Today we’d like to introduce you to Brian Sandahl.
Hi Brian, so excited to have you with us today. What can you tell us about your story?
Heavy Muddle began in Aug 2019 as a cocktail blog – a space where I could share my passion for cocktails and discuss various cocktail ingredients, techniques and recipes. At the time, I didn’t intend for it to be anything more than an online resource for folks who wanted to learn how to make better drinks at home.
Shortly after launching the blog, I created an Instagram account to promote it. Instagram really changed the game for me. I connected with people and brands that loved cocktails as much as I did. I challenged myself in new ways – taking better photos, working with new and sometimes unusual ingredients, entering (and even winning) cocktail competitions. The Instagram community boosted my confidence and helped me recognize the business potential of Heavy Muddle as an agency that could offer brands a one-stop shop for recipe development, creative assets, and targeted marketing.
As COVID concerns waned and social gatherings resumed, I brought Heavy Muddle to the offline (some might call it “real”) world with the support of close friends. I’ve created custom cocktail menus for events ranging from small house parties to a 13-course omakase sushi pop-up with some of Austin’s biggest foodies. I also teach hands-on classes where we make cocktails, learn a bit about their history, discuss proper techniques, and most importantly drink cocktails.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The biggest challenges for me with Heavy Muddle have been mental. I’ll share one quick example.
I was an avid guitar player and songwriter for 10+ years. I still play – less often now. I fantasized about being in a successful touring band. I believed deep down though that I enjoyed writing and playing music because I got to do it when I wanted and how I wanted. I feared that making music a career would strip away the enjoyment because songwriting would become an obligation rather than an option.
For that same reason, I worried about turning Heavy Muddle – my passion project – into a business. What I’ve learned along the way, however, is that the obligation feels less like a creative burden and more like a creative focus. I understand the art and science of cocktails at a deeper level now than I could have imagined three years ago – and there is still plenty more to learn. I’ve discovered a love for photography that I never knew I had – and may have never discovered if I didn’t feel slightly pressured to take better photos. The increased focus has given me an even greater appreciation of the craft.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
For brands, I specialize in cocktail recipe development and cocktail photography; more recently, I’ve been working on creating video content as well. Most clients I work with are in the spirits industry, but I also work with non-spirits industry brands (e.g., glassware, jams, coffee) that are interested in cocktail content.
For consumers, I specialize in creating custom cocktail menus for events as well as providing bartending services for those events. Menus can be comprised of classic cocktails or original cocktails designed around a theme. Believe it or not, I’ve bartended two Guy Fieri-themed parties in the past year, and I hope to see more Flavortown Getdowns by the end of the year (winky face). I also offer hands-on cocktail classes were we make cocktails, briefly discuss their history and proper technique, and of course drink the cocktails.
Do you have any advice for those looking to network or find a mentor?
Social media makes access to creatives and their work so easy these days. If you find someone whose work you admire, don’t be shy about reaching out to them on social media. Most are very open and willing to share their experiences, tips and general advice.
Contact Info:
- Website: heavymuddle.com
- Instagram: heavymuddle
