Jason Lam has come a long way to find himself managing the bar at one of San Francisco’s most high-profile restaurants, Sens, overlooking the Ferry Building and nestling close to the city’s Bay Bridge. In fact, up until 2010, he was more likely to be a customer, as he spent 10 years working in the biotech industry, before deciding, as he says, to “do something completely different.”

That search for something “different” finally led him into the drinks industry, thanks to a chance meeting with an old university friend who was running a nightclub in San Francisco and suggested he come and try working there. He did and has not looked back since.

Over the last 10 years, he has taken on several roles, including running the bar at a small jazz club in San Francisco’s Mission district. He has, though, made his name and reputation in the bar scene at the Sens Restaurant in San Francisco’s Financial District, where he developed not just his skills but also his bartender teams over the last nine years. He now manages the bar programs at both Sens and the sister establishment, Barcha. 

Here he explains in his own words what it is about working in bars that is so much better than the biotech world.

Can you describe your current role and your main responsibilities?

I currently manage the bar program at two restaurant bars under the same ownership: Sens and Barcha. I’m responsible for the overall performance of the bar, which includes leading our bar staff, creating the cocktail list, purchasing, & inventory. 

My key role is to drive the bar program toward increased customer satisfaction and repeat visits. We do that by developing collaborations with vendors to ensure we can sell top-tier products while maximizing our profitability. Programs that involve regular visits have worked the best for both us and the suppliers. Regular facetime builds trust and brand familiarity with staff, and suppliers learn more about our specific needs.

What do you see as being the key skills in your role?

Communication always stands out, as it is a cornerstone in building relationships with both co-workers and guests. After that would be creativity and organization, which go hand in hand with creating better logistics behind the bar, improving cocktail quality and consistency, and giving guests an amazing experience all around.

Image Source: Jason Lam

What trends and changes in drink and spirits buying habits have you seen in the last year?

I’ve seen more packaged products like premixed cocktails in cans, etc. Although that particular demand wasn’t prevalent at our restaurants, it’s nice to see consumers and bars having new options. 

I think a lot of consumers are going to gravitate towards their tried-and-true favorites just to catch up on lost time. Going forward from there, I still see the growing demand for new tequila and gins, particularly outside the category of London dry. I think the drink garnish will play a larger role in the overall presentation of the cocktail in terms of engendering trust in professional preparation.

I’m hoping to say goodbye to the to-go cocktail. I think it strips away so much of the experience of enjoying a well-made cocktail in conjunction with the overall atmosphere a restaurant or bar is trying to create for its guests.

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What do you think about its judging criteria that judge spirits on their quality, but also value for money, design, and packaging?

I think the criteria hit the most important general categories. Quality, value, and packaging are all essential factors in making a purchasing decision. 

Why would you encourage producers and distributors to enter the awards?

Participants get feedback from actual purchasers, which translates into highly relevant feedback for those current products and future ones.

How do you decide what spirits to buy?

I try to consider the demographics of our guests and what seems to excite them. Products with an amazing backstory or unique ingredients are always interesting, as long as they aren’t gimmicky.

Stay tuned for more insightful conversations with spirit experts. Discover the latest spirits trends, the criteria for winning a medal at the USA Spirits Ratings, the significance of receiving a medal, and the importance of participating in our competition.