The phrase precious cargo hardly seems to fit when we talk about transporting precious HighWheel kegs. That’s why, finding a driver that can deliver customer service with a smile was imperative in our search. When you self-distribute quality brews, we have to make sure our customers are treated right.
Enter Mike Torres.
Mike grew up in the Rio Grande Valley, majored in English and Philosophy from UTRGV, and first dabbled in craft beers in college. We sat down to learn what he loves about craft beer, what drew him to Dorćol, and his mantra on customer service.
When did you get into craft beer?
College was definitely the first start. It’s hard to get into craft beer in the valley, but Roosevelt’s on 7th was great about carrying some solid Texas choices. That was the first place that I got exposed to craft beer. I remember the first beer — a Drifter’s Pale Ale — that had notes of apricot and peach, but was still hoppy.
What did you move onto then?
I had all the heavy hitters: Stone, New Belgium, some Real Ale, then tried Ruination, and Fat Tire, and thought, oh shit this is different, so I grew an appreciation for it. After college, I started working at Pappadeaux in San Antonio. I started serving, waiting tables, moved up to training, bartending, eventually became floor manager, then kitchen manager, which is where I got more education about beer, liquor, and making cocktails. The first brewery I went to was Karbach in Houston right before they sold out, just as they had purchased that three-story tall fermentation tank. Pappas has a huge connection with Karbach and they’d send the management teams to go taste, watch them brew, etc.
What came next?
After I left Pappadeaux, I managed at The Granary when co-founder Alex Rattray was still brewing and got to learn a lot more about beer. We had a small tap wall, maybe 10-12 beers, as well as the beers we brewed in house. I learned more about the process and it was my first exposure to all the other brands that were local. Alex tried to keep a good local tap selection with beers from Ranger creek, Alamo, and Freetail. It was a good immersion into the SA beer culture.
I eventually went away from restaurants and into beer. I ended up working for Big Hops Bitters for almost three years.
What was that like?
Big Hops has 32 taps and it’s a constantly rotating wall. That’s where I got to build up my palate for Texas beer.
What’s your favorite part of it all?
Drinking the beer…
What’s your mantra when it comes to customer service?
It’s all about hospitality. Treating people, welcoming them to your home, city, treating them the way you’d like to be treated. I try to do that with anybody in the city whether I’m pouring beer or giving a tour. Me being successful is due to being focused on customer service, making sure people are always first. You don’t get anywhere unless you develop those relationships and invest with people. Being personable, extroverted, engaging, be able to educate, inform, and entertain is key.
What made you want to work at Dorćol?
It’s been my goal to work in a brewery or distillery. I love beer. I’ve homebrewed, helped Community Cultures get started… I was in there helping them making petri dishes and augers. One of the biggest factors was hospitality I received from Randy. What I learned was you have a lot of distribution companies, and the only one I remember was Randy being here every week, asking how we were doing, being friendly. It left a good taste in my mouth. I thought, I wouldn’t mind working there if they have that much care for that account.
Obviously Randy and the guys are trusting you to deliver HighWheel kegs across town, which is its own challenge, but you’re going into very intimate spaces and dynamics. What do you think you’re getting right?
I think one being extroverted. I’m friendly. I want to talk to people. Communication is big for people. Having that background helps you deliver customer service. I know what bar, restaurant, club owners want and they definitely don’t want you delivering during lunch rush, happy hour, night rush, so it’s those little things. If they’re busy, I’ll sit down and wait. Let them do their thing. It’s the little things they appreciate. It helps us sell more beer, makes them more likely to come back to us. It’s one of the best ways to succeed.
Do people miss Randy delivering?
Very much so! I get asked about Randy about 4 out of 10 deliveries. All the accounts are very established. There’s an insane amount of time to build that relationship.
What is your favorite HighWheel beer?
The 56 is a great example of a West Coast-style IPA…but there is a keg of the Porter in my living room kegerator right now!