Today we’d like to introduce you to Alex Alfonso.
Alex, can you briefly walk us through your story – how you started and how you got to where you are today.
After Hurricane Katrina derailed my plans for grad school, I found myself with a degree in history and philosophy and without a job. I lied myself into a bartending job in Coconut Grove at a new English pub and fell in love with the fast-paced world of restaurants and nightclubs.
Over the next decade, I worked in everything from dive bars to high-end nightclubs, learning about classic cocktails and trying to incorporate fresh juice programs into establishments only concerned with the bottom line.
Throughout 15 years in the hospitality industry, I have dabbled in other careers such as education and even worked as a paramedic for a few years.
In 2011, when interest in mixology and crafted cocktails began taking hold in Miami, I helped open and consult on some of Miami’s most influential programs before taking a job as a key account manager for Premier Beverage.
When Premier merged with another distributor and became Breakthru Beverage, I was promoted to the Beverage Program Specialist position with an emphasis on mixology. In this role, I consult on everything from mom and pop bars and restaurants to the largest theme parks in the world.
Above everything else, I have preached fun and hospitality. Dance, sing and have fun and you will always have a fun bar. If you can make a great cocktail, that’s just a bonus.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The hardest part about the hospitality industry is essentially having to become a different person and make new friends. Out of college, my roster of friends was pretty set. Once I started bartending, my hours changed. Long nights, working holidays, missing family events, it forces you to make a new roster of friends with similar schedules.
Relationships are the most difficult. Dating a “daywalker”, what we call anyone with a Monday-Friday or 9-5 job is especially difficult when they want to go out on weekends but you have to work because that’s when you make the most money.
Taking a Friday and Saturday at one point would cost me at least $900 of planned income.
The other difficult thing about the hospitality industry is feeling trapped. You start to not value money as much because it’s not really a tangible thing. You spend cash much more than you would because you say “I’ll just pick up another shift and make it up.” But you don’t. you go out for drinks or fancy dinners. That coupled with not having insurance at most jobs, it’s easy to fall into the trap and bartend for a lot longer than originally planned.
I made a decision early on to not become dependent on liquor or drugs. I never wanted anyone to have a story about me that revolved around me drinking too much or being out of control. SO being around booze and drugs a lot, I made the decision early on to keep control as often as possible. I’ve seen way too many young bartenders lose control too often, and never recover.
So, as you know, we’re impressed with Breakthru Beverage – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
Breakthru Beverage is the third largest liquor distributor in the country. We are “one of the big guys”. What I’m most proud of is that most customers have positive things to say about my company, and are happy to work with us over our competitors because of our customer service. that doesn’t mean we are always perfect, but it is something to be proud of.
I am the beverage director for the company and help build cocktail menus and training plans for our customers. I help develop ways for those purchasing our products, to sell and market our products to make sure we aren’t just selling them stuff that is just going to sit on the shelf.
I’m known for my commitment to hospitality, and for saying I’d rather have great service and a mediocre cocktail, than bad service and a great cocktail. People hear about accounts and drinks and food and head out to visit because of that. But they return because of service.
I’m proudest of showing people that bartending should above all be fun. If you aren’t happy bartending, there are a lot worse jobs out there.
What’s great about my job is that I get to visit accounts around the country to see how my menu’s and training plans have impacted business.
This year, the featured cocktail at Universal’s Halloween Horror Nights is a cocktail I created called the “Blood Pit Lemonade”, a refreshing mix of New Amsterdam vodka, Finest Call Blood Orange mix, and Bols Peach Schnapps.
I also got to create cocktails for Disney and am currently working on a menu relaunch for various cruise ships.
The greatest thing about my company has also been the ability to see the world. Through winning competitions, I’ve been afforded the opportunity to visit Iceland, Mexico, Cuba, Nicaragua and many other places. I’ve made lifelong friendships based on hospitality. That is truly invaluable.
What is “success” or “successful” for you?
I define success as seeing other succeed. I always leave the bars and restaurants I visit with my contact info for the managers and bartenders to reach out to me, or tag me on social media to show me either the cocktails I made for them or new cocktails they are making themselves using the knowledge I showed them.
I tell veteran seasonsed bartenders that mixology is not a bad word. It just means taking pride in your work.
When I get to visit young bartenders and ignite their passion to try new things, enter cocktail competitions, or venture out of their comfort zones, that is when I know I’ve been successful.
Contact Info:
- Address: 500 East Broward Boulevard
- Website: Breakthru Beverage
- Phone: 954.436.9200
- Instagram: alex.alfonso1
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