Jeff Morgenthaler: Cocktails, Calculators & Cutting the BS

Jeff’s journey from architecture student to world-renowned bartender and author

How the cocktail landscape has shifted over three decades

Why small cities can outperform major cocktail hubs with the right approach

The myth of “cool” cocktails — and why the most popular drinks shouldn’t be ignored

The story behind The Bar Book and why it’s still one of the most recommended in the game

Jeff’s thoughts on RTDs, gin overload, and emerging spirits trends

The rise of bartender burnout — and why hospitality starts with taking care of yourself

Game-changing tools: batching, syrup ratios, and consistency tips from the trenches

The difference between service and hospitality — and how to hire people who “get it”

How to build drink menus that actually work — for your team and your guests