For most of my adult life I’ve been involved with the craft and specialty wine, beer, and spirits industry and have enjoyed every minute. My approach has always been Daoist – teaching to fish versus giving fish. I would tell everyone I worked with that my ultimate goal was to be able to trip and fall into any establishment and have something good available to drink. When I moved to Los Angeles in 2003, finding a great place to have a craft beer or cocktail required traveling to very specific spots throughout the city. I wanted my favorite hangouts to be the closest spots in my neighborhood. And so the journey of a thousand steps began.

I attended the Fashion Institute of Design & Merchandising (FIDM) in Los Angeles, California and majored in Fashion Design. Although this may seem random at first sight and inapplicable to any other industry, it was anything but that. The marketing classes were amazing and heavily influenced how I consult businesses to position themselves for success. What other industry depends on you reinventing yourself (with the possibility of failure) four times a year? Fashion requires you to know your brand and your demographic as well as being able to connect those two. It’s a live or die mindset in fashion that is very beneficial to adopt a bit of in any business.

During my tenure in the industry, I authored a book on beer: Jeff Musial’s Beer U. Beer 101, the 60-Minute Primer. This book was born out of my staff trainings at restaurants and bars and was a great supplement to my live, in-person lectures. Because of my extensive knowledge in beer, wine, and spirits, my experience in coaching staff as well as my success in helping businesses with marketing plans, I’ve been fortunate to have been a guest on KFI, Los Angeles, and Marilu Henner’s radio shows. I also was a guest speaker at the University of Southern California, Marshall School of Business.

I have a passion for human behavior and psychology, which I have studied for 30 years. Knowing what drives human behavior (knowing your target demographic’s lifestyle and purchasing habits) is key to knowing how to properly connect with your customers.

Industry credentials include: BJCP Certified Beer Judge, Cicerone Certified Beer Server, Micro-Matic Certified Draft Technician.

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