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Nora Furst - Partner at West Beverage Consulting

Photo for: Nora Furst - Partner at West Beverage Consulting

22/12/2021 Hear from Nora Furst as she talks about the lockdown and what she expects when the on-trade sector fully re-opens.

Tell us about yourself and how you got into the drinks and bar scene?

I grew up in Seattle, in a restaurant family, so essentially I got into bartending by way of the restaurant industry. I started out washing dishes at age 15 at a pizza joint and have moved into various positions in the hospitality industry since. I started bartending in my early 20's and really found my home in making drinks.  

What are your current role and your main responsibilities?

Currently, I am a partner in a new bar in San Francisco - Buddy, I have a beverage consulting company with some lovely folks (West Beverage Consulting) and I am working on a canned spritz line (Furst Beverage).

What do you think are the most important skills you need to be successful working in your role?

The ability to wear many hats is perhaps the obvious one. Beyond that, a deep sense of motivation and passion for what we do, a belief in the integrity and artistry of drinks and hospitality, and a yearning to give back to and support our communities. 

How have you found the last year in lockdown and what sort of things have you been doing to keep on top of your skills and knowledge?

My heart has been broken many times over, to see my industry struggle so hard. To see so many places close their doors for good and to see owners and managers have to restructure their businesses over and over, only to throw in the towel in the end. 

This business is hard. The margins are so narrow they're nearly invisible, and to succeed requires resilience, incredible work ethic, and a hefty dose of luck - and this was true before the global pandemic hit. This last year tested all of us, and it certainly didn't spare us bar and restaurant folks who essentially survive on human interaction. 

What did you do when you were not able to work? 

During quarantine, to keep on top of my skills I basically rested for the first three months and slept. A lot. Regeneration is a crucial part of creativity and performance. Before shut down, I had been working three bartending jobs and doing consulting and I was exhausted. Once I emerged from hibernation, I joined boozy book clubs, cooked a lot, hosted virtual open mics, moved to Portland, and started three businesses. 

What are you expecting when the on-trade does re-open in terms of how customers will respond?

I think folks will be stoked, and we are already seeing it. Once we can safely gather again, I not only believe our industry will come back in a full swing renaissance, I am betting my entire life savings on it.

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Why did you want to be involved in the Bartender Spirits Awards?

I'm always eager to taste new and delicious liquids and to be amongst my peers for whom I have so much love and respect. 

What is it about the awards that make it stand out from other competitions?

That it is judged exclusively by bartenders, and bartenders have a much more intimate relationship with a wider swath of spirits than anyone else in the drinks world. Fight me on that. 

What sort of demand do you think there will be when the on-premise sector does fully re-open and what sort of drinks, spirits and cocktails are going to be most in demand?

I think folks will want well-crafted, quality drinks. I think we will simply sink into the joy of sitting at a bar and having a professional make us a balanced Manhattan that we neither have to stir, nor pour, nor wash the glass once we have finished.


Act now for Early Bird Deadline

Anyone entering their products and brands by January 31, 2022, can take advantage of the early bird offer. See below for pricing rates and the key dates for this year’s competition. To enter your spirits click HERE

* Early Bird Pricing - $120 per spirit ends January 31, 2022)
* Regular Pricing - $160 per spirit (February 1, 2022, to April 20, 2022)

Quantity Discount Available:

- 3 to 9 entries: 10% discount
- 10 to 14 entries: 15% discount
- 15 or more entries: 20% discount

* Warehouse Closes: April 24, 2022
* Judging Day: May 15, 2022
* Winners Announced: May 31, 2022

A unique opportunity to present your spirits to America's top Bartenders. Final submission deadline is April 24, 2024. Enter Now.