Featured image: Liquor Lab
When it comes to cocktail culture, few places blend education and entertainment like Liquor Lab.
Part bar and part classroom, Liquor Lab offers hands-on classes where attendees learn the art of cocktail-making in a fun, hands-on setting. We sat down with Jeff Helion—an industry pro who made the unconventional leap from sports marketing to spirits education—on what makes the experience unique and how to mix, shake, and sip at home.
What is your background and what made you join Liquor Lab?
Joining Liquor Lab was a right place, right time scenario. I had known the founder for several years, and after leaving a career in sports marketing, I began working with suppliers in various capacities, including below-the-line creative, product launches, sampling programs across thirty markets, and large-scale event execution. After doing that for five or six years, I took a summer to try and figure out what I would do next. While meeting with some suppliers and marketing agencies, I got a call in October of 2018 to join Liquor Lab. I thought about it for a few days and then jumped fully in. Nine months later, we were opening our Nashville location.
What can attendees expect at a Liquor Lab class?
Liquor Lab was created with the idea to educate consumers in a unique way. We teach our guests about different spirits while literally putting the liquid in their hands and we show them techniques they can use to make fantastic cocktails at home. Classes are ninety minutes, feature three cocktails, some light bites, and time to enjoy each drink with.
What are a few top tips for at-home bartenders? Are there any common mistakes to avoid?
First: Fresh is always best. If you’re using lemon or lime, get them fresh and hand-squeeze that day. Juice will last for a day or two, but it’s best to make what you need and avoid spoilage.
Second: Don’t be afraid to experiment. If you think about what flavors pair well together in food, the odds are that they will work in a cocktail too.
Lastly: Talk to your bartenders and ask questions. Bartending is a community that loves helping people learn. Share what you’ve been trying at home and chances are they will want to teach you something new… maybe your go-to drink!
What’s your personal drink of choice—your go-to at home or out at a bar?
After years in the cocktail world, I find myself sipping neat pours of aged spirits like whiskey, tequila, or rum, or something simple like a tequila soda. If I’m ordering a cocktail with dinner, I usually go for stirred drinks including variations on Manhattans, martinis, or Negronis. I tend to stay away from citrus, but a Penicillin really hits the spot on occasion.
What’s the funkiest cocktail you’ve ever tasted?
I don’t know if I’d call it funky, but one fun cocktail that stands out was from our summer menu last year. It was a collins-style drink with tequila, lime, watermelon, falernum, mint, and club soda. I could drink those all day at the pool.
You’re helping to create Modern South’s signature honeysuckle cocktail. How is it made, and what is your process for developing recipes?
Looking at trends and the popularity of cocktails like the Aperol Spritz and Hugo Spritz, I’m playing in the bubbles space. We start by making a honeysuckle syrup by brewing a honeysuckle tea and adding equal parts sugar. From there, we use the classic sour cocktail ratio which is two parts spirit, one part sour, and one part sweet.
Ingredients:
- 1 oz gin
- ½ oz lemon juice
- ½ oz honeysuckle syrup
Directions:
- Shake it to chill
- Strain into a coupe or flute glass
- Top with prosecco
Ready to shake things up? Whether you’re a seasoned spirits enthusiast or looking to improve your at-home happy hour, Liquor Lab offers an experience that’s equal parts fun and informative. With step-by-step guidance and hands-on mixing, there’s a cocktail creation for every thirsty palette—no bartending skills required.
