Joe McCanta, the global brand ambassador for Grey Goose, speaks to us about everything from the House of Change program to his metaverse avatar and the versatility of vodka.
Grey Goose’s House of Change has entered its fourth edition this year. A specially curated multi-faceted series that focusses on providing expertise to bartenders, the program has taken to global stage. By putting a talented bunch of bartenders through a boot-camp and makeover every year, the leading premium vodka brand is also making sure your drink reaches you in style!
Revisiting another series of scouting and supporting India’s ‘behind-the-bar’ talent, Grey Goose kickstarted the program in Delhi at Cosy Box recently, in collaboration with the Singapore Tourism Board. Joe McCanta, the global brand ambassador for Grey Goose, was in the capital, making sure that the experience is no less than exhilarating for all!
From working as a sommelier to support his career as a jazz musician, to catching the eye of Grey Goose with his Greenhouse Bar concept, to having his own swanky avatar in the brand’s metaverse at virtual edition of US Open this year, McCanta has done it all. In a heart-to-heart with the man of the moment, we spoke to him about the House of Change, sustainable bars, his metaverse avatar, and more.
What brings you to India?
This is the fourth year that we are launching the Grey Goose’s House of Change program. It’s the biggest edition that we’ve done so far. The program is helping many barkeeps to go beyond their bartending skill-set, and head on a journey to make their own place in the world of mixology. It is successfully exposing India’s mixology talent on a global scale, and I have had always wanted to be a part of this exciting program. This is also my first big trip since things reopened after the pandemic, so I am just super thrilled to be here!
How do you make Grey Goose vodka interesting and more fun for the newer generation (of legal drinking age)?
I have been with Grey Goose for 13 years. So, I have been around for long enough to say that vodka is the most versatile spirit. It’s quintessential — you can make vodka almost anywhere in the world, and play around with its in so many different ways! So what I think makes it more exciting for the younger generation is its versatility.
Talking about versatility, gin is quite versatile and is getting very popular. Do you think vodka is losing out to gin?
It’s definitely interesting how the gin boom can be seen happening around the world. But even eight years ago, when I first saw gin getting popular, I remember the same question coming up a lot, with people wondering if vodka is over. Years later, vodka still remains number one popular spirit in the West. Almost 400 million cases of vodka are consumed in the region annually! So, I don’t think it is going anywhere anytime soon. Also, I think there’s enough space for lots of different spirits in the world.
Sustainability in the bar industry: Just a fad or is there some substance?
This subject is very close to my heart. I worked at an organic wine bar in New York back in 2004. Later, I conceptualised a Greenhouse Bar in London in 2006 where we used living plants for cocktails, and when I was in Istanbul creating award-winning cocktails, we did all sustainable drinks. So, we are talking over 10 years of sustainability in the bar industry. It is definitely not a fad.
Sustainable bar concept, firstly, focusses on eliminating wastes and making use of every part of an ingredient. For example, when you use lemon juice for drinks, you are still left with all the rind, its skin, and there’s so much you can do with them. It adds a twist to your drink. You can do squeeze the juice beforehand, and then take the rind, burn it or use its zest.
Our generation is thankfully realising that the climate change is with us forever. And any tiny thing that we can do to be more thoughtful with our actions in a bar, the better. At Grey Goose, we have lots of sustainable measures in place too. For instance, our spirits are distilled from wheat, which is protected by the French government. What ever is left over is turned into animal feed for the local farmers. So we are reusing every part of that we’re working with. By 2030, we will be not just zero waste or zero water, but we will be water positive, meaning we will actually be giving water back to the communities!
Grey Goose recently entered the metaverse, and you had your very own avatar. How was the experience for you?
Absolutely amazing. I guess I am one of the first brand ambassadors in the metaverse! During this year’s US Open, along with hosting guests in person, Grey Goose also created a VIP lounge in Decentraland metaverse. There were games inspired by Honey Deuce, our official drink served at US Open matches. And I was there to meet guests and talk them through making their own perfect choice of cocktail. It was super interesting and fun. There was such huge engagement, and I met so many people from around the world!
Three cocktails that you absolutely love and three that you will never touch again, and why?
That’s going to be so hard to pick! To start with, a classic martini is my absolute favourite. It’s the one cocktail that gives you a lot to experience, and is definitely one of the best ones to enjoy rigorously. Second will be espresso martini. I was fortunate enough to be friends with the democrats who created the espresso martini back in the day! Now, I add a pinch of salt, my secret ingredient, to this amazing cocktail and it turns out so well with the right amount of coffee and a premium vodka. Last, I think a beautiful spritz.
For the ones that I wouldn’t like to touch again, I’d say I have never ever enjoyed Red Bull with vodka. I’m not a fan of Long Island iced teas and other sickly sweet drinks either.
What are your favourite ingredients to use in a cocktail?
There are just so many ingredients to play with. I had the great fortune of working on a limited edition vodka for Grey Goose with Chef Alan Cass. I have done pairing dinners with with my cocktails and his outstanding food. And he once told me how every time he has a new chef willing to be on his team, he gets them to cook one of the simplest ingredients — like a vegetable. The reason is that there’s nowhere to hide.
So, it’s all about expressing yourself through simple ingredients, which is also the toughest. And cocktails are all about balance. Balancing sweet and sour with anything from lime, salt, cardamom, to agave, honey, elderflower or simple syrup makes a good cocktail.
You used to be a jazz musician. Do you think vodka goes well with a classic jazz evening? What is that one cocktail you would recommend for a fun jazz night?
Absolutely. My hero is the star pianist Keith Jarrett, and there’s nothing better than hearing his jazz music while sipping on a perfect glass of espresso martini.
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