Meet William Ford

Today we’d like to introduce you to William Ford.

William, please share your story with us. How did you get to where you are today?
My career as a bartender started as most people in this industry, progressing from one area to the next in a restaurant. As I attained a bartender position, I began to take it on as more as a form of art. I grew more and more passionate about being a mad chemist and creating new things with my hands. I feed off of seeing the person trying my creations joy or hatred of what I have created for them.

I wouldn’t say I have my own company, but more of a partnership with Edwin Sandavol in Xatrucho and freelance bartender for special events. Since the start of Xatrucho, I have been working with Chef Edwin to create the bar program for the company. My vision was to be able to have a bar program the worked with the kitchen closely to bring clients an awesome experience and create things together using fresh products and shaping cocktails around the client events and bringing them something new.

I feel my passion has continued to evolve over the years as I have continued to find that bartenders kind of get stuck under the corporate umbrella. I want to get away from that and bring the fun and passion back to bartending and craft making by connecting with guests. I like to bring on and work with bartenders that want to create things they feel are amazing and share with our clients. I feel too much that creation is hindered in “corporate” settings because most companies are set on the norm and “fear” experimentation and the mindset that there is only one way to do things. That is not fun and is a little more robotic. There is nothing like sitting in my lab (kitchen) and throwing weird things together.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It hasn’t been the smoothest road. Working in the corporate/established bar or other individuals businesses, your creations sometimes get thwarted and downplayed as your creation may not be something that fits their styles. That is when I had to really try to believe in my creations, listen to outside critiques such as guest, and see that I make some pretty decent stuff.

Another struggle as a freelance bartender is that many clients don’t normally seek a business/bartender to create special cocktail menus for their events but rather a “turn and burn” bartender to sling quick mixers. That is why it is great to partner with Xatrucho. The client gets amazing coursed out food and drinks specialized for their event.

Please tell us more about what you do, what you are currently focused on and most proud of.
I feel what I do for my clients is I specialize my cocktails to their vision of what they want for their events. I like to meet with the client and discuss what they are planning for their event. If there is a certain theme or if they themselves have a product they are promoting, I will create the menu around them.

If the client has a favorite cocktail, food, or flavor they want for their event, I try to meet their expectations. Sometimes in order to meet their requests, I go around the city to sample whatever it is that inspired their vision and shape the menu or creation around that research.

What is “success” or “successful” for you?
I define success as creating something that brings joy to whoever is trying my creation. If I can leave a lasting impression on someone and they want to share what they have experienced with others, that is a success.

Pricing:

• 200$/person for a high-end dinner experienced curated by the Xatrucho food and beverage team

Contact Info:

• Website: Xatruchoconcepts.com
• Email: ford6942@gmail.com
• Instagram: @liam_crford

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