The conversation begins with an overview of the class structure, which spans ninety minutes and is generally conducted during the evenings on select days. The cost of participation is articulated as being between $65 to $75, a figure that Vaccaro defends as a reasonable investment when considering the value provided, which includes the crafting and enjoyment of three cocktails along with the social and educational experience facilitated by expert bartenders.

• Liquor Lab was established as an experiential marketing platform to enhance consumer engagement with spirits brands.
• The unique concept behind Liquor Lab involves teaching individuals how to craft cocktails hands-on, thereby facilitating deeper brand loyalty.
• Each class at Liquor Lab lasts 90 minutes and covers the preparation of three distinct cocktails with various themes.

The Best 5 Minute Wine Podcast, we tee off with Aaron Vaccaro, CEO of Liquor Lab and a key player behind the explosive growth of Topgolf. Aaron shares how a career that started in finance took a hard left into the world of immersive entertainment, helping grow Topgolf from 10 locations to over 70 and more than a billion in revenue. From tracking golf balls to tracking consumer experience trends, he breaks down how food, drinks—including wine!—and pure fun became the real draw. We also chat about the surprising psychology of hitting golf balls with a glass of wine in hand, and how letting go of expectations can sometimes lead to your best performance—on the course and in business. Pull up a cocktail and press play