From the Bar to the Boardroom: April Wachtel on Entrepreneurship in Hospitality
In this episode of The Post Shift Podcast, I had the pleasure of sitting down with April Wachtel, founder of Cheeky Cocktails and veteran of the beverage world. With decades behind bars, behind brands, and behind the business of hospitality, April brings a rare blend of creativity, operational wisdom, and entrepreneurial grit.
Roots in Hospitality, Growth through Vision
April’s journey began in the trenches: early food & beverage roles, bartending shifts, brand-ambassador stints with major spirits companies. What struck me most in our conversation was how she didn’t just follow the standard path—she questioned it. She talked about how teaching cocktail classes revealed a gap: home consumers and even event hosts couldn’t access the professional ingredients and techniques used behind top bars. That insight sparked the idea for Cheeky Cocktails.
She described the pivot moment: moving from one-off services and bartending gigs to building a product and brand that bridges craft-cocktail professionalism and everyday accessibility. That transition required another mindset shift—thinking about distribution, sourcing, scalability, branding—not just technique.
Branding & Product Innovation with Integrity
What stood out: April doesn’t treat cocktails merely as recipes. She views them as systems. When she launched Cheeky, she made sure every product replicated the precision of a craft bar: 100 % citrus juices, pro-grade syrups, formulas that perform under pressure. She emphasized that when you shift from “just making drinks” to “building a scalable product”, you have to engineer for repeatability.
And yet, she balanced that engineering with authenticity. She explained how staying connected to the bar world—late nights, guest interactions, competitions—keeps the product rooted. She said something that resonated: “If you lose touch with where the drink hits the guest, you’re building in a vacuum.”
Scaling While Staying Grounded
Growth brought complexity: sourcing, shelf-stability, retail channels, fulfilment, brand voice, and online presence. April discussed how she managed each leg: choosing the right partners, maintaining quality control, and being disciplined in brand positioning.
One of the sharpest takeaways: “Growth for growth’s sake kills character faster than stagnation kills innovation.” She advised operators and brand-builders alike to pick their lane—be very clear on what you are—and build out from there rather than try everything.
Hospitality, Community & Mentorship
April also spoke candidly about the cultural side of hospitality. She pointed out that whether you’re running a bar, a brand, or a blended model, you’re dealing with people first. She emphasized mentorship, community building, and the importance of honesty: admitting what you don’t know, lifting others up, and sharing lessons. That culture is what sustains you when pressures mount, trends shift, or costs rise.
Why This Episode Matters
If you’re operating a bar, launching a brand, or leading a hospitality team, this episode offers real takeaways:
How to transform craft into a scalable product without losing authenticity.
How to engineer systems behind the scenes so frontline service still sparkles.
How to build brand clarity before you chase expansion.
And how culture, voice, and community still matter in a world of automation and scale.