Ep. 2488 Juliana Colangelo interviews Jonathan Pogash of The Cocktail Guru Inc | Masterclass US Wine Market
Masterclass US Wine Market
Episode Summary
<think> I need to analyze the provided text, which is a transcript of a podcast episode where Juliana Colangelo interviews Jonathan Pogash, a mixologist and founder of "The Cocktail Guru Inc." The task is to create a concise content analysis with specific sections: Key Themes, Summary, Key Takeaways, Notable Quotes, and Follow-up Questions. Let me first understand the main content of the podcast: The podcast focuses on how Italian wines and spirits are playing a significant role in cocktail culture in the US market. Jonathan Pogash, an internationally renowned mixologist, shares his insights on: 1. How Italian wines and spirits offer versatile flavor palettes for both traditional and innovative cocktails 2. Why aperitivo culture and spritz culture have become so popular in the US 3. How regional Italian products (both wines and spirits) can fit into modern cocktail programs Key points discussed: - Pogash's background in the industry, starting at the Russian Tea Room where he was first exposed to Italian wines like Prosecco - The evolution of Italian wines in cocktail programs from his early days to now - The rise of spritz culture in the US (Aperol Spritz, etc.) - How Italian wines and spirits can be used in lower-alcohol cocktails - Specific examples of cocktails he's created using Italian products (Italian margarita, Lambrusco New York sour variation, etc.) - The importance of education for bartenders about Italian wines - The trend toward lower-alcohol cocktails and how Italian products fit into this trend - The future of Italian wine and spirits in cocktail culture Now, let me analyze this in relation to the search results provided, which contain information about wine and cocktail trends for 2025: From search result [1], I see that there's a trend toward lighter-bodied, lower alcohol wines in 2025, driven by changing tastes and UK tax incentives. This aligns with what Pogash discusses about lower-alcohol cocktails. From search result [2], I see mentions of "Native grape renaissance," "Low-intervention wines," "Chillable reds," and "Orange wines" as Italian wine trends for 2025. From search result [3], there's information about summer 2025 wine trends focusing on Italian whites and sparkling wines, with an emphasis on "lightness and affordability." From search result [4], there's information about cocktail trends for 2025 including "signature drinks with unconventional spirits," "immersive experiences," and "low-alcohol trends." From search result [5], there's information about "lower alcohol wines" being a major trend for 2025, with the UK implementing a new tax system based on ABV. From search result [6], there's data showing growth in bitters/spirit aperitifs and liqueurs, with Prosecco continuing to drive the sparkling wine market in the US. From search result [7], there are cocktail trends for 2025 including "sound idea" (music and drinks combination) and other innovations. Now I'll create the content analysis following the specified format: **Content Analysis** **Key Themes (max 5 points)** I need to identify the 5 most important themes from the podcast that align with the 2025 trends mentioned in the search results. 1. The rise of lower-alcohol cocktails using Italian wines and spirits - This is a major theme in the podcast where Pogash discusses how Italian products like Prosecco, Aperol, and Lambrusco can be used as base ingredients to create lower-ABV cocktails. This aligns with search results [1], [3], [4], [5], and [6] which all mention lower-alcohol trends. 2. Aperitivo and spritz culture gaining popularity in the US - Pogash discusses how spritz culture has exploded in the US, moving from near-obscurity when he started in 2001 to becoming mainstream. This aligns with search result [6] which shows growth in bitters/spirit aperitifs. 3. Education of bartenders about Italian wine regions and products - Pogash emphasizes the importance of educating bartenders about Italian wines, their classifications (DOC, DOCG, IGT), and how they can be used in cocktails. This is a recurring theme throughout the interview. 4. Versatility of Italian wines and spirits in cocktail creation - Pogash provides multiple examples of how Italian products can be used in innovative ways, from Lambrusco in New York sours to Italian margaritas using limoncello. 5. The role of Italian regional products in creating authentic cocktail experiences - Pogash discusses how specific regional Italian products can add authenticity and unique flavor profiles to cocktails, connecting consumers to Italian culture. **Summary (max 200 words)** I need to write a brief summary of the podcast content, connecting it to the 2025 trends. **Key Takeaways (max 6 points)** I need to identify 6 key actionable insights from the podcast. **Notable Quotes (max 3)** I need to select 3 impactful quotes from the podcast. **Follow-up Questions (max 3)** I need to formulate 3 thoughtful follow-up questions that could deepen the discussion. Let me now craft each section carefully, keeping within the word limits. </think> **Content Analysis** **Key Themes (max 5 points)** 1. Lower-alcohol cocktail revolution driven by Italian wines and spirits 2. Aperitivo and spritz culture's mainstream adoption in the US market 3. Bartender education as critical pathway for Italian wine integration 4. Versatile application of regional Italian products in cocktail innovation 5. Strategic alignment of Italian wine classifications with cocktail programming **Summary (max 200 words)** The podcast explores how Italian wines and spirits are transforming US cocktail culture, with mixologist Jonathan Pogash highlighting key trends aligning with 2025 market forecasts. Pogash details the dramatic rise of spritz culture from near-obscurity in 2001 to mainstream popularity, driven by social media, travel experiences, and the drink's visual appeal. He emphasizes how Italian products like Prosecco, Aperol, Lambrusco, and Amaro naturally facilitate lower-ABV cocktails—a trend confirmed by multiple 2025 industry reports showing consumer shift toward lighter options. Pogash advocates for strategic education of bartenders about Italian wine classifications (DOC/DOCG/IGT) to overcome intimidation barriers and enable authentic usage in cocktails. His practical examples—Italian margaritas with limoncello, Lambrusco New York sours, and Prosecco-based variations—demonstrate how regional Italian products can reduce waste while creating versatile, marketable offerings. The discussion reveals how Italian wine producers can strategically position products for dual use (by-the-glass wine service and cocktail ingredients), addressing industry challenges of space constraints and cost efficiency while capitalizing on the growing aperitivo movement that search data shows is expanding at 18-19% CAGR in the US market. **Key Takeaways (max 6 points)** - Italian wines (Prosecco, Lambrusco, Amarone) serve as ideal base ingredients for lower-ABV cocktails by reversing traditional spirit-to-wine ratios - Bartender education about Italian wine regions and classifications is essential for effective product integration and consumer storytelling - Spritz culture's US popularity stems from visual appeal, approachable bitterness, and post-pandemic desire for social, lower-alcohol experiences - Regional Italian products offer unique flavor profiles that can differentiate cocktail programs while connecting to authentic cultural experiences - Dual-purpose positioning (wine service + cocktail ingredient) addresses restaurant space constraints and reduces inventory waste - Non-alcoholic Italian amaros and wines represent emerging opportunities for zero-proof cocktail innovation **Notable Quotes (max 3)** - "The American palate generally despises bitterness, and yet they've embraced Aperol—it's really the look, the culture, the experience, all of it." - "I'm a huge proponent of low waste bar programs... having a handful of reds, a handful of whites, making sure Italy is in there... killing two birds with one stone." - "Education is the number one... educating the bartender because they're the gatekeepers. And then by educating the bartenders, you'll be able to educate your consumer." **Follow-up Questions (max 3)** 1. How can Italian wine producers specifically tailor their marketing to address the "intimidation barrier" bartenders face with DOC/DOCG classifications? 2. What regional Italian wine varieties beyond Prosecco and Lambrusco show the most potential for innovative cocktail applications in 2025? 3. How might Italian wine producers collaborate with cocktail educators to develop standardized training modules for US bartenders?
About This Episode
The speakers discuss the role of Italian wines and spirits in bringing forward contemporary designs and the importance of learning and educating new drinkers. They emphasize the need for balance and balancing recipe and food in cocktail programs, as well as the role of communication and social media in the Italian Brands' brand. They also discuss the rise of bricks and glass in the Italian Brands' brand and the importance of education for bartenders about wine and its impact on trends of lower alcohol cocktails and fashionable snacks. They also discuss their own experiences with learning and working in the Italian wine industry and their favorite travel hacks.
Transcript
Were joined by Jonathan Pogash, internationally renowned mixologist, educator, and founder of the cocktail guru. So our three key takeaways number one, how are Italian wines and spirits offering a versatile flavor palette for a traditional and innovative cock tells why a parativo culture and spritz culture is so popular today and how regional Italian products may be more niched products both in the wine and spirit side can fit into modern cocktail programs. Hello. Welcome to Master Class US wine market with me, your host, Juliana Colangelo. This show has been designed to demystify the US market for Italian wineries through interviews with experts in sales and distribution, social media, communications, and so much more. We'll will quiz each of our esteemed guests in every episode to solidify the lessons that we've learned from the episode. So sharpen your pencils, get out your notebooks, and join us this week to learn more about the US market. Hello, and welcome to Masterclass US wine markets on the Italian wine podcast. Today, we're joined by Jonathan Pogash, internationally renowned mixologist, educator, and founder of the cocktail guru. Jonathan is a leading voice in the cocktail world, known for consulting with top hospitality brands, creating award winning beverage programs, and sharing his expertise on the art and science of making. In today's episode, we're gonna explore how Italian wines and spirits are playing a starring role in cocktails today and what trends are shaping the next wave of Italian inspired mythology. Jonathan, welcome to the show. It's so great to have you here. It is so great to be here. Thank you so much, Juliana. Absolutely. I was just thinking we really haven't covered much on cocktail culture and cocktails. It is the Italian wine podcast after all, but it's such an integral part these days. So I'm really excited to dive into this topic with you. But before we get started, tell us a little bit about your background, how you became the cocktail guru. Yes. Well, I kind of grew up in the industry. My father has been in the wine business. That's how he started. So I was exposed to fine wines at an early age. And he was kind of one of the very first brand ambassadors of sorts, and he represented all of the wine producers of Al's ass. So that was in the seventies and eighties. And then in the nineties, he moved on to the spirits side working at Whiteennes USA as a as the director of communications. And as I was coming up, I had just finished college. My goal was to be an actor, so I moved to New York City after college to be an actor. And my dad introduced me to his good friend Gary Regan or Gaz Regan And so he became my mentor and taught me all about classic cocktails and how to kind of run your bar and set up your bar and it gave me enough confidence that when I moved to New York City, I, was urged by my dad to get a job in a bar. So my first gig was as a bar back at the Russia tea room. So immediately, I was kind of thrown into fine dining and introduced to fine wines and wine and spirits, cocktails and all of that. And then, you know, I was auditioning. I was you know, doing some things here and there in the entertainment industry, but, you know, the hospitality took over. And and I think, I was seeing that it was sort of coming easy to me, and and I was getting hired to just help bars and restaurants open up at that point, and then also to do events for brands, spirit brands. And so I created the cocktail guru in two thousand six as a little side hustle to the full time bar tending. And then it kind of grew from there, and I met my then fiance now wife, and we decided to live in New York City for a little while and then moved to southeastern, Massachusetts, and I expanded my business, the cocktail guru, to be nationwide. And and so now I do a lot of traveling. I have a team of people across the country that do, events for brands and consulting and development and bar and restaurant programs, that sort of thing. Very cool. So it seems like the acting maybe got pushed to the side, but I'm sure it still comes into play in your role today, Jonathan. I those skills don't go away as we can tell from your interview skills. Well, oh, thank you. Yes. And as you know, I do some TV, more, like, morning television cocktail segments, seven, eight, and eight in the morning. I'm mixing drinks for eager hosts So, yes, it does. It definitely comes into play and, you know, the improv. I took improv when I was in New York City, and so all of all of it combined definitely helps out. Absolutely. So Jonathan, it's we are a great background in hospitality and all the consulting work you've done. We're decided to learn a little more about cocktail culture today, but more specifically how are Italian wine and spirits both playing a role in the market. So our three key takeaways number one, how are Italian wines and spirits offering a versatile flavor palette for traditional and innovative cocktails, why a parativo culture and spritz culture is so popular today and how regional Italian products may be more niche products both in the wine and spirit side can fit into modern cocktail programs. For starters, let's talk a little bit about your own experience, so the Italian spirits when you started at the Russian tea room, tell us a little bit about your first exposure and experience working with Italian wine spirits in cocktail programs. Yeah. I would say it really started at the beginning at the Russian tea room. You know, we had a fairly innovative cocktail program, and we had all types of wines from around the world. Prosecco was probably my first introduction, key player in our sparkling wine in all the sparkling wine cocktails that we were doing there. And, I mean, it was, like, Keer Royales. That was really the the drink of choice. And so Those drinks were flying off the shelves. French seventy five, the classic sparkling wine cocktails, bellini. And, you know, we were using the classic peach bellini mix in a can from Harry's bar in Venice. And it and it was from Harry Chipriani, rather. And so it was quite an introduction for me. And, of course, sangrias were hot at that time. They still kind of are. And so those cocktails specifically were what introduce me not only to Italian wines, but just wine in cocktails in general because that was something that I had never thought of before, really, before starting work behind the bar. I just thought it was two sides, right, wine with food and cocktails. Not even cocktails with food at that point. So combining the two was quite innovative to me. Yeah. Absolutely. And beyond, you know, you mentioned Perseco and Sparkling, of course, in a lot of classic cocktails, and then maybe red wines and sangria, but would how have you seen the evolution of Italian wines paying a role in cocktail programs today from when you started off at the Russian TV room? What kind of wines that I guess we can also talk about vermouths and other Amari as well. How are they really playing a role in the modern half to a program? They really are playing quite a significant role. Of course, we mentioned the spritz culture is huge. I mean, you have spritzes being served all over the country. And, you know, I I was fortunate enough to take a trip to Italy several years ago and experienced the true, you know, aperitivo culture. And that is really coming into the forefront here in the states, as well as the other, you know, top spirits, top Italian spirits, the amaros, the aperitivos, limoncello, and moving on to the wine side, really trying to figure out what styles of Italian wines work best in specific cocktails. So, you know, for instance, prossecco has a wide range of dryness, a scale of dryness. So trying to pinpoint, you know, which prosseccos work best in what types of cocktails, but also red wines, Italian red wines, amorones, and Lambrusco. So I Amaroni typically has the higher alcohol content and can, you know, stand ups t
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