Liquor Lab’s Aaron Vaccaro Turned Cocktails into Community - Full Interview
This full-length feature, Forrest speaks with Aaron Vaccaro, CEO of Liquor Lab and former Topgolf executive, to talk about the art of crafting cocktails—and experiences.
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Aaron Vaccaro, CEO of Liquor Lab Former Topgolf exec who helped grow it from 10 to 70+ locations and $1.1B in revenue. 🍸 What You’ll Hear:
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Aaron’s journey from finance and venture capital to building experience-driven brands
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The Topgolf transformation—how it evolved from a driving range to an entertainment empire
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Why Liquor Lab is the “Topgolf of cocktails”—accessible, social, hands-on
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Cocktail classes: 90 minutes, ~$70, 3 drinks, taught by professionals in Nashville and Louisville
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Insight into cocktail formulas, mixology tips, and Aaron’s favorite: the Port Manhattan
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How Liquor Lab is adapting to changing alcohol trends—like low ABV, NA options, and Gen Z habits
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Why the focus isn’t on drinking—it’s about flavor, education, and connection
🔥 Quotables:
“You’re not just mixing cocktails. You’re mixing memories.”
“Most cocktails are riffs on six basic templates.”
“We want to break down barriers and make aspirational things accessible.”
🥂 Bonus:
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Learn how Liquor Lab builds brand loyalty through experience
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Hear how Aaron applies the same strategy he used at Topgolf to transform hospitality at scale
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🎧 Learn more: LiquorLab.com Classes in Nashville, TN & Louisville, KY
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Follow: @LiquorLab | @TheBestWinePod
