Master Mixologist: Sheldon Wiley-Brand Ambassador for CIROC

"People go to Bars, restaurants and nightclubs to have a good time- whether it's an evening to celebrate a special occasion, the chance to party with your favorite celebrities or just an evening out on the town. Great music and delicious drinks that excite the senses are the perfect ingredients for a fun night with endless possibilities. In a nutshell, That's what we do!!" -Sheldon Wiley

Thinking of himself as a "professional life liver" Wiley, Is an award winning barman and prominent NYC DJ, CÎROC Trade Ambassador, educator, craft-cocktail bartender, triathlete, producer, and all around entertainer. He launched his nightlife career in his hometown of Phoenix, Arizona 16 years ago. Traveling through several gateway cities touching down in Manhattan in 2007 with the ambition to mix all things music and beverage.

Presently, a 3X bartending Guinness World Record holder in conjunction with his work behind the decks Wiley has earned media placements in hundreds of outlets globally including the NY Times, Zagat, Chilled, Cosmo, SOMA, Village Voice, NY Daily, The Tasting Panel and appeared on several television programs including Good Morning America, LXTV, FOX & Friends and Friends and live Tweeted for truTV's Barmageddon.

He has procured upwards of 100 beverage programs from the boutique chic Morgans Hotel Group, Top Chef Kitchen and Top Chef Cruise- Negotiated and programmed entertainment deals, brand partnerships, and weekly nightlife promotions for establishments big and small across the U.S- Managed all aspects of brand integration, forecasting, P&L responsibility, and large-scale event production. His contribution to the bar biz highlights the enhancement of quality and maintaining brand relevance. "SHELDON WILEY IS NIGHTLIFE!"

Broadwayworld.com interviewed CÎROC's Brand Ambassador Sheldon Wiley. Wiley is this week's "Master Mixologist."

When did you first become interested in the cocktail culture?

By 2005 I'd been a bartender for about 6 years. Bars were not equipped then as they are today thus were super simple to operate at "expert" level. This was about the time I began to focus closely on my long term career, creative expression and personal diet(lets face it, we want to know what we're putting in our system). If you look at the body of work and culture we've created in the past 10 years, specifically the push between '08-'12 you'll see how it was easy to incorporate these attributes of self improvement to the World of the cocktail. And you'll also see I was not alone. We weren't just taking up stools at the bar anymore... We were professionals;)

What innovations in mixology and bartending do you find fascinating?

I found learning & developing new techniques to be the most fascinating. Whether its a stir or shake that's specific to my style to producing swizzled cocktails or sours (I'm proud of my froth game:) while maintaining fundamental practicality with the guests senses in mind i.e taste, aroma, esthetics via end product as well as showmanship, sound from the shaker or conversation. All of these elements not only make up a solid cocktail but a killer experience as well. I'm very hands on. This is where I shine.

How do restaurant and bar guests encourage your creativity?

I believe that we live in a consumer savvy World especially in NYC. Our guests pay high dollar for the very best of everything. And by now they've, in many ways "been there, done that". The culture must continually evolve. The guests push a barman's ability to create and elevate by the nature and commerce.

What are your preferred "classic cocktails" and why?

I like many of the classics. I like them Classy, Simple and Spirit on Spirit with fresh citrus oils expressed for aromatics. An example would be a classic CÎROC Vodka Martini. 1oz CÎROC /1.5oz Dry Vermouth/2dashes orange bitters - stirred and served in a coupe.

What are some of your favorite infusions and how you like to use them in drinks?

I love working with banana and Bourbon but ultimately your most versatile spirit hands down would be Vodka. It has amazing way to draw out flavors from any imaginable edible. Also back in trend are quality flavored vodkas. CÎROC is the number one selling cocktail each time a new flavor is introduced.

Tell us about a few of your signature cocktails and why they are distinctive.

I really enjoy developing elevated classics. Keeping it simple. Keeping it fresh! Narrowing down specific cocktails would be difficult as I've produced 1000's of originals but I will say that the most important thing I've been consistent with is the bulk of prep is to be done in the kitchen so that execution during service is swift and affective (3-4 steps tops). Lets not forget, we have guests waiting

Give us your perfect pairing for a cocktail and a culinary selection.

This combination- Chocolate, smoke and orange. My palate screams for these ingredients. Combined with CÎROC Coconut and you have yourself a dreamy elixir.

Tell us a little about your company or restaurant.

I'm the Brand Ambassador for CÎROC Premium Vodka. Made from fine french late harvest grapes CÎROC is produced in the highest and oldest region in France by Jean-Sebastien Robicquet. JSR as we call him comes from a long line of Cognac and Wine makers dating back to the 1580's. CÎROC is where the jet-set mingle with stylish sophisticates in the hotspots where next-generation luxury comes alive. CÎROC enthusiasts embrace celebration from the sundrenched private beaches of Ibiza to the star-studded hotspots of Los Angeles.

For more information on CÎROC, visit their web site at https://www.ciroc.com/ and follow them on social media.

Photo Credit: Courtesy of Sheldon Wiley

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