when I'm in New York or when I'm in Mexico, I'm from Switzerland, you should see Switzerland. And now with the World Cup coming, we've had very strong debate because the chances that they actually play each other is fairly high. Oh, I don't have to pick.

SPEAKER_01 1:00:02

I just I have both jerseys, so I don't have to pick. You can do like a half jersey. I have both jerseys, I can sleep in and out.

SPEAKER_00 1:00:10

No, and it's you know, it's um my personal uh my opinion is that as a Mexican and I see like working in this industry and I've seen like so many you know, people uh making profit of like our culture and everything, which is part of the business. I like I said, I just want people also to know that respecting a culture and also admiring it and also learning from it, I feel like it gives you that. Like, for example, now you know what is an alibrige, uh what means for like people going to Montelban and what was the the pyramids and all that culture, that you feel part of it and you feel like that's brought to you because this brand, yeah, and also you can tell other people like you know, it's not just the matter of drinking alcohol or drinking tequila, it's it's part of their culture, it's part of their history, and it's something that you know femin many families rely on that, right? It's it's a way of living and and for other people it's like the way of like having fun and everything. So it's connected, but at the same time it's like respecting cultures, right?

SPEAKER_02 1:01:19

No, like I I I was educated with uh the chancla. Even so we didn't have a word for it. Uh but again, don't give pants and don't be chanclaw's in the but no, I think that there is um there is that aspect of and and I I say that a lot about Agave Spirits and Takita in Mescal, but there is something um very communal about it. It's it's you know a lot of spirits and and wine as well. And like some people I think try to make it like maybe too complicated to make themselves feel better, or maybe uh elitist, or like um, you know, like, oh no, you need to eat like a very, very special to understand wine, or like, oh no, that whiskey is only for professional, or whatever. And like or one thing that I love about um Agave Spirit is that it's very approachable. And and and there is a lot of different ways to do it, but it's like first and foremost is to bring people together. And I feel like uh that goes back to being part of the culture in Mexico, is it's it's uh they love to bring people together. Uh and that's something that uh I like to do when I go back home, by example, uh, and or like when I invite people over, it's like let's let's share something together. Uh yeah. And there is a beauty behind it, and that's something that I really love.

SPEAKER_03 1:02:46

Yeah, that because I mean I I remember my you know childhood. My dad didn't really drink much tequila. It was more like the pulke sometimes, or awameel, how they call it. Uh sometimes. Yeah. And they would they'll have like baccari, that's the first thing I remember drinking. Yeah. I mean, not me drinking, but I'm not dad drinking. It was bacardi and soda, basically. Yeah, yeah. And they used to call them the kubas. Yeah. Uh they never called him kuba liberty, like the whole name, they used to call them kubas. Uh, but they it was never really called a cocktail. A cocktail was called a kuba. That it didn't matter what it was, it was a kuba. Um when I was a kid. And then, of course, you know, like then I learned, you know, about about tequila through a friend when uh I think this is uh we're 40 years old at one point, and he was from Jalisco. Yeah. He went to Jalisco to basically his grandparents came back, and he brought like one of those bull horns and with a little like cork on the top, and he brought it to school, you know, like tasting us on it. Sorry, I'm saying this with tasting. But uh this is how it was introduced to that, like, you know, tasting it. Yeah. But we never really got into it until like we saw family, like, you know, quinceañeras or 616, uh, when they I saw a bottle on the table for the for the godfather or for the family. And I was like, whoa, a bottle. You don't even get like a third shot. No, you got the whole bottle, and then we you know you pour it, but you pour because you're basically supposed to share with everybody on the table. You don't drink that but it's this is not just for you. And then, you know, like this connects the the people there, and then it's as a community, the family, the party, the event. Um, yeah, I mean it you everyone has a good time, but no. You know, it and it's funny, it's like uh I've done that a lot back home.

SPEAKER_02 1:04:22

And back in Switzerland, they don't necessarily drink um uh hard spirit as much. They usually drink a lot of wine and beer, right? Uh but they're improving a lot. Uh but but like often like when I I will go and see my friends, right? I'm not there often, so usually when I'm there, you know, we do some nice dinners or big parties, we invite a few friends and and whatnot. But like once we're done with dinner and we had a bit of wine and whatever, like that's when we open the bar and like we usually pull the bottle on the table and and you know, we're just talking about life and like I think that's the best moments, that's the best memories for me. It's very simple. But like that's the best when when you're just with like people that you like, drinking things that you like, and and just talking about life.

SPEAKER_03 1:05:09

Yeah. And sometimes you don't even have to talk about about the whatever it's in the table. Like somebody wants, they can pour themselves and you just drink it, right?

SPEAKER_02 1:05:17

And and it's funny, it's like I have I have a great bar at home. I have I have a lot of of spirits at home and and an amazing one. I'm very fortunate in that sense. I never touch it. Like I really only open the bar when I have people at home. Exactly. And it's just because it makes me happy to share. And usually, you know, when I'm from um I'm from the the town that created AbSense. Uh and when I grew up, Absence was still illegal in Switzerland. Oh, really? Uh but it was illegal until 2005, yeah. Um but like I will usually go back to Switzerland, bring some bottle of tequila, and come back to America with some bottle. So it's really it's an exchange. It's an exchange and I think it's it's an amazing opportunity.

SPEAKER_00 1:06:13

And uh I mean I guess that you mentioned that you go often to Mexico and I don't want to put on like the cliche of like what is your favorite dish, but like there is a moment that you feel like you feel really, really connected to Mexico. Or like you're gonna be able to do that.

SPEAKER_02 1:06:31

And again, it it's because I'm I'm very fortunate also when I go, right? But uh I feel very thankful because I've I've been going to to I mean Guarejara uh regularly now for for quite a few years. And so I have some very dear friend of mine uh down there. And so I'm very excited when I get to be with them and to see them. Uh you know, uh that can be my friend Haba or like Oscar, or you know, when when I show up at El Gallo, it's always the nicest welcome as well, and that's something that they do very, very well. It's always making you feel like uh the most important person, right? But but like I always try to bring little gift to my friends. Um I didn't realize how much the people I know in Guadejara love Harry Potter. And so I used to live right next door to the Harry Potter store. So now everyone, every every time I go, I try to bring them either like the chocolate frog or like the surprise pins or whatever you call them in English. And and that's when I feel the happiest, is because like I'm going back to sing my friends, and then there is one moment, like you know, we we've done a few trips and the distillery in uh at Otonil Coal Alto, it's a it's a very special place. It's a it's a very luxurious place. And and uh I'm I feel very thankful to be able to share that with everyone. I also understand that that's not always the case. Um but we have a mariachi band, uh mariachi moya, and there are some of the most amazing mariachi I ever seen. Because also when it comes to mariachi, you have great mariachis and you have not so great mariachis. You really can have both. You have your Timu Mariachi? Yeah, no, like you you really can have both. And and there's the most amazing one, and like you know, when I'm I'm there in a place that's so amazing with usually people that I love and and and and drinking uh some amazing tequila and and listening to the mariachi is it's like just makes me very happy. Yeah, chilling, like listening to the music, it's it makes me very happy, and again, like I mean uh and that place and uh it is it's such a special place and and having the opportunity to be there uh with uh with with people that you care about is amazing. Because also it's it's not necessarily it's definitely not an opportunity I would be able to have so regularly uh in in another life or in another setting. So yeah. So I think there is there is a lot to be thankful for. Yes, yes?

SPEAKER_00 1:09:09

So um well, it was very, very uh heartful conversation having this with you because obviously as the Mexicans we feel like you know connected in many ways. Um like you say, there's people that they don't have the opportunity to go and seeing like the change that Mexico has been, like not just Mexico City, but across the country, cocktail bars are being growing up and everything. And and I believe that bringing that uh to the states in New York in this case, like now you can be familiar not only with Oaxaca, Bo Puebla, Guerrero, Chihuahua, and you know, also having a person that is not from here and also not from Mexico and going to your country and sharing that is like showing off that you know immigrants uh they bring many, many, many good things. And I believe that you experience Prince Hands, Prince Hand coming here as an immigrant, also going to Mexico and also coming back here and showing the love that you show to Mexico.

SPEAKER_02 1:10:11

Thank you.

SPEAKER_00 1:10:12

I really appreciate it.

SPEAKER_02 1:10:13

No, see you and I would say that I think I like I I spent my entire life with immigrants until I became an immigrant myself. And I I think that uh there is a lot of of beautiful things that that comes to immigration and and I think that it's not something that's talked about enough. And and and I I feel very again, feel very lucky to have been able to experience that. But like when you travel and you actually move in a country where it's when when you move in a country and when you go on vacation, very different things. But when when when you move in different countries, you learn so much. And when you meet people that have done it, you learn so much through their experience as well. And so for that, I think I really think that immigration is beautiful. And and I immigration is not stopping anytime so people will continue to move.

SPEAKER_03 1:11:12

Listen, there have been immigration there has been immigration since the nearly and all times. Yeah. You know, they move from Africa to the north. Yeah. And then we have people coming from Asia to the Americas, you know, like if we really look fast track everything. So uh I mean there are uh I don't know if this uh fact, uh actually, but in Tutakamon, uh stomp, they found cacao, cacao beans and coke leaves. Yeah. What it w that was from uh Peru. And now when you said uh your uh the baby is named um Amaru. Amaru? Amaru Tupac.

SPEAKER_01 1:11:45

Yeah.

SPEAKER_03 1:11:45

Uh Tupac, uh the rapper was also named after Amaru Tupac.

SPEAKER_00 1:11:49

So you know, like we really I mean we're all humans, and I think like we should uh also like you say, there is not enough talking about this, but or is it not with the people they don't want to understand it, but we're all human, we are like the same.

SPEAKER_02 1:12:05

The people that don't understand immigration um haven't gone through it. And and that's the only reality of it, is like there is uh there is so much beauty and and learnings to take uh from uh all the cultures and and I think when it comes to it uh the more you try to to learn about other cultures, the more you grow as a person.

SPEAKER_00 1:12:36

Yeah, and and I I feel like you know there are places that are fortunate, like for example, your country that they have a lot of like benefits. And going to places that you probably see like people that are very, very poor, but they don't need money because they're already happy with, you know, whatever their family, their land, the way they cook, like you know, seeing a family just eating frijoles and they're happy. Obviously, they will probably they don't know if they need something else, but I feel like the main reason, like, for example, tequila, having this sharing with your friends, it gives you that happiness.

SPEAKER_02 1:13:11

Yeah.

SPEAKER_00 1:13:12

And we don't talk about money, we don't talk about Noah Burns.

SPEAKER_02 1:13:15

And and I I think that's that's the most beautiful times is you know, just talking about life, yeah, having a good time, enjoying being with the people that you you you connect with. Uh the best time. And you know what? When I go back home and we're sitting around that table and we're drinking and we get a bit tipsy and sometimes we have some spirited conversation because we don't all agree. Okay. I realize uh that my point of view has changed. And and I realize that um uh maybe we I mean no matter what, we don't agree on everything, but like I realize that my point of view has changed because I've experienced things differently and I've met people that experience things differently. Right. And so I'm not as quick at to necessarily make a decision or judge, because I understand that there might be more backstory. And so I think that's also part of the beauty of it is is nothing is is uh black or white, and and everything is a lot of of gray. Uh and and so for that I think it's very interesting because like when I go back, my friends have been traveling and and we all grew and and and we all evolved. But uh I realize that sometimes some of the topics that we're talking about, they most likely would have uh a different point of view uh if they left. Uh and and and you know, at the end of the day, it's it it's um I'm very very thankful for my friend, and I'm also very thankful to be able to have those perspectives, to be able to see, oh, that that's what happened if you stay where you're from. That's what happened if you move, that's what happens if you experience hardship or or or or or or or luxury. And and so so I think there is a lot uh I think immigration overall and being open to to to what people went through and experienced. And it can be hard or not, it doesn't have to be hard, right? It just has to be different. Yeah. Uh and I think that when when uh you learn of of different ways to to grow, by example, or to cook or to drink, uh you learn a lot. And then what you do with that information is your own. But being open to the information and the knowledge is is a source of cost.

SPEAKER_00 1:15:34

And talking about knowledge, so once you went from brand ambassador and now you're the the advocacy um advocacy manager. Manager from uh Bacari, um what is basically this role?

SPEAKER_02 1:15:48

Like I I try and and it's actually it's an excellent question. And realistically, is I I try uh I try real hard and I'm still learning a lot and and and and whatnot, but I try to make sure that the team has the tools to do that. Right? They they have the tools to go and take care of the teams, they have the programs to go and take care of the teams, and also it's not uh it's not like we we're an entire team uh that connect all the time together. And like I couldn't do it uh without the team that we have and and the support that we have. Uh and same again, like we have a lot of different people uh with a lot of different backgrounds and knowledge and and and and and ideas, and so being able to um tie them all together uh to try to give some of the best program um that uh the team uh can use and also like deliver in in their own market with their own uh I guess community, right? And so so I think that that's what most of my days is is making sure that um they have the tools uh that uh represent the best uh the brand and that can be the most impactful uh to the to the community in the market.

SPEAKER_00 1:17:08

And uh for people that don't know, for example, we know that in the States it's easier to get like, you know, patron. I I guess how's how's the market like going in Europe or Africa? It's everywhere or just in the Americas?

SPEAKER_02 1:17:24

If we're now if if we're talking about Agave, uh uh specifically, uh the US is extremely lucky. There is a couple of things. Uh first, there is a greater history of people drinking Takea in the US. Uh there is the fact that Mexico is so close to the US that people have been going back and forth drinking in Mexico andor in the US forever. Uh there is such a strong uh Mexican community in the US uh that the culture behind agave spirits is much greater. And uh the US is by far the greatest uh drinker of agave spirits by a lot. Yes, much more than Mexico, actually in a wild way. Uh and so when it comes to to that, um we are extremely lucky because we have a lot of choice, a lot of selection uh in in the US. Uh if you go to Europe uh in order to have your agave brand uh in the Europe, you must be already fairly big. Uh and so so I think that um you know you have all the ones that have been around forever, like Salza or like Rosé Cuervo, because at the end of the day they've been doing it for hundreds of years. Um and uh you know you have some of the bigger ones, like like Tonpolio, like Patron as well. Uh and and so I think that the the selection that you have in Europe or in Africa or in Asia is much smaller. Uh I think that it's a question of time until it catches up. Uh and when it comes to spirits overall, everything is also slightly cyclical. Uh so we're lucky, I think, to live in a time where uh agave is extremely hot. Uh and even so people might not be drinking as much and and and whatnot, it's still a very, very uh fun uh spirit to be around. Um but uh you know in in a fair amount of Europe, gin is still very, very strong. Gin is very strong in in England, gin is very strong in Spain, uh in in France and and in Switzerland as well, actually. Um my friends that are in two spirits, they have a soft spot for RAM. Uh and and what's funny about it is I really love uh the small production rooms, right? So ones that are a bit harder to find and whatnot.

SPEAKER_04 1:19:50

And wriggled.

SPEAKER_02 1:19:51

Yeah. And and and in that sense, it's amazing because now, and that's I don't think if you take Switzerland specifically, now we're talking about a very small country. Like there is more people in New York than there is in Switzerland. So uh but last time I went, I started having a lot of questions and requests about mezcal, right? And they never as a country really caught on uh tequila just yet. But they love the idea of mezcal and the diversity you find in mezcal and the different like aromas and flavor and the fact that you have a lot more uh small producer from what they can get there. Uh and so I thought that was very interesting that they seem to be jumping to mezcal. Wow uh directly. And I'm not mad at it.

SPEAKER_03 1:20:34

Uh no, and that's good because they're like, I mean, now I guess uh now with um social media interaction, yeah, they might see it. And sometimes when you see something you want to try, you want to taste it. Uh you want to explore, you know. And that actually in a way, social media helps you like broaden your your your perspectives because you want to do all the things and and taste of the things. But yeah, that'll be great.

SPEAKER_02 1:20:57

No, no, it's not uh as long and the other thing, as it for me, there is something magical about producing alcohol. And I always love like uh distillers. You know, you know how people do like a a panini for soccer player? Like, you know, they they uh the collect that the collection of carbs put it in an album. But for me, like master distillers were always like that for me. And so like for me, uh being able to be close to some master distiller and call some of them my friend is something that I love. Uh and and there is something magical around the creation of alcohol, something that I just love. That you know, you take a fruit or or a plant, um and after some point you have that liquid that's like everyone drinks around the world. I think I think it's phenomenal, and still something magical. And I understand uh the biology behind it, and I understand the chemical aspect behind it, but still something magical when I go to any distillery, and then um and then there is something very fun about sharing it with people and enjoying it with people, and so so as long as people do both, uh whatever spirit it is, whatever beer or wine it is, it makes me very happy. Now, if you can also pay rent, I'm not mad at it. That's the ultimate goal too. But realistically, it's like it's like that. I mean, I I love Agave and I can talk about Agave for hours. Uh uh But I think that as long as people are curious about what they're eating and what they're drinking, uh restaurant will continue to strive and and and Spirit Company will continue to thrive and and along the line, quite frankly, it will also uh help everyone that works with those companies for sure.

SPEAKER_00 1:22:47

And talking about education, so if like for people who are like watching this, like like new bartenders or like new restaurants, uh if they want to approach a two-patron to have classes, they will they can, right?

SPEAKER_02 1:23:00

So yes, we have we have a lot of different ways um to do education. Uh obviously, uh in a lot of uh the major uh cities in the major market, uh we have brand ambassadors that are amazing for education. Uh if uh they're not uh in any of those markets, and or if they're in those markets and they prefer to do it online because it's more convenient for their schedule or things like that. Uh we have a few different certifications that we give. Uh the biggest one uh and the one that makes me the happiest right now is we actually have a certification with uh the W set, um the Wine and Spirit Education Trust, which is I mean, I guess as legit as can be when it comes to it. And in and they created a special uh Agave education with us that gives you an actual certificate that we're providing right now as well. You just need to sign up and go through the classes, and at the end you have a test, and if you pass the test, you get the certificate.

SPEAKER_00 1:23:57

I want to sign up.

SPEAKER_02 1:23:58

Yeah, no, no, no. Highly recommend it. It's it's by far one of the best online education uh tools that I've seen out there. Uh and so and at the end of the day, you can always reach out and and if you want to know more, either I can uh help you uh get to learn a bit or we'll find someone that can help you learn a bit.

SPEAKER_03 1:24:17

If you guys want to reach out, uh go to uh his uh Instagram socials. Will you be my guest? I think that's where you can find him.

SPEAKER_00 1:24:25

Uh I don't know, can they?

SPEAKER_03 1:24:26

I mean, can they sure can? Yeah, yeah, you know, see? Um do you have anything else to say, Emily?

SPEAKER_00 1:24:31

No, I mean obviously we're very happy to have you. It was very, like I said, very interesting, very hardful. And uh we really thank you for having uh you know your time sharing with us and also sharing your story with the audience. And um I don't know, you want to shout out to someone?

SPEAKER_02 1:24:46

Yeah, well, I mean, thank you to you guys for putting that together and and offering me that opportunity. And at the end of the day, uh very thankful for you guys. Uh anyone watching, if you want to reach out, if you bump into me in the streets, like say hi. And if you want to reach out or if you want more information, I'm happy to share with anyone.

SPEAKER_03 1:25:06

Yep. Thank you so much. Thank you guys for watching, thank you for listening. Uh, if you guys want more episodes like this, very, very awesome episodes, by the way. Uh, go to our website w bar talky talkie barnyc.com and or go to all social media, uh Instagram and or TikTok.

SPEAKER_00 1:25:25

Or also just don't forget to subscribe to YouTube. Uh we also have all the episodes there. And remember, uh comment because that's how we play with the algorithm and we can grow. Uh and definitely we thank you for uh having us in your airpods or your TV and uh you know listen to every episode. Uh but that's it. Thank you so much.

SPEAKER_03 1:25:48

Thank you so much, guys. Uh, don't forget to tip your bartender, and we're gonna leave with uh by put saying uh while talking bar, bar talking talk to bar on three. Ready? One, two, three. All right. See you next time. See you next time, guys. Thank you, Taver.