It simply is not enough to have a great cocktail these days. What would happen if we built cocktails (and food) around the most flavor-dense ingredient as opposed to the reverse? What if bitters weren't an afterthought but the stars of our cocktail experience?
Bitters are the root of complexity, spirits are sensually simple in comparison.
Maybe we have been taking a backward approach to drinking without realizing it because that's the way its always been done. Maybe we've been too casual or tied to tradition.
Pure Goods is subversively changing this. Our mission is to stop bad flavors and experiences before they happen. To educate the masses. To share. To build. To satisfy.
Mostly, to leave the place better than we found it. Take a stand.