Geoffrey Morgenthaler

I think that you can get great, great vodka for under $20 per bottle.

Anything on top of that is usually just marketing.

You know, these days, when I started mentoring bartenders many years ago, it was all about drinks for them.

How do I make this drink?

How do I, you know, make this ingredient?

These days, mentorship is really career-minded advice, you know.

How do I last a long time in this business?

How do I deal with toxic environments?

What have you done?

If you were in my shoes, what have you done in the past and what would you do?

And that's been a really nice transition for me to move beyond just talking about drinks all the time and really talking about life and career.

How do I find happiness?

How do I find love?

How do I find balance?

Yeah, absolutely.

I mean, look at the three of us.

We've been doing it for most of our lives and we probably will be doing it until the day we're dead.

Because we love it.

I think there's a tremendous future in this business, but it's not easy.

It's not always financially rewarding.