Charlie McCarthy, founder of All About The Cocktail describes what it takes to make it as a mixologist and the great experiences that await you if you do make it to the top.

What's the business?

I run All About The Cocktail, a drinks consultancy specialising in cocktail menu creation, corporate events, spirit brand training and advocacy, and drinks styling for photoshoots.

A typical week might include researching and developing cocktail menus for venues, publications, or spirit brands; organising and managing event cocktail bars; sourcing specific styles of ice or clarifying ingredients for a photo shoot; hosting masterclasses; attending trade events and samplings; training bar staff & duty free staff across Europe.

I still try to find time, when possible, to do the occasional bar shift, as it helps me stay sharp and on top of the latest trends.

Every job poses new challenges, which is great as I like to be kept on my toes.

"Over the years some bartenders have allowed their ego to over-shadow the guest experience. My approach focuses entirely on giving the guest an enjoyable and memorable time."

How did you get into the drinks industry?

After training as an actor I fell under the influence of some dedicated cocktail professionals. I would say my apprenticeship lasted about seven years of working in cocktail bars and on events. I was then lucky enough to step into the role of UK brand ambassador for Hendrick’s Gin, which was a real whirlwind of creativity and fun.

In 2012 I set up All About The Cocktail, and it has been non-stop since, with events, training and consultancy taking me from London to Mexico, to Azerbaijan, and all points in between.

How is the health of the cocktail industry?

Rude health. Every year I think, ‘Surely this moment is the zenith of the cocktail scene’… and I continually stand corrected. The envelope keeps getting pushed in terms of flavours, textures and aesthetics.

Consumer tastes are evolving rapidly also. Which makes it particularly satisfying when I return to an old project, to see the bar team has spread its wings and taken my ideas in a whole new direction.

What are the essential skills of a great mixologist?

Palate, dedication, humility, generosity and an easy smile. Skills can be acquired. Adjusting a bad attitude isn’t so easy.

Over the years some bartenders have allowed their ego to over-shadow the guest experience. My approach focuses entirely on giving the guest an enjoyable and memorable time.

Cocktails are a journey through the senses most closely linked to emotion. Get it right and you can create a uniquely fulfilling experience. That’s what drives me.

All About The Cocktail means getting the taste and presentation of the drink spot on, but also remembering that it’s always about more than just the liquid contents of the glass.

Apart from making cocktails, what else does the business entail?

Oddly enough, multi-tasking has become the most important aspect of my job. When you have multiple clients with unique needs, clear communication, organisation and planning take up more time than the creative process itself.

Physically making the cocktails is just one part of a much bigger job

Operational expertise is especially crucial when it comes to the less glamourous aspects of running events – staffing, payroll, stock, logistics and so on.

The devil really is in the detail, so building a solid team and anticipating issues before they become problems are key skills. All the while, of course, making everything look effortless from front of house.

I also spend a lot of time delivering training for spirit brands throughout Europe, which I enjoy immensely, as it gives me a window to the sights sounds and smells of different cultures. Londoners easily lose sight of the world beyond the M25.

The meticulous precision required as a drink stylist for photographers offers an entirely different challenge, where the type and size of condensation beading on a glass can make or break a shot.

But it’s the research and creative end of brand and menu consultancy that I enjoy most. The esoteric nature of the challenges are often daunting, but always fun.

For example, matching classic guitars to collectable whiskies; designing a cocktail menu to reflect the works of iconic photographers or creating a venue concept where every cocktail must be aged.

It’s the thrill of finding a particular candied floral note in a single malt that leads towards a Turkish Delight inspired cocktail or researching the history of a region to encapsulate the local colours and flavours in liquid form.

What is your favourite cocktail to make/drink and why?

It changes so frequently that I have a long list depending on location, weather, time of day. In general I enjoy a cocktail that has a lot of personality. That could be anything from a barrel-aged Negroni to a Barmbrack Sour, to a Le Fizz, to an Old Cuban, or any number of variations on the Martini or the Manhattan.

My golden rule when designing or serving a drink: is this a cocktail I’d be delighted to drink myself?

What is your favourite event for cocktails?

I’ve worked on countless high profile celebrity events, which always throw up interesting stories, but professional discretion and NDAs forbid me from repeating anything!

From a consumer perspective, Cocktails In The City is a great offering, and London Cocktail Week is an annual highlight for me.

Moscow Bar Show is hugely impressive in scale and execution. And I’m hoping to travel to New Orleans this year, if the schedule allows, for Tales of The Cocktail.

What attracted you to the job?

While I would never have imagined 20 years ago that today I would be a Cocktail and Spirits Consultant, I’m lucky enough to enjoy the role enormously.

It’s extremely social and often a lot of fun, while allowing for creative exploration of flavours textures and colours. The most rewarding element is finding the perfect context or story to bind all of these elements into memorable experiences.

Some months I am on the road so much that my own office and home seem like distant memories. But when I’m in a new city I take every opportunity to explore the most interesting food and drink it has to offer.

Work currently takes me abroad frequently, with visits so far this year to South Africa, Spain, France, Norway, Denmark, The Netherlands, Turkey and Italy. I also travel home to Ireland frequently on consultancy jobs, which keeps me in touch with my Irish whiskey roots.

What’s your best advice for someone who wants to follow in your footsteps?

Have fun, but be disciplined around alcohol.

Never underestimate the value of diligent work and reliability.