Helmsman forges relationships at BCB Brooklyn
New York-based Helmsman Imports hosted an invite-only event at the Westlight cocktail bar on 10 June, on the last day of BCB Brooklyn.
BCB Brooklyn took place on 9-10 June, gathering almost 200 exhibitors in the New York borough.
At the end of the second day, Helmsman invited 28 guests, including 15 brand founders, 6 distributors, and on- and off-premise buyers, to the rooftop bar on the 22nd floor of The William Vale hotel in Williamsburg, Brooklyn.
The evening showcased cocktails featuring five craft spirits: Paladar Tequila, Avua Cachaça, Casa Malka Tequila, Veda Mushroom Liqueur, and Svol Aquavit.
Janzen Eagler, chief strategy officer at Helmsman Imports, said: “Every brand founder in that room is solving the same problem: how do you get a distributor or a bartender to believe in your product before you have the track record to prove it?
“An evening like Wednesday gives you the chance to let the liquid do the talking. That is hard to manufacture anywhere else.”
Helmsman emphasises that its most valuable service is facilitating connections and ‘opening the right doors’.
In the US three-tier system, spirits brands cannot sell directly to bars, restaurants, or retailers; they must go through licensed distributors. According to Helmsman Imports, these relationships are crucial for a brand’s success.
Jeff Diego, founder and CEO of Helmsman Imports, explained: “We built Helmsman around one idea: the best relationships in this industry happen before there is a deal on the table. Brand founders, buyers and bartenders in a room together, with nothing to close.
“We are founders ourselves. We know what that room is worth. The Night Cap at Westlight was built to be exactly that.”
Recently, the company has formed import partnerships with Bottle Dreams, Vieroma, and Pájaro Agave Spirits, helping the brands navigate the US market.
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