I recently had the opportunity to sit down with Thomas (Mac) McFarland Gregory III, Vice President of Food & Beverage at Pacifica Hotels, to discuss his impressive journey in the spirits industry and gain insights into his role as a judge for the USA Spirits Ratings. Mac’s extensive career spans decades in the food and beverage industry, where his passion for spirits and commitment to innovation have left a significant mark.

The USA Spirits Ratings aims to recognize, reward, and promote spirits that resonate with consumers and meet the needs of the trade. Judges evaluate entries based on quality, value for money, and packaging, ensuring that awarded brands offer excellence across the board. Here’s what Mac shared about his experiences, the trends he’s watching, and his advice for spirits brands.

Ankita: Can you tell us about your journey in the spirits industry? What sparked your passion for this field?

Mac Gregory: My journey began in Charleston, South Carolina, where I was born, but I grew up on the West Coast. I pursued a Bachelor of Science in Business Management with a minor in Spanish at Arizona State University, where my interest in hospitality started to take shape.

While in college, I joined Club Med Resorts in 1989, initially as a mixologist, and quickly grew into roles like beverage director and corporate paymaster. These foundational years were pivotal in honing my skills in guest service and beverage management.

Over the next 25 years, I held several leadership positions, including Director of Food & Beverage for Hyatt Regency Hotels and Corporate Vice President at Starwood Hotels & Resorts, where I oversaw over 1,200 bars and restaurants globally. My passion for spirits deepened as I developed innovative beverage programs and crafted unique spirits, earning accolades like the Cheers Innovator of the Year Award and recognition as one of the World’s Top 25 Mixologists by Bacardi International.

Today, at Pacifica Hotels, I oversee a dynamic food and beverage portfolio, ensuring every guest experience is exceptional.

Image: Thomas McFarland Gregory

Ankita: In your current role, how frequently do you purchase spirits, and what influences your buying decisions?

Mac Gregory: I conduct an annual RFP for beer, wine, and spirits, which rolls out on January 1st and lasts the full calendar year. While this forms the core of our purchasing program, I also make additional acquisitions monthly to incorporate new trends or personal passions.

A unique aspect of my buying strategy is acquiring 3–7 full barrels of wine or spirits annually. These are bespoke, one-of-a-kind products created in collaboration with distilleries to meet specific flavor profiles. This approach ensures our portfolio remains both trend-forward and exclusive, providing experiences for guests that can’t be replicated elsewhere.

Ankita: When evaluating spirits, how do you balance quality, value, and packaging? Are there specific attributes you consistently look for?

Mac Gregory: Quality always comes first. I prefer to start by tasting the spirit in a neutral, opaque vessel without knowing its price or packaging. This “double-blind” method allows me to focus solely on the spirit’s intrinsic characteristics.

After the initial assessment, I consider details like ABV, production methods, aging, and origin before factoring in price and packaging. I use the umami palette scale to eliminate what the spirit is not before determining what it is. This systematic approach ensures fairness and accuracy, ultimately balancing quality with value and presentation.

Judging at USA Spirits Ratings 

Ankita: Do you have any favorite spirit styles or regions you’re particularly passionate about? What trends are you excited to see in this year’s entries?

Mac Gregory: My beverage choices often depend on the occasion, but I’m currently passionate about Espresso Martinismade with Borghetti and Aperol Spritzes with American sparkling wine.

I also have a deep love for Tequila, especially after living in Mexico for several years. Its storied history, connection to Jalisco, and meticulous production process captivate me. I’m equally excited about the evolution of American Whiskey, with fantastic producers emerging from states like Texas, Vermont, and Ohio, beyond the traditional hubs of Kentucky and Tennessee.

Trends I’m watching include quality RTDs (ready-to-drink cocktails), the resurgence of aperitifs like Aperol, and innovations in whiskey and Japanese Scotch. I’m also intrigued by how Gen Z’s preferences for low-ABV drinks or marijuana over alcohol will impact the spirits landscape.

Ready to drink winner at 2024 USA Spirits Ratings -  Lyre’s Amalfi Spirtz

Ankita: In your view, how important is packaging in shaping consumer perception, and how much emphasis do you place on it during judging?

Mac Gregory: Packaging is crucial—there’s truth in the saying, “You eat and drink with your eyes first.” A bottle’s design can shape consumer perception before the first sip. For bartenders and mixologists, ergonomic design is equally important; a bottle that’s hard to hold or pour may not find favor, no matter how good the spirit inside.

That said, my initial evaluation focuses on the spirit itself. Packaging comes into play later, helping me assess whether it aligns with the product’s overall identity and marketability.

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Ankita: What advice would you give to a spirits brand entering the USA Spirits Ratings? How can they stand out in a competitive market?

Mac Gregory: Consistency is key. The more frequently and consistently you enter, the better your chances of receiving meaningful feedback. Good or bad, feedback is a gift—it helps you refine your product and grow as a brand.

Understand your competition, stay open to suggestions, and never stop improving. Aim for gold medals—why settle for less? Take the feedback seriously, adjust, and come back stronger. Knowledge is power, and entering competitions like the USA Spirits Ratings is an invaluable way to gain it.

The USA Spirits Ratings is the ultimate platform for spirits brands looking to shine. Judged by top buyers, sommeliers, and industry experts, the competition evaluates spirits based on quality, value, and packaging to identify those that stand out in today’s market. Super Early Bird Submission Deadline - December 20, 2024. 

Don’t miss your chance to showcase your spirits and receive expert feedback. Enter now and position your brand for success in the competitive world of spirits!

Header Image: Pacifica Hotels, California

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