Today’s New York Times takes a look at bartenders making the transition into the wonderful world of liquor brand ambassadors and cocktail consultants:
Not long ago, bartending was, for some, one of the classic dead-end jobs, the choice of wannabe actors and the terminally unambitious. The only way up the drink-slinging ladder was to own a bar. But with the cocktail renaissance, today’s star mixologist is tomorrow’s brand representative, hawking various products for liquor conglomerates, or tomorrow’s cocktail consultant, setting up drink programs for new taverns and restaurants.
Some in the industry have misgivings about the shift — it distracts working bartenders from doing the job at hand, they say, and drains off the best talent. But nowadays, any entrepreneurial bartender worth his tattoos has a vest pocket full of business cards.
It’s not quite as glamorous as they make it out to be. I mean, the towels on the Bols Jet today were barely even hot.
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Jacob Grier is a freelance writer, barista, mixologist, and magician in Portland, OR. He writes, eats, and drinks a lot. His articles have appeared in The Washington Post, Reason Online, The Oregonian, and other publications.
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