Robert Simonson on Mixing Words, Whiskey, and Cocktail Culture
In this episode of the Post Shift Podcast, I spoke with Robert Simonson-award-winning drinks journalist, cocktail historian, and the visionary behind The Martini Expo. We're talking about the world's first convention dedicated entirely to the greatest cocktail of all time: the Martini.
Why a Martini Expo-Now?
It all started with a moment of inspiration-and a couple of cocktails. As Robert described in Food & Wine, during a brainstorming session over drinks for his Substack newsletter The Mix, someone quipped: “Why isn’t there a convention just for Martinis?” And just like that, the idea was born. With a few strategic calls-to the Landing at Industry City, Ford’s Gin founder Simon Ford, hospitality event veterans, and spirit partners-the concept took flight.
A Celebration of the Martini’s Full Story
The Martini Expo is designed not just as a tasting event, but as a deep dive into Martini culture, history, and innovation. Slated for September 12–13, 2025, at Industry City, Brooklyn, it opens with a Martini dinner at Confidant on the evening of the 12th-with Ford Gin pairing each course-followed by a full day of seminars, three-Martini lunch, book signings, a Martini Mixer party, food, performances, and an epic after-party.
Tracks, Tastings, and Martini Legends
Robert curated the lineup with purpose. Expect a seminar series featuring luminaries like Dave Arnold exploring Martini technique (“stir vs. shake vs. throw”), Japanese-American Martini styles with talents like Masa Urushido and Kenta Goto, early-days history with Martin Doudoroff and David Wondrich, plus discussions from vermouth, gin, and olive experts, including Keli Rivers, Allen Katz, and Philip Duff.
The afternoon flows into a Three-Martini Lunch, followed by Burgers and Books, where cocktail book authors-Julie Reiner, Dale DeGroff, Amanda Schuster, and George Motz (Hamburger America)-share stories and pour spritz-style refreshments.
Wrap up the day at the Martini Mixer, featuring signature pours from industry icons with support from sponsors like Farmer’s Gin, Sipsmith, Altamura Vodka, and Chartreuse, alongside bites from Crif Dogs, caviar from Tsar Nicoulai, and more.
Civic Spirit and a Toast to Industry
True to the spirit of cocktail culture, this isn’t just parties and pours. In the lead-up, participating bars across the city will host a Martini Expo Week, with proceeds supporting hospitality charities. Imagine sipping a house Martini while supporting your peers and local community.
A Movement Rooted in Respect and Fun
Robert’s vision for the Expo is rooted in respect-respect for history, for skill, for community. He wanted it small, friendly, intimate, educational-like what Tales of the Cocktail used to be in its early years. And if Martinis are more popular now than ever-on menus and minds-then this is exactly the moment for a celebration centered on this iconic drink.