A little while ago, I was fortunate enough (thanks to my loving wife for letting me go on outings during weekend family time) to attend the preview event for the latest development in Seattle’s cocktail culture: Swig Well.
See, I was a Boy Scout, an Eagle Scout in fact, and one of the things we were taught to do is help people. So whenever I see those bartender classes pop up on Groupon, I take to Twitter and warn people to not buy them. Shocking, I know, but you will not learn how to make quality drinks if you take those classes. If you like drinking crap, go for it. There were few opportunities to learn proper technique and drink making in Seattle before Swig Well. Your best bet was to watch the Small Screen Network (which is how I got my start.)
When I heard about Swig Well I wanted to find out more. I wanted to find out if this was the program I could recommend to anybody looking for some quality cocktail education. After attending the preview event, I’m happy to say that Swig Well is now the go to cocktail education program in the Puget Sound.
What Is It?
Swig Well is the result of a friendship between Anu Apte and Hallie McGee. Hallie runs the operations side and Anu programs and instructs. I think they have all the necessary skills to develop Swig Well into the concept they want it to be.
I think that is important to note. The plans Anu and Hallie have for Swig Well are grand. Initially, most classes will take place at Rob Roy. Classes will be small; 11 at the bar and maybe a few people at the tables near the bar. Local cocktail experts will lead classes along with Anu. Paul Clarke has already taught a class. Rocky Yeh will hopefully be teaching some. They’ve already covered topics like Halloween cocktails, holiday cocktails, and apple brandy.
Most classes will run $75, but some will probably be cheaper if they are sponsored by a spirit company, and some may be more expensive depending on the content of the class. You’ll get three main things for your cash: delicious cocktails, top notch instruction, and the experience of making your own drinks. I’m not sure if you’ll be making drinks in every class, but Anu wants to make sure people seated at the bar have the opportunity to learn how to mix the drinks. Of course you’ll have time to talk with the instructor and other classmates after the structured class has ended. (You’ll really feel like you’re in the industry when you find yourself in a bar at noon making drinks.)
One Cocktail Education Program to Rule Them All
From my perspective (which is that of a cocktail and spirit enthusiast), Swig Well will be extremely successful if they nail a few key areas of this business endeavor.
Quality of Education – I have no doubt that they will absolutely nail this. Anu knows her stuff and she is connected to other people who know their stuff. This is in the bag.
Price – Anu said that at $75 a class, it is enough for their time and supplies for the class and to pay the instructor. Even with that, I think this is on the high side. If they’re selling out all of their classes at $75 per person, then they priced it right. And I know they are doing what they can to offer cheaper classes too. I’d love to see them offer a package deal, where I prepay $150 for three classes or something like that. One hundred and fifty dollars for my wife and I to take a class together just seems a little high.
Another tactic to address the price is to make it very clear who the class is for. If it is a class is on an advanced subject like applying chemistry to cocktails, make sure that you clearly define what content is going to be covered. The more I know about a class, the more comfortable I am with paying a higher price. I wouldn’t be very happy if I paid to take a class about technique and it spent considerable time on basic stirring. From what I have seen, they are doing a good job of outlining the classes and making sure people know what they are getting into.
Community – I’d love to see them expand this program beyond the walls of Rob Roy (and they said they are considering it). Anu and Hallie are smart to build a base and a reputation from that base, but this kind of program screams road trip. I’d love to see my local bar, 1022 South, do a Swig Well class. I think other bars and bartenders have a lot to offer this program. This also will help to build the Swig Well brand and expose it to different communities. I don’t think they want the same cocktail peeps to show up to every class. The cocktail community is strong in Seattle and I think they can really use this to their advantage.
What Lies Ahead
Anu and Hallie have ambitious ideas. Branded/recommended Swig Well barware (which is a great idea), classes ranging from seasonal cocktails to batching cocktails to home bar building, and big name instructors are just some of them.
They are two smart ladies who are bringing quality, structured drinking education to Seattle, branding it, and making it fun.
P.S. I’m really glad you didn’t name it Drink Well because that is the name of a water dish for pets.
P.P. S. Thanks for the best Ramos Gin Fizz I’ve ever had.