092 | Scaling a City Cocktail Culture Through Middle-Tier Bars | Francois Monti, Amargueria

In this episode, I talk to Francois Monti, a renowned Cocktail Writer. We discuss the global cocktail scene’s uneven growth, from advanced cities boasting cutting-edge bars to emerging markets grappling with minimal training. While high-profile venues attract headlines, Francois argues that second-division bars drive consumer adoption of cocktails. He highlights the shortage of skilled bartenders, many lacking foundational taste education (e.g., wine and food flavor insights), leading to haphazard quality. Instead of focusing on big consumer-awareness pushes, Francois advocates strong trade relationships, mentorship, and recognition of diverse bartender career paths—even if that means contentedly staying in a single role long-term. Local bar culture flourishes by ensuring bartenders can refine their palate and technique at multiple levels of the industry, eventually benefiting both consumers and spirits brands.Timestamps:00:00 Introduction and Welcome00:45 State of the Cocktail Industry03:36 Challenges in Cocktail Culture08:23 Training and Skill Development20:03 Mentorship and Industry Growth25:06 Conclusion and Farewell