There is a dance or an on-going negotiation between, on the one hand, bar owners and brands and, on the other, the customers and it’s based on one agreed ambition: both sides want us, the drinkers, to have a good time. We want to do that with the minimum of fuss and the bars and brands want us to be happy to pay for doing that specifically with their own products. How the two ambitions should be brought together is an age-old question that drives the drinks and bars industry. Sam Surl has some ideas on the subject and he’ll happily tell you about them, given half a chance. I gave him that chance at the Boutique Bar Show 2014.