July 21, 2026

Jeff Bell & Richard Betts at Please Don't Tell | Standing Table

26 minutes

Today we’re in the East Village, having cocktails at Please Don’t Tell - one of the most iconic cocktail bars in New York City.

PDT is currently run by award-winning bartender Jeff Bell. Jeff started as a bar back in 2010, and now he owns the place. How about that?

He joins us alongside Richard Betts. There are fewer than 300 Master Sommeliers in the entire world, and Richard was one of them. He’s also built some of the most distinctive brands in the industry, including Sombra Mezcal, Astral Tequila, and most recently Tequila Komos.

We discuss the business of restaurants and hospitality, building a luxury tequila band, and trends in how alcohol is being consumed.

Timecodes

00:00 Why Premium Brands Are Winning

00:50 Standing Table Opening

01:30 Inside PDT: New York's Iconic Speakeasy

02:47 Meet Jeff Bell & Richard Betts

03:35 How PDT Became a Global Cocktail Destination

05:29 Becoming a Master Sommelier

08:03 The Business of Restaurants & Hospitality

10:59 Building a Luxury Tequila Brand

14:04 Are Younger People Drinking Less?

16:03 The Secret to Building Authentic Brands

19:27 Social Media, Hospitality & Customer Experience

24:16 Advice for Future Entrepreneurs

25:38 Closing Thoughts

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