Episode #15 - Aaron Goldfarb, Freelance Writer for Esquire, the New York Times, PUNCH, VinePair, Whisky Advocate and more

In our 15th episode, we speak with Aaron Goldfarb, a novelist, author and journalist who frequently writes about the spirits industry and drinking culture for Esquire, the New York Times, PUNCH, VinePair, Whisky Advocate and many other top media outlets. ⁣⁣Aaron has written four novels, a short story collection, an essay collection and three books on the drinks industry. His two most recent books are “Hacking Whiskey” and “Gather Around Cocktails.” ⁣⁣In this episode, he breaks some exciting news about his upcoming new book.⁣⁣This year, Aaron won the “Best Cocktail & Spirits Writing” Spirited Award by the Tales of the Cocktail Foundation. ⁣ ⁣⁣⁣Tune in to hear this booze writer share his thoughts on:⁣⁣⁣⁣⁣⁣⁣⁣⁣⁣ ⁣⁣1) How he transitioned from being an aspiring filmmaker and novelist to covering the world of spirits, beer and drinks⁣⁣2) How writing for the New York Times and Esquire differs from publications with more of a trade audience⁣⁣3) Why his New York Times story on Cecil B. DeMille’s whiskey collection broke through to a mainstream audience, including non-drinkers⁣⁣4) Why it is a better strategy to build relationships with 10 to 20 key booze writers, rather than try to target thousands of them⁣⁣5) How he scours the Internet to uncover the geekiest beverage trends and translates them for general readers⁣⁣6) Why pitches to him should take into account his past stories and offer a customized angle⁣⁣7) Why follow-ups to pitches via multiple channels, e.g., email, DMs, cold calling, texting, etc., are not a good way to ingratiate oneself to him⁣⁣Aaron also answers a listener question from Iain McPherson of the acclaimed Panda & Sons and other Edinburgh, Scotland bars, who is curious to know what it will take to place Scotch whisky at the forefront of the cocktail repertoire.⁣ ⁣⁣Connect with Aaron on Instagram and Twitter at @aarongoldfarb. ⁣⁣ ⁣In this week’s “HLC Innovation Report,” we feature:⁣⁣ ⁣#1: What We Are Reading This Week - “On the Road with Flavor Forays: An Insider’s Tour of Four of America’s Hottest Food Cities: Austin, Charleston, Portland, New Orleans” by Barbara Mathias and Beverly Stephen. Check out @hlcbookmedia for the full interview on how Barbara, Beverly and Kindle Direct Publishing brought their book to life (https://bit.ly/35HdJVo).⁣ ⁣#2: Who We Are Honoring This Week - ⁣Cha McCoy, a global sommelier and wine authority who joined Cherry Bombe as Beverage Director and is the force behind Cherry Bombe Drinks (https://bit.ly/3nzDtcp).⁣⁣#3: What We Are Celebrating This Week - Double Chicken Please, a new bar on New York City’s Lower East Side by two alums of The World’s 50 Best Bars, GN Chan and Faye Chen, that serves complex, multilayered cocktails on tap. The duo explores the concept of “hacking design,” where cocktails and food are deconstructed, redefined and rebuilt in inventive ways (https://www.doublechickenplease.com/).⁣ ⁣#4: What Podcast We Are Listening to This Week - “Bartender at Large,” hosted by Erick Castro. He recently interviewed Mark Sansom of The World’s 50 Best Bars and the dynamic trio of Agostino Perrone, Giorgio Bargiani and Maura Milia of Connaught Bar in London, which took the #1 spot this year (https://apple.co/38VuX3l). ⁣⁣#5: Who Is Inspiring Us This Week - ⁣John deBary, Co-Founder of the Restaurant Workers’ Community Foundation, an advocacy and action nonprofit created by and for restaurant workers. John is working non-stop to help those in the industry impacted by the pandemic through its COVID-19 Relief Fund (https://www.restaurantworkerscf.org/).⁣ ⁣Follow “Hospitality Forward” Podcast hosts Hanna Lee at @hannaleeny and Michael Anstendig at @michaelanstendig on Instagram. For our agency, follow @hannaleepr and visit http://www.hannaleecommunications.com/. Hosted on Acast. See acast.com/privacy for more information.