In this episode Damian sits down with Lucas Assis, a passionate bartender, content creator, and educator known for his advocacy for transparency in agave spirits. Lucas shares his bartending journey, from his start in the industry to his rise as a trusted voice on social media, and his love for tequila and mezcal. This conversation dives deep into the agave industry, debunking myths, discussing the impact of celebrity brands, and emphasizing the cultural significance of agave spirits.

Key Topics Covered:

Lucas’ Path to the Bar World

• Early experiences in hospitality and bartending, from being a restaurant greeter to his first shift behind the bar.
• Working under mentors like Matt Biancanello and transitioning into the world of craft cocktails and agave spirits.

Pandemic Pivots and Social Media Influence

• Lucas’ transition to online content creation, including his successful cocktail-to-go venture and his rise on Instagram and TikTok.
• How creating cocktail content online fueled his mission to educate consumers on agave spirits and the importance of quality ingredients.

The Tequila Boom & Celebrity Brands

• Breaking down the impact of celebrity tequilas and the rise of additive-laden spirits that mislead consumer expectations.
• Lucas sheds light on how the lack of transparency in tequila regulation affects quality and offers guidance on how to spot authentic, additive-free tequila.

Demystifying Agave Spirits

• Key misconceptions about tequila and mezcal, including the true taste profiles, differences between brands, and terroir’s role in the agave world.
• Exploring the four categories of additives allowed in tequila and the need for clearer labeling standards for consumers.

Life Lessons from the Mexican Bartending Scene

• Lucas shares his admiration for the vibrant, unpretentious cocktail culture in Mexico, where creativity thrives despite limited resources.
• Lucas' favorite bar, El Gallo Altanero, and why it captures the heart of Mexican hospitality.

Key Takeaways:

• Transparency Matters: Lucas emphasizes the importance of knowing what’s in your bottle and recognizing the quality that comes from additive-free, traditionally crafted agave spirits.
• Enjoying Spirits Authentically: Why sipping tequila neat or in a well-balanced cocktail allows for a deeper appreciation of its rich complexity and heritage.
• The Power of Social Media: How creators like Lucas are bridging the gap for consumers by making high-quality cocktail knowledge more accessible.

Connect with Lucas Assis:

• Instagram
• TikTok

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