Why This Episode Matters

Paul Clarke explains why Imbibe has lasted 20 years by staying consumer-focused, independent, and credible.
It’s also a great look at how cocktail culture changed over two decades, from teaching people the basics of a proper sour to telling deeper stories about the people and ideas shaping what we drink now.
Mark Pascal and Francis Schott connect that editorial philosophy to hospitality itself: lead with quality, tell the truth, and earn trust over time.
Along the way, the episode covers Negroni Week, the Imbibe 75, independent publishing, cocktail storytelling, and why bitterness eventually wins people over.

The Banter

Mark and Francis open with a riff on awards-season humility, noting that in restaurant life, humility usually comes from service failures and hard-earned recovery—though they’re not above enjoying a medal when one comes their way.

The Conversation

Paul Clarke, executive editor of Imbibe Magazine, talks about building a drinks publication that serves both curious consumers and serious professionals without losing clarity, rigor, or pleasure. He explains how the magazine explores “liquid culture,” with attention to the people, places, and ideas behind what ends up in the glass.

The discussion also traces the rise of modern cocktail culture through the lens of the Negroni and its many descendants, while highlighting Imbibe’s role in shaping conversation through projects like Negroni Week and the Imbibe 75. It’s a smart, funny exchange about editorial standards, independence, and why good drinks writing should be as engaging as the drinks themselves.

Timestamps

00:00 – Banter: what “humbling” really means in the restaurant business
05:00 – Why Imbibe works: consumer-first, not trade-first
11:00 – Trust, credibility, and the line between editorial and advertising
16:00 – 20 years of cocktail culture: from basics to “liquid culture”
20:00 – Good writing is a big factor in Imbibe’s success
24:15 – How independence key to Imbibe’s survival
28:00 – How Negroni Week began and why it became global
34:00 – The resurgence of the Boulavardier
40:00 – The Imbibe 75 and the people changing how the world drinks

Bio

Paul Clarke is the executive editor of Imbibe Magazine, an independent drinks publication celebrating 20 years in 2026. He is also the author of The Cocktail Chronicles and host of the award-winning Radio Imbibe podcast.

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