Mixing business with pleasure yields spirited success for Pour Masters

After 25 years in the liquor industry, here’s what Pour Masters Bar Service founder Dave Forman knows about what keeps the bar going strong at any party.

In a crowd of real-estate pros and doctors, the scotch will flow. Moms of the bride almost always drink wine, and Arizonans drink more Bud Light per capita than anywhere else in the nation, he said. The color of spirits flows with geography — East Coast natives tend to sip on dark spirits like brandy or dark rum while West Coasters reach for the light rum and silver tequila.

“If there’ll be a lot of seniors, they want something with more taste like bourbon or scotch. … If it’s military or police, we double everything. They feel like they can drink more,” Forman said.

Also, Forman added, “A Jack Daniels drinker will go to Crown (Royal). But Crown won’t go to Jack.”

But he makes sure every bar is well stocked with the ingredients needed to make the most popular drink requested: vodka cranberry.

Although it seems as if Forman is painting drinking preferences with a broad stroke, it’s part of the recipe that’s at the core of his company’s success for a quarter-century amidst competition and economic factors beyond his control.

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'Maintain-and-have-fun mode'

Forman has grown Pour Masters from the one-man show he started in 1992 to the go-to source for venues, organizations and individuals needing bar services on a regular or one-time basis.

The Desert Botanical Garden, Chandler Center for the Arts and Old Main at Arizona State University are among Pour Masters’ clientele, in addition to events for Go Daddy and Super Bowl XLII. Pour Masters services 60 to 115 events each month.

“Everyone’s probably used us once,” Forman said.

Forman launched the company with two partners. They left after one month, and the company experienced 1,700 percent growth in the first year, Forman said. It also spawned a catering-support sister company, Simply Servers, in 2003.

But what really gets Forman excited is the job itself. His engaging personality and upbeat passion for socializing and connecting with others permeates every ounce of his company and trickles to the employees. It’s common for new and repeat customers to request a specific bartender, which is a win-win for all sides.

This vibe is enhanced by the business complex Pour Masters shares with other entertainment companies. Together, they hold regular mixers and networking events complete with themes. Forman talked about the next one, which had a yacht theme.

“We’re not focused on being in growth mode. We’re in a maintain-and-have-fun mode,” he said. “I believe in a positive mental attitude. Why not enjoy every day? Let’s have fun, guys, that’s what we’re here for.”

Forman has a spirit for giving back, which has resulted in countless bottles donated over the decades to non-profits for their events. To celebrate Pour Masters' silver anniversary, Forman is offering a 25 percent discount to these organizations this year.

This pay-it-forward attitude extends to competitors, whom he assists with advice and even business when his company is swamped, with the understanding that this benefits the industry overall.

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Forman recalled the lull in the wake of Sept. 11, 2001. Many clients were tour companies and venues that hosted corporate events.

“I remember the phone ringing with people not coming out to Arizona. Flights just stopped. If you weren’t set well …,” he recalled.

Competitors that were on shaky financial ground didn’t make it. But Forman’s solid business acumen and planning coupled with his personality and knack for marketing helped pull Pour Masters through. He credited loyal clients like Desert Botanical Garden with keeping the business afloat.

Pour Masters was responsible for the garden’s bartending services for its events when Marcia Flynn, director of event services, arrived at the garden 17 years ago. Flynn said Pour Masters was instrumental in helping set up internal systems and training when the garden acquired its own liquor license, and has demonstrated the ability to work with the venue’s seasonal demands.

“We frequently have last-minute requests to add an additional bartender, and they are always very responsive,” Flynn said. “They continue to meet and exceed our expectations for well-trained and knowledgeable bartenders that are able to deliver a high level of customer service to our guests.”

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Staying responsible

A Detroit native, Forman was working as a sales rep for a blue-printing company and was driving near 32nd Street and Thomas Road checking on his accounts. A radio commercial came on for a bartending school. Coincidentally, the school was located at that intersection. He pulled into the parking lot, negotiated a lower tuition price and got certified two weeks later. 

Forman liked bartending but didn’t like the hours. He flipped through the Yellow Pages and saw there were only two companies that offered bar services. He got together with two friends and they decided to create a third one.  

The first month was rough. By the end of it, Forman found himself a solo business owner. One of his former partners was the bartender, so he had to take on those duties.

“Back then, the job consisted of making rum and Cokes and gin and tonics,” Forman said.

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Today, he’s got a full roster of professional bartenders that includes a flair expert. The job attracts those looking for a second income or wanting to pay a bill or save for a trip. Forman’s system lets staff choose when they want to work. Many are experienced bartenders who have tired of the bar hours.

It’s a fun line of work, but Forman also knows when to draw the line. Carrying exceptional liquor liability insurance to relieve clients of some of the risk is a plus. But standing pat and refusing to serve someone who’s had enough or not legal is another reason his company has thrived.

He talked about a house party where a man was turning 21 the next day. Although his parents told the bartender it was OK to serve him, the bartender refused. They weren’t thrilled, but enforcing the law takes precedence.

“We’ve cut off brides and brides’ moms. They must understand there are laws and we abide by them,” Forman said. “And that’s what our regular clients love … is that we keep you safe. We don’t mind telling you, ‘You’ve had enough.’ ”

Pour Masters Bar Service

WHERE: 1605 W. Parkside Lane, Ste. 2, Phoenix. 

EMPLOYEE: 50. 

INTERESTING STAT: The cost of an average open bar at a wedding can account for 10-20 percent of the wedding budget, according to Bridal Guide Magazine.

DETAILS: 602-505-7293, pourmasters.com.