Be sure to view all of our previous entries in the Women in Hospitality series.
Adhel Martínez has 15 years of experience in the hospitality industry. Her passion for the industry lead her from roles as a bartender to the West Coast brand ambassador for Las Californias Gin, which is part of the Casa Lumbre portfolio. The gin has a unique dual origin as its crafted in Mexico and uses botanicals from the regions of Baja California and California, including California Juniper, known for its softer and sweeter profile.
We spoke with Adhel about gin trends, current industry challenges, and more. Read the full Q&A below.
Gin has been growing in popularity (and also variety). Why do you think this is?
The allure of authenticity and the art of storytelling resonate deeply with today's consumers. Gin serves as an awesome medium for weaving narratives that evoke the essence of people, moments, and places. Gin is the canvas and botanicals are the paint. Moreover, we are starting to see gins using exciting botanicals to tell these stories and share the stage with juniper, rather than juniper being the star of the show.
Are you seeing any particular trends in the on-premise?
The trend of using split base gins in cocktails is very exciting to me. It highlights the distinctiveness of each brand and the expressive power of botanicals. By blending multiple gins, bartenders create unique flavor profiles that tell compelling stories.
What ingredients/flavors are you currently enjoying working with most?
I’ve always really enjoyed working with tropical flavors such as passionfruit or guava—particularly with gin. The balance of herbaceous flavors and the brightness of tropical fruit is a match made in heaven.
What are some of the top challenges in the hospitality industry right now?
COVID-19 dealt a severe blow to the hospitality industry, leaving lasting effects. Staffing shortages persist due to experienced professionals leaving, hindering a return to normalcy. On top of that, operational costs continue to rise, adding to the industry's challenges.
Any advice for other women in the industry?
There is a seat at the table for everyone, never let anyone convince you otherwise. Instead of competing with other women, work together.
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Plan to Attend or Participate in the 2024 Bar & Restaurant Expo, March 18-20, 2024
To learn about the latest trends, issues and hot topics, and to experience and taste the best products within the bar, restaurant and hospitality industry, plan to attend Bar & Restaurant Expo 2024 in Las Vegas. Visit BarandRestaurantExpo.com.
To book your sponsorship or exhibit space at the 2024 Bar & Restaurant Expo, contact:
Veronica Gonnello (for companies A to G) e: [email protected] p: 212-895-8244
Tim Schultz (for companies H to Q) e: [email protected] p: 917-258-8589
Fadi Alsayegh (for companies R to Z) e: [email protected] p: 917-258-5174
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