Today we’d like to introduce you to Walter Easterbrook.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I was a bartender in NYC and my guests were starting to ask about different types of tequila. “What is reposado & what is Anejo” This was 9 years ago. I knew the interest in the tequila category was on the rise and I wanted to make sure that it was talked about in the right way from the experts that make it. I created Arte Agave to showcase the agave spirits + the artists, chefs and musicians that surround the art of making tequila & mezcal. We had been doing this event in NYC for the last 9 years and I wanted to expand what we were doing to different cities. I had a trip to Atlanta and I noticed a lot of interest in the agave category like I noticed years back in NYC. The bartenders were excited about it and the guests were curious on the different styles and brands on the back bar shelves. I thought Atlanta would be perfect for the next Arte Agave event.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
When we first started doing agave events, it was really hard to sell tickets. Most people were still used to the tequila/lime/salt shot parties and what we were doing was something completely different. Most brands were still relatively young + we were a new company and the brands didn’t fully understand what we were trying to do. We didn’t make any money for our first couple of years. The feedback from both our brand partners & guests was amazing, so we knew we had something. We just kept with our concept of celebrating the Art of Agave making and not “throwing a party” and year after year as the category grew, so did our event.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
We are an organization of bartenders, servers and managers. A collective of hospitality professionals. We create meaningful experiences. We have a Whiskey festival, our Arte Agave festival + we work with alcohol brands and represent them for any and all marketing needs.
There are 2 styles of events. 1. The buttoned up whiskey events that are a little boring as all you do is walk around a ballroom and taste. The other event is the “all you can drink” festivals that are a low ticket price, way too many people and nobody is getting educated. These events are usually fun, however, there isn’t much value for brands. We are a hybrid of both education for guests that is valuable for brands, we also integrate layers of fun throughout the event, that doesn’t take away from the educational part.
We are bartenders that created something out of nothing. We saw a need and a different way to do something and we got together and did it. We are not a marketing firm that set out to make money, we are hospitality pros that set out to create a space that is welcoming, educational and fun. I believe this is true at every event we do.
What do you want our readers to know about your brand, offerings, services, etc?
Bowery Collective highlights Whiskey and agave brands through meaningful experiences. We have 4 Agave events nationwide + 3 whiskey festivals. We also have several clients that we do in-store tastings for + we consult with brands large and small to help them navigate the world of consumer buying.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
You will continue to see the agave category grow. There is an agave shortage in Mexico, however, the demand is still there. You will start to see other countries ( like Austalia) make agave based alcohol. Think Prosecco. You can’t call it champagne because it isn’t made in that region, however it’s still a sparkling white.
American whiskey ( bourbon) will pass vodka as the #1 selling spirit in the USA. Kentucky filled more barrels of bourbon than any other year over the last 2 years. This is a sign that the whiskey consumption will continue.
Another category of American whiskey is on the rise and that is malt. Just like Rye whiskey has sprung up over the last 7/8 years and has become popular, the malt category will do the same.
Contact Info:
- Email: walt@bowerycollective.com
- Website: http://bowerycollective.com
- Instagram: https://www.instagram.com/arteagave/
- Facebook: https://www.facebook.com/BoweryCollective
- Youtube: https://www.youtube.com/channel/UCH-5iUowJPF68MeaPNvQKaw
Image Credits
Raymond Hamlin Photography
