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MY JOURNEY

From part-time pub shifts to slinging cocktails

 

Growing up in the heart of Speyside, it’s hardly surprising that I have ended up working in whisky.  I visited my first distillery when I was about seven or eight, and I still vividly remember the intense malty alcoholic porridge and CO2 sucker punch to the nostrils when I fully put my head inside the washback.   I tried to get my nose properly into whisky in my late teenage years with a very unfavourable impression on my olfactic memory, but I’ll come back to that later. 

 

When I hit eighteen years old, after finishing up at school in my home town of Forres, my sister landed me a job working in one of our local pubs, The Red Lion (or Beastie as it is still known to this day.)  My most prominent memory from those days, is learning how ‘not’ to prepare someone’s single malt, learning how to stack one hundred pint glasses in one hand, and my first foray into mixology.

 

The legendary ‘Vodka Fraus’ was born on a busy Friday night; a double shot of Smirnoff vodka, with equal parts lime and blackcurrant cordial, and about 25ml of lemonade, and maybe one half-melted cube of ice, served in a warm tumbler fresh out of the glass washer.

 

The year was 1999, and I had just inadvertently and unknowingly set foot down a path that would take me round the world and back, and round the world again, and back via a few pit stops. 

 

After moving to Aberdeen a few years later to study IT, I found myself working part-time in a local student pub called the Bobbin,

which was part of the Yellow Card/Scream pub chain if anyone reading this is vintage enough to remember those bargain outlets. 

Part-time shifts very swiftly became full time shifts, and university became a masterclass in socialising and crowd management whilst serving inebriated rugby players and students. (Though I did carve out a degree in English & Film studies eventually.)

 

After a few more years of working my way around Aberdeen, stints in now closed venues such as Tiger Tiger & Beluga, I found myself in Edinburgh in 2006, having done a summer there a few years earlier working in a restaurant & cocktail bar called Hurricane, and feeling a need to return to the mighty Auld Reekie. 

 

The cocktail resurgence was in full flow, and I jumped in head first working at Candy Bar on George St, this time actually learning how to make cocktails that didn't require sour mix.  Stirring down Old Fashioned’s, mixing Mojitos and shaking up French Martinis, whilst getting multiple laybacks of Bacardi Oro on a Friday night from general manager & crowd pleaser, Colin Church.  My first foray into teaching cocktail classes involved large gaggles of inebriated hens parties, which helped develop an incredible reservoir of patience in my psyche.

 

The community and camaraderie of the Edinburgh bar scene in the 2000’s was more than palpable, intoxicating and inclusive, and anyone from that era will know exactly what I am talking about, including Garibaldis on a Sunday night.  After a landing a few bar manager positions around town and getting stuck into a few cocktail competitions, a sea change was soon on the horizon.

 

A short trip down under...

 

I landed in Sydney in 2008, the year of the financial crisis, with no job or accommodation lined up, a dilemma which would subconsciously plant a seed for a fairly big project further down the road.  After a few months working at the newly opened Kit & Kaboodle cocktail lounge in Kings Cross, I packed my bags for Melbourne, a thriving, graffiti laced, coffee infused, alley way culture driven city that I absolutely fell in love with. 

 

What was supposed to be one year in Australia turned into five, as I dug my heels into the Melbourne bar scene, which was very similar to Edinburgh in terms of the closeness of the cocktail bar community.  It was actually in Australia believe it or not, that I found my deep love for whisky.  I used to go down to a whisky bar called Chez Regine (now Whisky & Alement) with my best pal, Struan Ralph, after we knocked off at Tony Starr's Kitten Club, and we'd get stuck into delicious Aussie whiskies such as Overeem, Lark and Starward. 

 

My go to knock off half & half after shift however, was usually a Lagavulin 16 year old with a Stone & Wood Pacific Ale from Byron Bay.  The smell of Scottish whisky had finally come to remind me of home, instead of the enduring memory of hugging the toilet when I was...younger.

 

After landing a bar manager gig at the relatively unknown cocktail bar called The Alchemist in 2011, I could feel for the first time a chance and the challenge to really shape a venue and take a lead with it.  The owners were not from the hospo industry, so I think they were happy for me to just crack on and make the bar a success.

Diageo World Class
Australia Finals 2011

The Alchemist cocktail menu
(circa 2012)

However, it seemed that there was a severe drought of well trained bartenders in Melbourne at this time, so at around 2am on a Sunday morning, I created a Facebook group called ‘The Melbourne Bartender Exchange’, and added everyone I knew from the local bar scene to the page. 

After a few months of debates around the price of limes, how not to garnish an Old Fashioned, and countless bartender memes, the group started growing in size exponentially, with word getting out that you could use this group to find bar jobs and accommodation. (Especially handy for those landing from overseas….)

 

Meanwhile, after pulling together the perfect bar team at The Alchemist (Hannah Keirl, Piotr Kuzmicki, Joel Persson…) and honing the cocktail and food offerings along with the music and atmosphere, we were awarded Timeout Magazines People’s Choice for best bar in Melbourne. The team in turn were all getting their names out there individually, becoming Diageo World Class finalists and doing the national cocktail comp circuit. 

 

From 200 members to 150,000

 

The Melbourne Bartender Exchange (MBE) was growing even bigger, and so I asked Hannah to co-admin the group, and we then started wondering how other cities around the world could benefit from having a ‘Bartender Exchange’ group.

 

In 2012, we launched the Global Bartender Exchange (GBE), starting off with a very modest 200 Facebook groups, one for every major city in the world. (I actually look back now and laugh at that decision.)  But with a centralised Facebook group, the ball was rolling and the GBE was growing arms and legs and running down the hill while we tried to catch it.

 

Managing a network of online bartender groups with 150,000 members whilst managing a cocktail bar full time, whilst trying (and failing) to get a sponsorship visa to stay in the country, is the reason why I have so many grey hairs today.  And as such, I found myself suddenly departing my life in Aus for the journey back to the UK, via a small stop gap in Barcelona for three years...

The GBE app V2.0 

Spain, epic failures and rediscovering childhood passions

 

Hannah and I decided that we were going to build a website/app for the GBE, and after a failed crowdfunder to raise the $20,000 required for the app development and running costs, we ploughed a significant investment of our savings into the development of the software.  So, once settled into Barcelona, I started teaching myself graphic design to save money on our website development. 

 

Whilst working in a local cocktail bar (Betty Fords) I began spending more and more time doing design work, entering logo design competitions, doing posters, menus, and suddenly remembering that all I used to do as a kid was draw and paint.

 

In the end, we had to pull the GBE app down due to running costs being significantly higher than any revenue we managed to generate.  But the biggest failures can also become the biggest stepping stones…

 

The whisky journey begins

 

In 2016, I was contacted by Jacob Briars from Bacardi (known to many as ‘The Vodka Professor’ from his 42 Below Days), asking if I would be interested in travelling the world and talking about Dewar’s blended Scotch whisky for Bacardi Global Brands. Naturally, it took all of about three seconds to devise my response.  

 

And so in May that year, after a few interviews, I packed my bags and re-located to London, where the Bacardi Global Offices were based.  My induction into the world of global whisky advocacy, was a non stop six week tour of Latin America, talking about Dewar’s to bartenders, consumers, and media from Colombia, Mexico, Puerto Rico, the Dominican Republic, Bermuda and other various Caribbean islands.

 

Unfortunately for me, my boss at Bacardi had told all of the teams there that I was fluent in Spanish from my stint in Barcelona, but they soon found out that I wasn’t.  Bizarrely it took my leaving Spain for my Spanish to improve dramatically, and a few years later while in Argentina being hosted by the legendary Miguel Ángel Reigosa, I delivered my first full whisky tasting in (a very loose version of) Spanish.

Dewar's days

During this time, I discovered from John Dewar & Sons amazing archivist, Jacqui Sargeant, that the flamboyant marketing genius, Tommy Dewar, had actually pioneered and trademarked the ‘Highball’ in 1892.  This presented a very obvious and clear road map for creating the Dewar’s global drinks strategy, for which I was now charged with. 

 

Spending time in different markets and understanding how consumers were drinking their whisky, was definitely a highlight, and inspired a few ideas for a few Dewar's highballs and cocktails.  Watching a bartender from Puerto Rico chopping into a coconut with a machete and then pouring a huge measure of whisky and ice into it, definitely sticks in your mind.  

 

When I was initially hired to be the global ambassador for Dewar’s, I actually remember someone saying to me “great job, shite whisky!” Ultimately, what that opinion generally equated to was the fact that Dewar’s wasn't rated very highly by bartenders and whisky drinkers, which was the perfect fuel for me to want to reframe some opinions. 

 

Over the next few years, our global team, including; Zeenah Vilcassim, Kara Anderson, Chris Moffat & Ned Paterson, began working with the incredible Stephanie MacLeod (now six years in a row 'Master Blender of the Year') to develop the four stage aged Double Double series. The 32 year old which is finished in PX casks, is still one of the best whiskies I’ve ever tried, and went on to win the award for Whisky of the Year at the IWC in 2020. 

 

We also had a lot of fun launching the Eight Year Old Cask Finish series, with a very memorable launch event for the Caribbean Rum cask finish in New York, with an after party at Katana Kitten that I wish I could remember more of.  One day I'll maybe write a book with all the stories from that time, but watching my doppel-ganger piñata in Mexico getting hit with sticks by a group of bartenders and drinking whisky out of it's papier-mâché leg afterwards, definitely stands out. 

 

But the high flying, living at airports, and expensed nights out lifestyle couldn't last forever... 

Locked down in London

 

When lockdown hit, I found it very frustrating to watch bars in the UK getting scapegoated by the government for the spread of Covid, and being encumbered with a 10pm curfew.  As such, I launched an initiative (pretty much overnight) called Work From Bars, which was effectively a map of all the bars in the UK that you could work from during the day and get lunch, coffee and have your meetings.  A phone call from The Guardian the week after made me realise the idea had caught on pretty fast.

 

After just about surviving lockdown in my one bed flat in Highbury & Islington, I decided to hang up the Dewar’s hat and finally head back home to Scotland in 2021.

Thirteen years later and headed back to the Motherland…

 

Taking with me over two decades of bartending, entrepreneurism, whisky advocacy and other endeavours, I am now happily working with many amazing clients from both the UK and overseas, to help them with their businesses, brand and projects.

 

The one thing I have realised in the last few years of being self-employed, is that about 90% of your work opportunities will come from people you already know and have worked with in the past, even if only briefly.  One of the highlights was going out to Puerto Rico last year to help my friend Jose realise his dream of opening his own cocktail bar and speakeasy. 

 

However, having had to take a former friend to court in 2024 for unpaid invoices, the journey has not been without its downs as well as ups.  So, if you’re just starting out on the freelance journey, feel free to reach out if you need any advice.

 

The biggest project so far since moving back has been launching Whisky Talks LTD, with my partner-in-drams, Mitch Bechard, in 2024 after working with him and his partner Jo on their whisky experience business; CopperCairn.  There’s no escaping the fact that I really enjoy bringing people together with some whisky and cocktails in the mix.  

 

So from Speyside, around the world a few times and back again, thanks for reading this far, and cheers to all of you who have been part of this whisky & cocktail laced adventure to date.   

 

Whether you need a whisky specialist, a drinks strategist, or a consultant for your brand or business, or just someone to make a few whisky highballs....I hope to hear from you soon, and maybe together we can add a few stories to your journey too. 

 

Cheers,

 

Fraser.

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