How to sound like a wine expert

How to sound like a wine expert

Most people feel intimidated when it comes to wine. Jonathan Ross, the head sommelier at Eleven Madison Park, to explains some of the basic terms you’ll need to know to sound like a wine expert


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Why This Venture-Backed Startup Decided to Hold Its Launch Event in Anchorage, Alaska

Plus-size fashion companies are having a moment, scoring funding and inking trendy partnerships at an unprecedented rate. The latest entry in the category is Part & Parcel, a “social commerce community” for plus-size women offering basics from sizes 14 to 36.

While Dia&Co is pursuing the plus-size market as a subscription service and brands like Universal Standard are popping up as retail locations and in Target, Part & Parcel has opted for an unusual model: the company’s structure is reminiscent of a multi-level marketing (MLM) platform—a business model that has been criticized as risky to the point of making “gambling look like a safe bet in comparison.” Yet founder Lauren Jonas says she’s fully aware of the problems with MLMs and has taken steps to protect the women who buy and sell Part & Parcel.

Part & Parcel founder Lauren Jonas.

Part & Parcel founder Lauren Jonas.

The gist is this: Part & Parcel sells its small collection of apparel and shoes (all footwear is wide width) via “partners,” or women who sign up to evangelize the products to their networks. But unlike traditional MLMs, those women don’t have to buy up inventory before they can start to sell. Instead, the money they put into the gig is limited to a $125 sign-up fee. There’s also no way for women to make more money from recruiting other women as sellers, preventing the structure from turning into a pyramid. Instead, sellers make a 30% commission on any Part & Parcel products they sell to their network. Items are priced at $118 for a dress or $128 for a classic cigarette pant.

It was a tricky structure to sell to investors when compared to the easier-to-explain direct-to-consumer model, Jonas found—although the company ended up raising a $4 million seed round led by Lightspeed Venture Partners. But Jonas was committed to the business model as a way of solving another problem facing plus-size women—one that goes beyond their wardrobe.

“The plus-size population is one that faces an inordinate amount of workplace discrimination. She is also economically and socioeconomically impacted as a result of her size,” Jonas says. “I wanted to create a company that … put money in her pocket. Rather than putting money into the hands of advertisers, as you would in a direct-to-consumer context, I wanted to put that money into her pocket to try to solve some of the systemic problems.”

It’s an attitude reflected in Part & Parcel’s launch strategy. The startup went straight to Anchorage, Alaska for its launch event, hoping to reach a market where most women are plus-size, unemployment and poverty are high, and women face a “clothing desert,” with retailers like Walmart closing and fewer options when shopping online with limited shipping.

Jonas founded the business after four years leading expansion at Poshmark and a decade as a plus-size blogger under the moniker “The Pear Shape.” The insights she gained there led her to develop the other element she hopes will distinguish Part & Parcel: “dimensional sizing.” Customers can choose a size with more room in the bust or arms, for example, while keeping the rest of the garment the same, an arrangement meant to solve common problems like button-downs that gape across the bust, or blazers that are too tight in the shoulders.

Lightspeed’s investment in Part & Parcel is the venture firm’s first in the plus-size category; investor Jeremy Liew was convinced by Jonas’s personal understanding of the industry and the company’s unique approach to the category.

“I’m a plus-size woman, a size 20-22. I have been [plus-size] since I was 10 years old,” Jonas says. “I wanted to make that personal experience accessible to women around the country.”

More must-read stories from Fortune:

—How to stop automation from leaving women behind

—SoftBank’s Kirthiga Reddy says the fundraising “environment has changed”

—Why luxury fashion sees the sustainability movement as an opportunity

—The Fortune 500 has more women CEOs than ever before

—Listen to our new audio briefing, Fortune 500 Daily

Keep up with the world’s most powerful women with Fortune‘s Broadsheet newsletter.

CONFIDENCE IN ENTREPRENEURSHIP | Challenges I Face Being a Young, Black, Woman Business-Owner


Confidence is just as, if not more, important in life than competence. There are some really dumb, yet confident, people in positions of power. Being an entrepreneur takes an incredible amount of confidence for things you probably would never expect. I’m a little over 7 months into being a full-time business owner and confidence is something that I am actively working on building.

In this video, I’m discussing 5 unexpected situations you need confidence for in entrepreneurship, and share a recent personal experience that truly put my confidence to the test.

I hope this video helps you know that you are not alone… that confidence takes constant action and effort… to be patient with your evolution.

// 5 Unexpected Things You Need Confidence For in Entrepreneurship

1. Cold Calls
2. Introductions
3. Decision-making
4. Negotiating
5. Tough meetings

The Confidence Code: The Science and Art of Self-Assurance
(TIP – If you have Amazon Prime, you can download the book on Kindle for FREE!)

// S U B S C R I B E.
New Videos Every Tuesday (& most Thursdays)!

// F O L L O W.

Website |
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// E R I N

I’m Erin and I’m a new full-time entrepreneur. I’m super excited to take you all along this crazy ride as I build my business from the ground up. Starting a business is much more than what influencers make it seem. It takes grit, hard work, and a lot of learning along the way. I’m taking you through the trenches and on the mountaintops with me, giving you a good look inside the life of a startup entrepreneur.

**Disclaimer: This video is not sponsored.

Inside Japan’s Oldest Whisky Distillery

For more than a millennia, a quiet but mighty lifesource has drawn people to a region in Japan that straddles the modern-day Osaka and Kyoto Prefectures. Here, at the base of Mount Tennōzan and at the confluence of three rivers, mineral water flows with such purity that it was recorded in an ancient collection of Japanese poetry during the Nara period, some 1,200 years ago.

Centuries later, celebrated tea master Sen no Rikyū chose the area and its water source, or Minase, to build his tea house. At the beginning of the 20th century, the water’s lore attracted a young entrepreneur named Shinjiro Torii to the small town of Shimamoto. Perhaps this fabled water could be the wellspring he’d been searching for, the missing component in his latest endeavor and the one closest to his heart: developing a whisky delicate enough to please the Japanese palate.

And thus, Japanese whisky was born.

But what makes a whisky Japanese? To figure that out, and to learn how Shinjiro Torii’s Suntory Spirits has become a legend in itself, Fortune ventured to where the fabled Minase waters flow to visit the Suntory Yamazaki Distillery, the first commercial whisky distillery Japan ever saw.

A Whisky Wellspring

Nearly one hundred years after Shinjiro selected Shimamoto as the site of his first distillery, Suntory Holdings Limited is a consumer product giant, reporting more than $23 billion in revenue last year from a range of food, beverage (beer, wine, and spirits), and even health and wellness goods. (In 2014, Suntory announced a $16 billion takeover of Beam Inc., which includes Jim Beam and Maker’s Mark, becoming one of the top five largest liquor distributors in the world.)

But water is still at the core of Suntory’s mission, and whisky—particularly the Yamazki, Hakushu, and Hibiki labels—its celebrated hallmark. Such is their popularity that the bottles can be tricky to track down, and not just in Western markets. Even Suntory distilleries limit the amount of bottles released each morning in their own souvenir shops.

Bottles of Yamazaki whiskies at the distillery in Japan.

Bottles of Yamazaki whiskies at the distillery in Japan.

Courtesy of House of Suntory

In total, there are three distilleries in the whisky segment of the Suntory Spirits empire, and while Yamazaki is the most famous, each has its own character. At Hakushu, an idyllic mountain distillery a few hours outside of Tokyo, water carried down from the Japanese Alps that’s naturally far softer than Scotch distilleries complements the eponymous whisky’s characteristic smokiness. Chita, set against the backdrop of the Aichi Prefecture’s coast, is the only to distill grain whiskies. Yamazaki, however, is Suntory’s flagship distillery, built in 1923 to use the same legendary water source noted throughout history. But because Japan had no commercial whisky distillery before Yamazaki, Shinjiro had a unique opportunity—he got to decide what Japanese whisky would be.

Distilling the Idea

Shinjiro was born at an auspicious time in Japan’s history, shortly after the samurai era came to a close and when the country was eager to join the global conversation. After working in shops as a boy, he opened his own import store in 1899. But Torii Shoten, Shinjiro’s small wine store in Osaka, was merely a study to advance his true ambition of producing on Japanese soil the very styles of wines and spirits he imported. It took nearly a decade, but in 1907, he released the Akadama Port Wine (still in production today as Akadama Sweet Wine), the popularity of which funded construction of Yamazaki Distillery.

Though Shinjiro is widely regarded as the father of Japanese whisky, the founder of competitor Nikka Whisky also claims the title. Shinjiro had enlisted the help of Masataka Taketsuru, a young man who studied whisky in Scotland, for Suntory’s first whisky attempt, which failed gloriously. Released in 1929, the Shirofuda (or White Label) whisky and its bold smokiness was too forward too fast for a population that favored subtler flavors. As Suntory global brand ambassador and former master distiller Mike Miyamoto explains, it’s the equivalent of visiting Japan for the first time and sitting down to a truly authentic Japanese meal—it would be simply too foregin to enjoy. The pair parted ways, and Masataka founded Nikka Whisky shortly thereafter.

Whisky fermenting inside the Yamazaki distillery.

Whisky fermenting inside the Yamazaki distillery.

Courtesy of House of Suntory

After that, it took some time for Shinjiro to land on a method and recipe that Japanese drinkers could embrace. but in 1937, Suntory Whisky (also known as Kakubin, so called for its square bottle) did just that. The secret formula? Japanese craftsmanship.

Crafting an Experience

The Danish have hygge, that untranslatable feeling of coziness, but the Japanese have monozukuri. A nuanced term and relatively new to Japan’s lexicon, monozukuri refers to manufacturing and production, but with a commitment to craftsmanship and continued improvement and an emphasis on the act of making. In a way, the word blends Japan’s tradition of ritual and practice with its evolving industry.

In essence, that’s what informs Suntory’s practice. The company’s heart beats philosophy, employing balance and harmony in the whisky-making while drawing upon intrinsic Japanese values, including reverence for nature. While Suntory had the benefit of defining Japanese whisky to a degree, its blenders didn’t have the access to variety that Scottish producers did. Yamazaki had to produce its own library of distinctive whiskies in order to create complex commercial spirits, evidence of which is on display in the museum at Yamazaki Distillery, with thousands of bottled whisky expressions spanning decades lining the walls from floor to ceiling.

Every whisky that goes to market, including the single malts, benefits from precise blending orchestrated by Suntory’s lineage of master and chief blenders. The rich, complex profile of Hibiki Japanese Harmony, for instance, represents all three distilleries in five primary component parts: Yamazaki’s American white oak, sherry, and mizunara (or Japanese oak) malt casks, plus Hakushu’s smoky malt and Chita’s grain whisky. The Yamazaki 12-year, on the other hand, is made solely of malt whiskies from the Yamazaki distillery, namely those aged in white oak, sherry, and mizunara casks.

A flight tasting of different Yamazaki whisky at the distillery.

A flight tasting of different Yamazaki whisky at the distillery.

Courtesy of House of Suntory

Basically, it’s the flavor equivalent of painting a sun by mixing together the hues yourself as opposed to using a premade orange watercolor pan—the dimensional complexity is tangible.

You can taste it for yourself at the Yamazaki Distillery, which is open to the public and easy to access, just a short subway ride from both Osaka and Kyoto and a 10-minute walk from Yamazaki Station. There’s no cost to wander the grounds and explore its museum and extensive whisky library, but a reservation is required. You can also sip your way through specialty and hard-to-find pours available for purchase at the tasting counter. It costs about $10 U.S. for a guided tour (tasting included) through the production facilities, a highlight of which is learning about the tricky mizunara barrels, which are handmade by Suntory’s own coopers. But take note: Tours often fill up weeks in advance, so plan accordingly—by which we mean start in the onsite souvenir shop to score those limited release bottles, bound to sell out by lunchtime.

A Continuing Culture

The House of Suntory is more than its parts—more than whisky or sweet wine, more than sakura-infused gin and canned coffee, more than the varied products of one man’s vision. Because even though Suntory is known as the founding house of Japanese whisky, what’s not as widely recognized is that Shinjiro, by way of his company, is responsible for bringing Western bar culture to the East, introducing not only products but also ideas previously foreign but now deeply ingrained in Japanese culture.

The first nude advertising poster in Japan’s history was a promotion for Akadama Port Wine in 1922 (and went on to win first prize at an international poster competition in Germany). In 1931, Suntory hosted the country’s first cocktail competition. The post-war era saw Torys Bars—watering holes named for Torys whisky that served basic cocktails featuring Suntory spirits—popping up across Japan. By 1960, Suntory had introduced its first highball in a can, now a staple of social drinking.

Today, bars in Japan and beyond carry Suntory highball machines, which are partially responsible for egging on the latest highball revival. Part refrigerator and part tap, the machine pours a perfect whisky-soda highball every time, low in alcohol content but highly refreshing. The U.S. got its first highball machine not long after the 2016 launch of Toki, the first of Suntory’s whiskies to be available in the States before Japan, and the buzz it has created keeps growing.

In ways, Shinjro’s no-longer-modest venture has come full circle, from importing Western goods and trends to nearly being sucked dry by Western demand, continuously finding ways to keep everyone’s glass half full.

More must-read stories from Fortune:

—Move over rosé, hard seltzer is the new drink of summer

—The wine country tasting room is dead. But long live wine country

—Know what to look for to find a great rosé

—The 6 most interesting new whiskies you should be drinking right now

—Listen to our new audio briefing, Fortune 500 Daily

Follow Fortune on Flipboard to stay up-to-date on the latest news and analysis.

Bigger Isnt Better With Seattles Newest Restaurants

When Vinnie’s Raw Bar opened this week in the hallway-like space between Chris and Anu Elford’s spacious, much-acclaimed two-year-old sibling bars Navy Strength and No Anchor, it followed a trend among recent restaurant openings in Seattle: smaller spaces activated by passionate restaurateurs with super personal concepts, thriving on face-to-face interaction.

“We want to meet our neighbors,” says Chris Elford. The bar has about 10 seats, and there are another 20 at the tables—including some all-ages seating, the first time they have had that in any of their establishments. Previously, they’d tried to use the space as a coffee and juice bar, but it has been empty since that closed late last year.

With a menu of “sea-cuterie,” (octopus terrine and salmon pastrami, for example) and what they call “real wines,” (a broader, looser look at natural wines) the pair talk about the new concept with the kind of wide-eyed excitement of new parents. While they’ll have a few cocktails and a few beers, the focus lands squarely on the wine list—curated by New York transplant and industry vet Bryn Hagman. “Fun, honest, approachable” is how Elford describes her list, which is short, holds nothing over $75 a bottle, and has plenty that you won’t find elsewhere in town. Because the bar is so small, Hagman and the Elfords are able to ensure they can offer the kind of guidance necessary for such a small and precise list.

Oysters, octopus and seafood galore at Vinnie's Raw Bar soft opening.

Oysters, octopus and seafood galore at Vinnie’s Raw Bar soft opening.

Courtesy of Bryn Hagman

It’s the kind of playful, niche idea that Seattle has seen a lot less of in the last few years, as real estate prices skyrocketed and the labor market dried up. For a long time, that double whammy seemed to keep restaurateurs playing it safe with proven concepts and well-established spaces. But perhaps with the right spot, the time has come for the city’s culinary professionals to innovate their way into better—but not bigger—restaurants.

That’s how Mutsuko Soma ended up opening her 20-seater restaurant Hannyatou this spring: the right space opened up. When she heard about the vacancy two doors down from her renowned soba shop, Kamonegi, Soma’s ears perked up. Honored by Food & Wine in April as one of the best new chefs of 2019, Soma knew the former Lama G’s Café spot wasn’t big enough for a second full restaurant—but the spacious patio area that came with it was perfect for expanding her vinegar-making, fermentation, and pickling experiments. So she turned it into a sake bar modeled after Edo-period liquor stores.

Onigiri with jalapeño cheese bagel miso on top at Hannyatou.

Onigiri with jalapeño cheese bagel miso on top at Hannyatou.

Courtesy of Hannyatou

The food all comes off portable burners and is designed to pair with the drinks: heavy on the seafood, fermented foods, and creativity. She makes miso out of fermented jalapeño cheese bagels (and stuffs it into rice balls), uses local rhubarb to pickle in imitation of Japanese plums, and in the crowning touch, churns ice cream made from sake lees—the byproduct of making the rice wines. And the sake itself—each of the 20 bottles on the list is available by the glass—has nearly as broad a range of flavors, something that will surprise folks used to taking whatever their local sushi bar will pour. Soma and her partner in the bar, Russell King, are able to guide patrons through the different styles and flavors of sake—no matter their level of knowledge about the drink—thanks to the small bar’s intimate nature.

Mutsuko Soma and Russel King inside Hannyatou.

Mutsuko Soma and Russel King inside Hannyatou.

Courtesy of Hannyatou

The smaller space trend isn’t limited to just cocktail-focused restaurants. Hideaki Taneda skipped offering a wide array of sushi by the piece at his eponymous spot, instead opening the nine-seat, omakase (set menu) sushi bar earlier this year, where he faces and serves every customer. Not far away, By Tae opened a lunch-only casual eatery with much the same style late last year, but for a much lower budget: a $25 set menu, plus a few takeout-only bento boxes for those not willing to commit to the full meal. And the breakout star of Seattle’s fine-dining scene since last December has been Archipelago, where just eight diners each night get to experience 10 courses of whatever Filipino-inspired dishes Aaron Verzosa has dreamt up that night.

While the real estate and labor shortages in Seattle have been blamed for constricting the city’s exciting dining scene, folks like Verzosa, Taneda, the Elfords, and Soma have managed to seize upon an intersection of their own creativity and turn the traditional limitations on opening restaurants into a format giving them, if anything, a bit more freedom, while offering diners an intimate and incredible experience to boot.

More must-read stories from Fortune:

Oaxacan cuisine looks poised to make its mark with U.S. diners

Israeli pastries get a New York City makeover at this six-seat bakery

—To combat food waste, these Brooklyn businesses teamed up to brew bagel beer

—Toronto is home to a thriving Syrian food scene

—Listen to our new audio briefing, Fortune 500 Daily

Follow Fortune on Flipboard to stay up-to-date on the latest news and analysis.

What The Enterprise Rental Car Experience Will Teach You About Business

Even a simple trip to Enterprise Rental Car can provide valuable insights that will help your business and how a few “extras” offered to a buyer can make a significant difference in your revenue.

For more great tips go to with “Results Lady”, Michele Scism – Business Coach and Business Strategist from

What It Takes To Survive Coast Guard Boot Camp

We spent four days inside the United States Coast Guard’s intense, eight-week basic training program in Cape May, New Jersey. Coast Guard recruits undergo an intense journey that’s heavy on both academic and physical challenges. What sets it apart are the brutal “smoke sessions,” where recruits are disciplined as a group for mistakes made by individuals in their respective companies. We were embedded at Training Center Cape May for four days, allowing us to see different companies at various stages of the program, culminating with the emotional graduation ceremony on the Friday of week eight. 

Tracking Drug Smugglers And Unauthorized Migrants With The Coast Guard In Miami

What New Army Cadets Go Through On Their First Day At West Point


#CoastGuard #BootCamp #BusinessInsider

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What It Takes To Survive Coast Guard Boot Camp
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How to Eat, Drink, and Appreciate Cannabis at Restaurants

On a recent evening at the James Beard House in New York City, guests decked out in fine dining attire gathered for an intimate dinner party. The James Beard Foundation had once again invited its members to enjoy cocktails, food, and wine while mingling with the makers themselves. However, what made this dinner party different was that the key talking point— terpenes (more on that later)—was something about which this group of seasoned foodies knew very little. And what made it memorable was that a leading voice in the culinary industry showcased how cooking with cannabis can elevate cuisine even in the absence of a high.

Though it takes plenty of moving parts to assemble a restaurant, cannabis has the rare opportunity to create sweeping changes across the entire hospitality industry. The incorporation of cannabis products into the dining room given its devoted fan base can have a serious economic impact on a restaurant’s bottom line, not to mention impact the dining experience. The National Restaurant Association recently released a report finding that almost 77% of chefs surveyed chose drinks and food infused with cannabis and cannabidiol (CBD) as the top two trends in the industry for 2019.

However, before restaurants and guests can officially embrace this plant without fear of retribution, federal and state officials will have to agree on a plan—a process that has proven thus far to be extremely complex.

The Law (As of Today)

It’s unsettling to think the meal you are eating could have you entering a plea by the end of the night, but the legality of consuming cannabis is a topic of debate.

The United States Drug Enforcement Administration (DEA) in accordance with the Controlled Substances Act (CSA) currently classifies marijuana—the dried leaves, flowers, stems, and seeds from the hemp plant cannabis sativa—as an illegal, Schedule 1 drug. Schedule 1 drugs are classified as “drugs with no currently accepted medical use and a high potential for abuse.” Though cannabis is comprised of many different chemical compounds, delta-9-tetrahydrocannabinol (THC) is the one that has made the plant a source of controversy because of its mind-altering properties.

Because of this, federal and state governments have different laws regarding the use of medical and recreational marijuana. While marijuana is considered an illegal substance by the federal government, states have passed laws which have legalized the drug for both medical and recreational use. Currently, 11 states and the District of Columbia have legalized marijuana for recreational use, with 33 states legally approving marijuana for medical use.

Hudson Hemp products at the James Beard House dinner.

Hudson Hemp products at the James Beard House dinner.

Courtesy of Timothy Murray

However, since federal law overrides state law, cannabis consumption is not without personal risk. Even in states like Maine that have legalized cannabis for recreational use, there have been bans instituted by state health departments on stores selling food made with CBD—one of the many non-psychoactive components of cannabis—due to health concerns.

Despite the conflicting viewpoints and growing pains, there appears to be progress in clearing up this gray area. The passage of the 2018 Farm Bill Act by the federal government legalized the production of hemp, a cannabis varietal that has less than 0.3% THC. The act also expanded hemp cultivation broadly outside of educational pilot programs and allows for the transfer of hemp-derived products across state lines for commercial purposes.

Perhaps most importantly, the new law does not put a restriction on the sale, transportation, or possession of hemp made products as long as they were produced in accordance with the law. This model provides a starting point for farmers, distributors, and hospitality professionals to work together in order to build a food system that is completely in compliance with both state and federal law.

While we wait for the government to figure it all out for cannabis, we may as as well decide on what we’re having for dinner, which means taking a look at what an actual menu might look like.

Cannabis Menu Speak: Terpenes, Cannabinoids, Oils, and Dosage

While chefs and servers are no stranger to explaining ingredients and preparation techniques to guests, adding cannabis to the menu will likely require additional conversations. For Chef Holden Jagger, the chef behind the James Beard dinner “An Exploration of Terpenes,” that meant breaking things down to the molecular level.

“The best thing about terpenes is that every single bar and restaurant in America is already using them and doesn’t even know it,” says Rachel Burkons, Jagger’s sister and co-founder of the cannabis-focused hospitality group Altered Plates. “Terpenes are aromatic molecules that are responsible for flavor and aroma in a wide variety of fruits and botanicals, including very common ingredients. They are also responsible for the flavor and aromas of cannabis, and combined with a specific variety’s cannabinoid content, can guide the ‘experience’ of a specific variety.”

Altered Plates brother-sister team Chef Holden Jagger and Rachel Burkons.

Altered Plates brother-sister team Chef Holden Jagger and Rachel Burkons.

Courtesy of Timothy Murray

If terpenes help attract the nose and mouth, cannabinoids can be thought of as encouraging healthy behavior for the body. Research suggests cannabinoids interact with the human endocannabinoid system (ECS) and can trigger various physical responses in individuals, such as a sense of relaxation or reduced inflammation. However, they do not make people high, unless they are being activated by THC. Like other plants, there are plenty of ways chefs can prepare them, with some of the most popular infusions coming in the way of oils, butters, and honey. A cannabis-focused dinner might also include the stems, seeds, and flowers from the plant in order to provide a full sensory experience.

No matter what food or drink you’re enjoying, portion size should come into play, and that especially rings true when consuming edible cannabis products with THC, which are typically measured in milligrams. “The fact of the matter is that everyone’s endocannabinoid system is different,” Burkons explains. “What’s just right for one person may be too much for another, and not do a thing for somebody else. But when guests don’t know yet where they land on that scale, or what type of cannabis experience they prefer, the industry standard is “start low, go slow.”

Often, people who ingest THC might not feel the effects until 45 minutes to an hour later, so there’s a significant responsibility on servers to explain all of the necessary information in order to ensure the safety of all guests.

Where to Make a Reservation: Private Dinners, Neighborhood Joints, and…Consumption Lounges?

The legal complexities of the cannabis industry as they stand have made incorporating cannabis into restaurants difficult. “Businesses may feel the pinch of limited banking services most acutely, as federal laws strongly discourage federally chartered institutions from providing essential banking services to anyone within arms reach of a cannabis plant, “ says Andrew Aamot, president and CEO of Colorado’s Sträva Craft Coffee, which makes a CBD-infused coffee that it distributes to restaurants and cafes.

Because of these constraints, hospitality professionals that are involved with cannabis have chosen to pursue the private events route like Altered Plates, or partner with companies that make cannabis-related products in order to showcase them at their place of business. Though chefs might not be actually making cannabis dishes in their own kitchens just yet, several restaurants have given their guests a sense of what might be expected.

Watermelon margarita with Azuca hemp infused syrup at Bubby's.

Watermelon margarita with Azuca hemp infused syrup at Bubby’s.

Courtesy of Alexander Stein

At Bubby’s in New York City, owner Ron Silver found a way to combine his passion for cannabis into his family friendly dining room. Silver, founder and chief creative officer of Azuca, uses several infused syrups in drinks at his restaurants. Top Chef alum Spike Mendelsohn has a line of CBD-beverages, PLNT, available at his Springfield, Va.-based pad Vim & Victor.

Naturally, guests have brought with them plenty of preconceived notions. “We’ve been serving CBD coffee in Colorado for two years, and it’s been a challenge to educate our customer base,” explains Blue Sparrow Coffee owner Jeffrey Knott. “We have people visiting our cafe every day from out of state and as soon as we mention CBD coffee we get adverse reactions like, ‘Oh, I have to drive,’ or ‘My company has regular drug screenings.’”

In an industry where profit depends on how quickly tables get turned, the logistical challenges of accommodating the invariable questions that come along with consuming cannabis might prove to be more time consuming than first anticipated. That is why an alternative solution has been discussed by members of the cannabis hospitality industry.

Much like Prohibition unintentionally gave rise to speakeasies, the idea of dedicated cannabis-friendly consumption lounges is appealing to some members of the community. Altered Plates is currently working on opening one of the City of West Hollywood’s onsite consumption lounges, slated to open in 2020. These lounges are expected to pave the way for the true restaurant-level cannabis dining experiences, but the City of West Hollywood has released only eight of these permits thus far.

How to Make the Most Out of Your Culinary Cannabis Experience

The emotional and physical experience guests have while dining will ultimately determine the long-term success of culinary cannabis concepts. Though some people might question the idea of consuming cannabis in a public setting, trying new foods and drinks in the company of friends has always been a longstanding tradition of dining out.

Equally important, people who don’t enjoy drinking alcohol now have an alternative option when socializing in public. “I’m pretty new to this, but I think as a cook and a diner, I want a gradual build-up of flavors and dose,” says Chef Nicole Rucker of Los Angeles’ Fiona Bakery. “To start, I want some delicious bread or perfect radishes slathered with or dipped in a THC and terpene butter so the progression of the meal is front-loaded with the largest dose.”

Gabe Kennedy, a Culinary Institute of America-trained chef and co-founder of Plant People, advises guests to approach cannabis as you might a traditional meal and rely on your instincts. “Quality is imperative because cannabis is a remediation plant and will suck up any impurities, heavy metals or toxins within the soil. Potency does not equate to quality,” Kennedy says. “You want the flowers to be visually consistent, free of mold or mildew and to have an enticing aroma.”

As businesses and consumers figure out a way to work together, perhaps the greatest feeling of relief will not come from CBD, but the idea we’re in the early stages of helping perfect a cuisine for future generations to come. After all, building a cuisine from the ground up is never easy.

More must-read stories from Fortune:

—The weed industry’s biggest secret? What everyone gets paid

—Jelly Belly creator hopes CBD edibles will be his next magic beans

CBD market could reach $16 billion by 2025

—Walgreens to clear shelf space for CBD products in 1500 stores

—Listen to our new audio briefing, Fortune 500 Daily

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