We recently connected with Greg Bryson and have shared our conversation below.

Greg, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I was managing the bar at the Wallace in Culver City. I was buying ice from a company that had just raised the price on me substantially without notice. When I called him to negotiate, he said “the price is the price.” This guy had a monopoly on the craft bar community… and he is a total asshole! We had to stop him! My business partner and I flew around the country to learn the ice game. With a lot of careful consideration, we were able to aggressively compete and I believe I swallowed up most of his business hand selling to my friends in the bar community and making many new ones along the way. We are also able to offer something different. We researched robotics and are able to offer laser etched ice cubes to our clients which has really given us a lot of attention thanks to Liquor.com and Voyage LA. The bar community is Los Angeles has elevated their drink programs everywhere. Thanks to them, we are able to follow them and offer ice one bar at a time.

Greg, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I discovered my passion for crafting fancy mixed alcoholic beverages around 2007, during what is now known to drink aficionados and many in my community as the “cocktail renaissance.” This period marked a revival of lost American traditions, with bars embracing high-quality, real ingredients. Drawn to this movement, I was desperate to be part of it and set a high standard for the drinks I produced. I aimed to subtly challenge my guests’ previous choices and elevate our drinking culture.

I noticed that many Americans seemed to have a lower standard of quality compared to other cultures. My dedication to this niche was recognized, and by my mid-20s, I was hired to run beverage programs. Managing a bar was both challenging and exhilarating, teaching me numerous interpersonal values. When my staff genuinely enjoyed their workplace, I felt complete.

When the void for clear ice arose in my market of Los Angeles, my journey shifted to sales. Initially, I disliked the idea of sales jobs, but I found a way to stay connected to the bar community, which I have always found fun and progressive. I have a profound respect for other service professionals, understanding the challenges of working long hours on our feet and handling complex social interactions with inebriated customers. Totally worth it.

Today, we continue to influence the elevated drink culture by providing high-quality ice to bars. By assisting them with logistics and ensuring they have the best ice for their cocktails, I help these establishments present their drinks in the finest possible way. This role allows me to maintain my passion for quality and innovation in the cocktail community, supporting bars in delivering exceptional experiences to their patrons.

Can you tell us the story behind how you met your business partner?

I was managing the bar at The Wallace in Culver City when I encountered a major issue with our ice supplier. The company had raised their prices substantially without notice, and when I called to negotiate, the owner bluntly told me, “The price is the price.” He had a monopoly on the craft bar community, and his attitude was infuriating. Determined to find a solution, the owner of The Wallace suggested we produce our own ice and invest in the necessary equipment. Initially, I thought it was a terrible idea. However, he sat me down and pitched a 10-year plan. I questioned why we should enter a market already served by existing companies. He responded with a compelling analogy: “Levi Strauss made jeans, but that didn’t stop brands like True Religion and Hudson from making a fortune. We can do something different in the same space.” His vision made sense to me back in 2015, and it still resonates with me today.

Have you ever had to pivot?

My entire adult life, I identified as a bartender (he/him). After COVID restrictions eased, our business really ramped up. I was managing a bar in Beverly Hills and found myself overwhelmed. I had to decide whether to step away from the bar to focus more on the growth of my company or try to juggle more than I could handle. That was a tough decision. I had always prioritized my bars’ well-being before my own and was actually scared I wouldn’t know what to do in the evenings or how to introduce myself to others. I still don’t! Being a bar manager always created an instant connection with bar service staff anywhere I went. Pivoting to the “dark side” of sales was a rough lifestyle adjustment.

I feel I have put in a significant amount of time and gained more than enough experience. The only time I will be behind the bar again is when I own one and can foster a healthy work environment for others to progress in their journey and career. Since focusing entirely on the sales growth of my company, we have continued to expand. The only way to move is forward.

Contact Info:

• Website: https://www.westcoasticepro.com/
• Instagram: https://www.instagram.com/westcoasticepro/
• Facebook: https://www.facebook.com/westcoasticeprovisions
• Linkedin: https://www.linkedin.com/company/westcoasticepro/

Image Credits

Greg Bryson