We are pleased to present Jason Deatherage, the head bartender at The Gwen Hotel and a 2024 Bartender Spirits Awards' Judge. His background in sales for ten years led him in the mixology field. Jason's enthusiasm for creating outstanding cocktails can be seen in every pour. He has an impressive 10 years of experience as a bartender, five of which were spent in the flagship position.

Jason's approach to bartending is a combination of persistence, attention to detail, and a strong ability to perform well under pressure, which he draws from his sales expertise. His search for more creativity and meaningful contacts with customers led him to switch from sales to bartending, and it has certainly paid off as he has developed his skill over time.

Jason has been carefully creating and executing an improved cocktail menu for the past seven years, pushing the boundaries with creative methods like kegging, fat washing, infusions, and explanations. In addition to impressing customers with his masterfully mixed drinks at The Gwen Hotel, Jason takes great pleasure in training and coaching aspiring bartenders to ensure they maintain the highest level of service. Beyond the bar, he is known for his patience, kindness, and respect for both guests and coworkers. His leadership goes beyond the bar.

Check out the interview with Jason below to find out more about his background and observations regarding the bartending industry.

Where do you work?

The Gwen Hotel

Tell us something about yourself.

I used to be in sales for 10 years and switched to bartending. 10 years ago. I am a very easygoing patient person who enjoys grooming new bartenders. Teaching them the proper way to do things. I can work very well under pressure. Especially when it comes to creating cocktails under a time crunch. I would probably do well on a competition show. Lol.

What inspired you to get into bartending?

I used to be in sales for many years and I wanted to be in a profession where people wanted to talk to me and I was able to use my creativity more.

What are some of the most important skills for a bartender to have?

Patience, Organization, Ability to work under pressure, communication.

What do you look for when you plan to buy spirits for your bar?

When I'm gathering spirits for the bar I like to have stuff that people recognize when they order without looking at the menu. Jack, Bacardi, Titos, etc.  There are a lot of people that are brand loyal and I want to make sure that I can provide them with what they are looking for. I also look for similar products that I can get people to try that they may not know of but are like their favorites like Uncle Nearest instead of George Dickel Tennessee Mash instead of Jack. Then when I'm putting together spirits for cocktails I like to use local stuff or stuff that is under the radar.

What cocktails and drinks trends do you see in 2024?

The Espresso Martini will still be a big thing. Non-alcoholic cocktails will continue to make an even bigger rise in 2024.

What's the best part of your job?

The interactions with guests. Especially when they know you are the one who created the drink they are enjoying.

What are your favorite TV shows right now? Or your favorite movie?

Reacher, The Mandalorian, The Boys.

If you had to pick one spirit as your personal best which would it be and why?

Bourbon is probably my favorite spirit to use. It is very versatile and tasty.

How are you marketing your bar to drive foot traffic?

We have a PR Marketing department for the hotel. They do all of that.

[[relatedPurchasesItems-31]]

Any tips for bartenders on how to upsell or cross-sell?

Start with what they know and go from there. If someone orders a Jack on the Rocks I would ask them if they have ever tried Uncle Nearest Single Barrel. Or even offer them something local. Most people want to try products from that city or state when visiting. Offer an interesting backstory to the product you are upselling.

Tips for brands looking to pitch to bars? What should they cover in their pitch? What you do not need to know? Give us the best elevator pitch brands can do for you.

I find that having a cool backstory helps build interest. Something about the company that is selling the product. There are so many good products out there. When I'm buying from a brand that I do not know of course taste is important but what that company represents is equally as important

Define a good Bartender according to you.

In my opinion, bartenders need to be good leaders. Even if you are not a bar manager. Other employees like servers and barbacks look to bartenders for help and leadership. A good bartender is someone patient and kind to guests, knows the products they are serving, can work well under pressure, is clean and organized, and treats co-workers with respect.

What's an ideal bar drinks menu? what should it include, and what profit metric should it try and achieve?

I think it should include a mix of cocktails from that establishment that have been successful there, new cocktails for the season, a list if some classic cocktails that people can be exposed to, and a non-alcoholic section. The standard profit margin is 80 percent profit. If it was a nicer establishment it would be higher.