Who We Are

Based in Southwest Florida, OutrageousCocktails.com is an affiliate of the BeverageUnderground Network. Created by Larry ‘Smokey’ Genta, a veteran award-winning Hospitality Industry specialist known as ‘The Bar Mechanic’.  this network connects the three tiers of the Beverage Business to enhance sales and service through better education, direct and target marketing and a conveyance of information through an entertaining and timely product.  www.BeverageUnderground.com is our home page base and we invite you to visit us and subscriber to our weekly eblast.

Outrageous Cocktails is just that…a listing and honoring of creative efforts and cocktail designs that we find interesting. It is also a place where we partner with brands to hold creative cocktail recipe contests and to introduce products that mix well and spark sales. Outrageous Cocktails held ‘Year of the Goose’ contests for Grey Goose Vodka to help support mixology and awareness of the launch of their flavor line.  When Skyy Spirits launched their Fusion Flavors, Larry Genta was called on to hold a recipe contest and also proprietary ‘Outrageous Cocktails’ for the Premiere of ‘Sex In The City’.

Beverage Underground is available in virtually every form of media.  Our online presence is widespread through our websites and affiliates.  In-Print we distribute 16-page glossy copies of the ‘trade publication’ the Beverage Underground.  For nearly two years the staffs of over 3550 restaurants, bars, hotels, country clubs and even coffee and smoothie shops receive this informative entertaining publication.  You can see and read our latest issue  here

Beverage Underground is a trade publication in print targeting the staffs of all types of  beverage outlets but its about the network and the word-of-mouth ‘bar-talk’ that helps make brands and spurs sales.  Since early 2010 Beverage Underground Radio has been broadcasting a lively, entertaining and informational ‘Bar-Talk’ Radio Show and for the past several months have appeared on the highly rated local ESPN affiliate Station. Beverage Underground Radio ‘After Dark’ is hosted by Larry Genta and his co-host Chelsi Murphy and it air every Thursday night.  Hear the latest show here.

But for the Beverage Underground team it’s about growing the network to the people that uncork the wine, mix the drinks, change the kegs and pour it on…in the trenches.  Through our technical partner Russell Benzing at Benzing Technologies, Beverage Underground has become leaders in social media marketing to reach the bar staffs and ‘new’ consumers of beverage alcohol. Every week tens of thousands of friends, fans, a growing email (icontact) group and visitors to www.BeverageUnderground.com . Every day more people find BeverageUnderground on Twitter, facebook, Digg and a bunch of other social sites.

Smokey has had a career of sales, service and promotions that has revolved around the beverage industry. From selling shots to champagne and from spirited product introductions to brand management, his experience, creativity and knowledge of the all tiers of the beverage sales is utilized as a Hospitality Consultant who has been called ‘The Bar Mechanic’. He has the most versatile approach to the industry with experience with operational skills to repair and rebuild Beverage Programs to not only concentrate on loss prevention and sales enhancement…but as is a creator of restaurant and bar themes as well as write service manuals.

Known for his innovative, promotional and entertaining approach to bar sales, Smokey’s signature cocktails and creative style of mixology have gained local regional and national attention. He founded The Suncoast School of Bartending in Fort Myers in 1983, and is best known to all of SW Florida as the first area show bartender and bar manager at such legendary Ft Myers locations such as Norma Jean’s, Babaloos, Elations and Louies’ Airport Lounge. He also worked for the founder of the Bubble Room, and in Naples, he was the singing bartender at The Witches Brew and later operated, managed and promoted Hollywood Knights and Club Oasis.

In the 90’s he  joined the wholesale/distributor side and while he won numerous sales and marketing awards, he was known by his accounts as a sales consultant and ally.  He became a Charter Member of the Ketel One Founder’s Club, and was a past winner of Brown-Forman On-Premise Man of the Year; numerous company awards followed him during his years with both National Distributing Company and Southern Wine & Spirits.

Smokey left the industry to help an old friend that he had worked nightclubs with in a new venture. The professional wrestler Diamond Dallas Page hired Genta as his ‘go-to guy’. ‘Smokey’ became a publicist, business manager, public appearance coordinator and career consultant. Genta researched and co-authored ‘Positively Page…The Diamond Dallas Page Story in 1998.

In 1999 Genta was the driving force, co-owner and Marketing-Sales Director of Coffaro ‘Italian Style’ Beer, a craft beer brewed in America with Old World Tradition…and New World Pride’,  that targeted sales to Italian themes. The product went to market in 2000 in New Jersey,and quickly grew to Pennsylvania and New York. Coffaro Beer was a popular and a regional favorite and  was adopted by Italian-Americans Celebrities from former Mayor Rudolph Guiliani, and  to Yankee Hall of Famer Phil Rizzuto. The beer even was seen in episodes of The Sporanos in Season Four and was a backstage after-party regular at Bruce Springsteen Concerts.  As Coffaro Beer prepared for critical mass preparing for an October 2001 launch in New York City with a float and appearance in the annual New York City Columbus Day Parade…our country suffered the loss of freedom with the 9/11/2001 attacks.  The economic fallout was too much for the brand and investors to weather.

His term “Outrageous Cocktails” began in 2003 ago when  BluSushi a 44-seat neighborhood strip mall sushi bar hired “Smokey’ to create and design an exotic cocktail menu to help differentiate them from other sushi-sake-Sapporo experiences.  ‘Smokey’ Genta was the perfect match for the brother team of Kevin and Billy Mak, the talented and award-winning Sushi Masters and together they would establish BluSushi as Southwest Florida’s premier sushi and cocktail experience.

After seeing and sampling the Sushi that the Mak brothers created for Blusushi ‘, Genta said, “The sushi is art…the cocktails have to be Outrageous!” The bar was small, and the staff was young and willing to learn and Genta’s signature cocktails with names like Aloha Mr. Edison, Butterfly Kisses and Cosmotivation became guest favorites and sales leaders.  The cocktails provided profit and the concept grew.  Genta later returned   to open a third location  for BluSushi in 2007, an quickly establish a new level of cocktail service.  His signature ‘Outrageous Cocktails’ grew in number and popularity and he designed the CoCo Pink Channel Martini expressly to raise money for Breast cancer efforts of the Susan G. Koman Southwest Florida Affiliate. That drink was created in 2007 and continues to create awareness, raise money and generate Business.  ‘Smokey’ Genta  later was commissioned by the Southwest Florida Chapter of the American Cancer Society to create what he called ‘The Heart String Bikini Martini’ for the ‘Go Red for Woman’ Campaign of 2008 and 2009.

Today, Larry ‘Smokey’ Genta continues to be a pioneer in the ever-changing beverage business creating signature Outrageous Cocktails that have earned the interest of spirit brands, national publications and both independent and chain retailers. He has created cocktails and managed promotions from product launches to recipe and flair contests.  Beverage Underground.com was created for his love of the business and the members of the Hospitality & Tourism fraternity, and as a ‘sales and service’ trade magazine that would introduce the people, products, promotions and places that were making a difference in our industry.

A published author and contributor to trade magazines, Genta maintains his position in the industry through the affiliate sites of Beverage Underground.  Despite his accomplishments and varied hats…Genta considers himself ‘a bartender’ who has an affinity for both post-prohibition alcohol history and the promotion of the future of the beverage alcohol industry.

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