Interviewed by Ankita Okate, Chief Growth Officer, Beverage Trade Network, Ziggy Eschliman, known as the Countess of Cocktails, is a trailblazer in the spirits industry. As the Chief Creative, CEO, and Owner of ZigStyle, her journey is as inspiring as it is fascinating. From her early days in San Francisco to becoming the first woman in the United States to host a radio show about wine and spirits, Ziggy has made a lasting impact on the industry. I had the privilege of interviewing Ziggy to learn more about her journey, passion for spirits, and her insights as a judge for the USA Spirits Ratings.

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

Ziggy: I grew up in San Francisco, a city steeped in the history of spirits. My parents entertained me often, and my father, in particular, loved cocktails and wines. From a young age, he taught me about the differences between spirits and wine, sparking my curiosity.

After a corporate career in finance—where I had the chance to explore cocktails and wines—I dove headfirst into the industry. I became the first woman in the U.S. to host a radio show about wine and spirits, owned a small winery and even learned about distillation from a sparkling winemaker.

Trips to distilleries became a priority, and over 15 years ago, I planted a cocktail garden, well before it became a trend. Anthony Dias Blue, then Editor of Bon Appétit, dubbed me the Countess of Cocktails. Today, I’m proud to serve as a spiritual advisor, judge, leader, and lover of all things spirits.

Ziggy Eschliman, judge at USA Spirits Ratings

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

Ziggy: I buy spirits (and wine) all the time. Most of my purchases are driven by curiosity—trying things I don’t know or haven’t tasted before. The rest of my buying is dedicated to the staples I can’t live without.

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

Ziggy: Taste is always the starting point. It sets the tone and dictates the points I assign. Authenticity is crucial—if something feels fake or manipulated, it likely is. Value, much like beauty, is subjective and lies in the eye of the beholder.

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?

Ziggy: I have so many loves—Armagnac, Gin, Whiskey, Whisky, Tequila, delicate eau de vie’s, and sexy liqueurs. This year, I’m excited to see the continued evolution of Gin profiles, as well as innovations in Mezcal and Herbal liqueurs.

Judging at USA Spirits Ratings 

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

Ziggy: Consumers drink and eat with their eyes first, so packaging is hugely important—it’s like plating food. While flavor and balance come first in my judging, I have experienced exceptional spirits with poor packaging. I’ve even contacted owners or marketing teams to share my thoughts, and sometimes, the packaging has been updated based on that feedback!

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

Ziggy: Be authentic. The industry doesn’t need another copycat. Let your own light shine, stay true to your vision, and be creative. Authenticity and originality are what truly set a brand apart.

The USA Spirits Ratings celebrates spirits that excel in quality, value, and packaging—key elements that resonate with both consumers and retailers. Winning a medal is a mark of distinction that demonstrates a brand’s ability to stand out in a competitive market. Super Early Bird Submission Deadline: December 20, 2024

Submit your spirits today to take advantage of this exclusive opportunity to showcase your brand. Let your authenticity shine and elevate your product to new heights!

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