There is a current thread on the USBG Pulse site regarding Jon Taffer’s presence, and the presence of reality TV, in our industry. I was inspired by this thread to contemplate the USBG brand, and how each of us, as USBG members, are brand ambassadors. This conversation is a must if we are serious about representing a common vision and mission.

A brand, as defined by Meriam Webster, is ‘a particular kind or type of something’. As USBG members, we first need to decide what IT is that we are. What is IT that differentiates us from non-USBG bartenders? For starters, becoming a USBG member states that we want to be part of something bigger than ourselves. We recognize that there is strength in community. We have taken steps to participate in a conversation as a means of educating, networking, and improving. Part of that education is understanding, comprehensively, where we, as bartenders, fit into the schematic of the three tier system.

I am in love with the Cocktail Renaissance as much as the next philosophy degree holder. The second time around, however, whether we like it or not, is governed by a set of rules that our professional predecessors were not governed by. How do we, as modern bartenders, maneuver through this new dynamic environment to preserve our traditional profession? Here is one way we DON’T do it: By disregarding the fact that Big Liquor is a very real part of our industry. Denying this fact makes us look foolish, non-business oriented, and arrogant. We are entitled to personal opinions regarding the presence of Big Liquor, but let’s face it…if it weren’t for Big Liquor, there would not be much of an industry to defend (or work in). Understanding the wholistic, historical context of our trade is crucial to representing the USBG brand.

Regarding Jon Taffer: I don’t know the guy. Somewhere in the midst of brand portfolio sales goals and ‘reality’ TV agendas is a man who works hard to promote his products. Whether we approve of his methods of doing so is inconsequential. Jon Taffer represents a gigantic market force. We have two choices: We can fight it (and look foolish), or we can use the momentum of that force to gain positive attention. As a USBG brand ambassador, I recommend the latter. There is no reason we cannot forge relationships, such as those in the music industry, where large labels sponsor subsidiary labels to meet varying market demands. Think of Warner’s relationship with Reprise and ANTI-.

The last thing we want is a ‘union war’ where affiliation with our brand complicates doing business with large liquor houses. If we are in the business of bad-mouthing our suppliers, it would be understandable that they would not want to play nicely with accounts who employ USBG members. This could spell doom for us…and our brand.

What are your thoughts?