Curating beverage programs the way great bartenders create cocktails:

beautiful by design, profitable by intention

WHO WE ARE

With 15 years in hospitality and a background as an award-winning competitor, Rachelle Merlo knows the industry from the inside out. A Bay Area native, she spent the better part of a decade leading cocktail programs before pivoting to a consulting role. Today, she uses her deep operational knowledge to help owners navigate the complexities of running a successful bar. Off the clock, Rachelle loves relaxing with her dog, Daisy.

Oregon native Aidan Contreras put down roots in the Bay Area in 2014. With over a decade of experience spanning roles from bartender to General Manager, Aidan specializes in curating menus and building sustainable programs that drive profitability. His deep passion for service is the foundation of his career, balancing creative vision with operational success. When he isn’t developing new programs, Aidan enjoys exploring nature and spending time with his partner, Justin.

After years of working behind the bar together, it became clear that Rachelle and Aidan shared more than just a workspace—they shared a vision for what the future of hospitality could look like. Realizing that their combined skill sets could solve the very challenges they faced daily, they decided to join forces. Their transition from coworkers to consultants allows them to bring a unique, united front to every project, rooted in a decade of mutual respect and a singular passion for the craft.

WHAT WE DO

High overhead and staffing shortages have made the bar business more challenging than ever. While many can afford to open a door, few have the seasoned experience to keep it open.

We are the missing piece. We help owners navigate the complexities of modern hospitality, turning staffing struggles into high-performance teams and transforming high-cost operations into sustainable, world-class programs.

  • Operational Optimization: We partner directly with your leadership to refine workflows and maximize bottom-line profitability through data-driven insights.

  • Precision Problem-Solving: Leveraging decades of industry expertise, we identify critical friction points and deploy bespoke, turnkey solutions tailored to your unique objectives.

  • Customized Systems: We build and integrate proprietary management tools designed for your specific environment, ensuring an organized, self-sustaining operation that works for you - no matter what kind of bar program you operate.

True hospitality is becoming a lost art. As costs rise and staffing capabilities decrease, the "warm body" mentality has taken hold, leaving guests—and bottom lines—suffering.

Owning a bar is a feat; operating a successful one is an art form. We specialize in helping owners who have the vision, but need the roadmap. We provide the institutional knowledge and seasoned experience required to build a program that lasts in a competitive national landscape.

  • We build cocktail menus that work as hard as your staff does. Our focus is on high-impact curation—balancing custom recipe development and visual aesthetics with the cold reality of pour costs and ticket times. We don't just add drinks; we audit your spirits placement and consolidate inventory to cut the fat. You get a streamlined, high-quality program that looks elite and actually makes sense for your bottom line.

  • Intuition doesn't pay the bills—data does. We identify exactly where your profit is leaking, from inconsistent pours to stagnant inventory. By implementing tight COGS tracking and streamlined ordering systems, we turn your storage room from a liability into an asset.

  • We build the structural backbone of your business. Beyond just setting up software, we integrate your entire stack—POS, payroll, scheduling, and inventory—into one cohesive workflow. We deliver the custom spreadsheets, reporting templates, and organizational docs needed to replace manual guesswork with streamlined, professional infrastructure.

  • Standardized operations are the difference between a lucky night and a consistent business. We replace guesswork with clear, written SOPs for everything from service etiquette to closing checklists. Our approach is hands-on and granular: we get behind the bar to train your team, ensuring every technical detail and accountability structure is executed exactly the same way, every shift.

  • We handle the logistics and curation required to execute high-stakes events. From brand activations and cocktail competitions to weddings and private functions, we manage the coordination and beverage strategy from start to finish. We provide the professional framework and brand support necessary to ensure your event is both visually impactful and operationally seamless.

OUR SERVICES

OUR PROCESS

Discover

Whether you’re launching a brand-new concept or restructuring a struggling operation, we begin with a deep dive to bring your vision to life. We extract the core of your idea and translate it into a functional blueprint. For established venues, we audit your space, staff, and P&Ls to locate exactly where the friction lies. We find the data and define the identity of the program before the first brick is laid or the first drink is poured.

Build

We engineer the custom infrastructure to match your vision, focusing on the granular details that define a world-class program. This stage is about the nuance of the build—bridging the gap between a great idea and a high-functioning business. We don't just provide a menu; we design signature cocktail programs, engineer technical financial spreadsheets, and create the precise filing systems required to sustain a professional, scalable operation.

Implement

We move from strategy to the floor. We integrate our systems directly into your workflow and provide hands-on, detailed training for the entire organization. We are on-site to lead your team, ensuring every technical detail and accountability structure is executed flawlessly. Crucially, we train owners and operators on the mechanics of these systems, providing you with the mastery needed to maintain the program's integrity and longevity throughout the entire life cycle of the business.

Support

Systems only work if they are sustained. We provide the transition period and oversight necessary to move from implementation to independence. While ongoing support is always available, our goal is to build your confidence and mastery so you can accurately maintain these systems without us. We stay in your corner until your team is sharp and your standards are self-sustaining, allowing you to focus on growth while the foundation remains secure.

OUR RESULTS

“They bring deep bar knowledge, real professionalism, and an impressive level of organization and attention to detail that makes everything feel easy and well thought-through… They were incredible in preparing and running the day-of logistics for our annual bartender competition… I value them as thoughtful, trusted consultants whose guidance consistently strengthens our brand and our work.”
- Shervin Ahmadi, Owner - Mestiza Negra Mezcal

"We had the vision, but we were missing the structure to actually scale it. They came in, got their hands dirty with our team, and gave us a blueprint that actually works in the real world—not just on paper."
- Ben Yohannes, Owner - 51&Tel

CONTACT US

Double down on your vision.

Whether you’re looking to build a flagship concept from a clean slate or you need to turn around a hand that’s gone cold, we provide the ultimate house edge.

Drop your details here to tell us what’s on the table. We’ll be in touch to review the spread and help you lock in the win.