CORE VALUES
CONFIDENCE
WE BELIEVE THE POWER OF LIQUID COURAGE COMES FROM THE CONFIDENCE IT PROVIDES AND MAKE IT OUR MISSION TO SPREAD CONFIDENCE TO ALL ASPECTS OF THE HOSPITALITY INDUSTRY IN A WAY THAT helps develop mental fortitude and PROMOTES COMRADERY, MENTORSHIP, AND LIFESTYLE BALANCE
WELLNESS
WE ARE PASSIONATE ABOUT CREATING MENTORSHIP OPPORTUNITIES THAT PROMOTE A HEALTHIER LIFESTYLE FOR THE BEVERAGE INDUSTRY AND WORK WITH MULTIPLE ORGANIZATIONS TO BENEFIT OUR COMMUNITY and inspire individuals to live their best lives
BALANCE
ABOVE ALL WE BELIEVE THE STRENGTH OF OUR INDUSTRY COMES FROM FINDING LIFESTYLE BALANCE THEREFORE, WE PROMOTE LIQUID COURAGE WITHIN THE CONFINES OF RESPONSIBILITY, RESPECT, EQUALITY AND CULTURAL DIVERSITY
Joe Frade
Founder, Director of operations
Joe is a Marine Corps veteran, Award winning Bartender and a dedicated service industry professional. He has been part of multiple hospitality projects ranging from fine dining to nightclubs and boutique hotels. His love for the service industry originated from his military experience working in a fast-paced environment involving small unit leadership. As a mixologist he is a strong advocate for Latin spirits hosting various tequila and mezcal seminars, rum celebrations, reforestation efforts and staff trainings. Most importantly, he has dedicated his hospitality career to mentorship by promoting education, sustainability and lifestyle balance. He studied Public Health and Exercise Science at Portland State University and believes that “life is about choice so don’t choose a job, choose a lifestyle.”
