Javier Pulido
Bartender / Businessman
Creator of spirits and the necessary machinery, in particular stills. For the past few years, he has been setting up micro-distilleries.
Profile
I am in love with my profession. Over the years, I have realized that seriousness and consistency are values that give you security and future prospects.
Since I began in the beverage industry, first as a winemaker and then as a beverage manufacturer, I have been working non-stop.
"Bartenders are liquid chefs."
How would you describe yourself?
A straightforward, hard-working person who constantly reinvents himself. I am extremely competitive but fair with my opposition. I really enjoy creating things within the culinary industry and learning new skills. I don’t rule anything out in these fast-paced times we live in. And, as a friend, I am loyal till the end.
What are your skills and what do you need to improve?
I will start with my weaknesses. I’m quite forgetful and I think, as time goes on, even more so. However, I have learned to see forgetfulness as a virtue: I live in the moment with much more intensity and see that my futures round the corner; the past does not concern me. I also need to be more organized (I am told this at home), but I’m improving.
As for the strengths, I must have something to offer according to the students and clients. As a teacher, I try to be very informative and compelling. A dog trainer told me that I conveyed a lot of strength and confidence. Another one of my qualities is my ability to create and see the future, to anticipate trends and what’s in style. But this is not free. I spend a lot of money on travelling and salvaging trends.
What sets you apart from other professionals in the sector?
There are many professionals and that are better than me, without a doubt. But looking at the abilities of each, there is one detail that gives you more brownie points. And that’s the way you are. That is the DNA of each of us. Therefore, there are professionals who are excellent in their field but as people, they have something missing.
Then there is another aspect that in my opinion sets you apart: your commitment to your customers and your ability to deliver what you have promised. This, over time, makes customers come to you, and not the other way around. In Spain, a country full of opportunists and outsiders, this is a valuable asset. And I’m not saying that I don’t have faults, but I try to learn from them and improve. As I said I am very competitive.
Whats your view on the cocktail scene in Spain and internationally?
I honestly think the industry is better than ever. I have the pleasure of knowing the owners and workers of the best cocktail bars in Spain and some of these establishments are among the best in the world. We have a lot of potential here, but as always, we look at and admire the “outside”.
I think there is a major revolution taking place. It´s the search for flavour in different spirits. As well as in other ingredients as professionals have realised that in general their customers are fascinated when they are surprised by extreme flavours. And if it has large dose of talent mixed in to create a balance, that´s even better. But again, this ability to balance can be only be achieved by a small number. It is a “gift” that cannot be learnt. This is also applicable in the kitchen.
Finally, Spain could be the epicentre of the world’s cocktail scene. We just have to believe it. And it’s no joke, the secret is our excellent raw material and great professionals. Put this together and tell me what you get: EXCELLENCE.
What makes your advanced course in spirits different?
Currently, I no longer do them because I sensed, on the one hand, that there were no new students (I have been training professionals for almost 20 years) and that my other job, as a consultant in spirits and wine, required more time.
I am currently working as a consultant and collaborating with Dstila. We are running courses on the production of different spirits. And, above all, developing a lot of recipes. It is a pleasure to have a place where we can all share in the enjoyment of this profession. I’m talking about the romantic side.
Which drinks will become trendy?
No doubt, gin will continue to be a force to be reckoned with, although new brands will emerge that are better prepared and more soulful. However, the two signature drinks will be malt whisky and rum, both from micro-distilleries, as an added benefit. In Northern Europe, rum is being made at an unprecedented rate. And whisky, Ireland already made its bet 10 years ago (buying a huge stock of casks), as did Scotland. However, in Spain, there are already quite a few adventurous people ageing their own recipes, among them are some of my clients.
Whisky will therefore be flooding the shelves in a powerful way.
And there will be other drinks that I can’t disclose, but they will be incredible, absolutely groundbreaking.
How did you hear about Teichenné?
Through my friend David Galera, who now works in Lafuente’s shops. But I left behind good friends in the distillery, such as Gerard and Mariano, now retired, with whom I still maintain a close
friendship. They are great professionals, the kind of people don’t exist anymore, and they help you whenever you need it.
Which Teichenné products have surprised you the most?
I have some catching up to do as I haven’t tried their new products in a while. But I liked the latest gin formulas and some fruit creams. As well as the agave versions. Teichenné understood, some time ago, that it had to upgrade, to move up a notch in creativity wise.
Would you recommend Teichenné to professionals in the industry?
Personally, they are a serious company, within their market niche, that produces excellent value for money products. They have a very high quality standards that have been shaped for the better over the last eight years. And it shows. Proof of this is that they are inundated with work, which allows them to reach their full potential, and I am very happy about that.
When representing a brand or company, what are the values it should have?
The quality of their products and the honesty of their message. Professionals are fed up with so many lies and being manipulated. The problem is that many professionals are tied to the brand as they end up hiring them as brand ambassadors or sales representatives. Between all of us, we are doing ourselves a disservice, frankly. I’m too romantic to indulge in this. i like the truth. But seriously, do we really need to keep telling fantasies and not let the truth be revealed? There is so much magic in the production process that I don’t understand this other aspect of it.
If you had the chance to see yourself in 5 years' time, what would you like to see?
In five years I would like to speak perfect English, have my own distillery and school where I can teach everyone what I have learned. Likewise, I would like to create a space where hospitality professionals can be nurtured, to add value as a country and to promote quality tourism. Ah! I forgot, I would also like to be mayor of my town, I think I have very good ideas to bring something fresh to the table, but this will be a secret between me and the readers.
A hobby that takes up your free time
At the moment, I really enjoy road cycling. As well as digital drawing. And, lately, learning English, because distillation is understood only in that language.
Finally, what advice would you give to a young person who wants to start in the industry?
It is not difficult to find schools of the highest level in bartending or any other branch. Nowadays you can find everything out on social networks (join forums, ask questions). Then travel, visit other countries, to see other ways of approaching the profession. And, with all that you have learned, to launch your
project. In Spain we are lacking companies with fresh initiatives. This is how it has happened, as we focus the vast majority of the country on the service sector and if the service sector falls, we collapse.