The
Speakeasy
July 2022
Barrel proof stories straight from the
source.
Whiskey Destinations: The Cove Cocktail Bar
The Cove Cocktail Bar is a captivating whiskey and cocktail destination that should be added to your list of places to visit on your next trip to Southern California. It is nestled in the vibrant community of West Covina about twenty miles from Downtown Los Angeles and about thirty miles from Disneyland. It’s been in business as a bar since the early 1960’s. In that time, there has been a remarkable history of patrons, people from all walks of life, who have sat at the bar. Today, there is still a diverse, inclusive crowd that frequents this quaint spot.
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Behind the bar, you will find a professional staff that is knowledgeable and dedicated to their craft. They dish out incredible creations that pay respect to the traditions of making cocktails as well as challenging the status quo, with exciting new creations for all to try. In addition to their legitimate knowledge and expertise about the spirits they serve, The Cove is quite active on social media with pictures and videos of their creations. It is inviting and exciting to see what they are working on.
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The driving force behind the tradition focused success of the bar is the dedicated owner, Greg Carlos. I first met Greg during a pop-up shop for the Whiskey Diet Denim brand that was hosted on location. We immediately bonded over whiskey talk and continued our conversation across several visits. If you look closely at the bottles on the bar and listen to his whiskey journey, you’ll understand that he’s a true whiskey enthusiast.
Read on to learn more!
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Humble Beginnings
In 1954, a small Italian restaurant called Luigi’s opened in the newly built strip center on South Glendora Avenue. There were just a few tables, some booths, the counter, and a modest kitchen to prepare the food. By most accounts, Luigi’s wasn’t anything special and it soon became time to make a change.
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The Cove Cocktail Bar was born in 1961. It was the first liquor license issued in West Covina and many memories have been made inside those four walls in that time. Greg recalls, “I was fortunate to stumble across a treasure trove of historical documents when I took possession of the bar in 2014. There were original stock certificates, bylaws, meeting minutes, and many other records. These were incredible artifacts for me to get my hands on. It also helped me solidify the stories that the older, regular patrons had passed on to me.”
Whiskey stories, we all know and love them, and some are tall tales that take on a life of their own. Greg loves to visit with his regulars and hear their side, learn about and see their bar experiences and personal mementos. He knows that this is an important connection with his customers, “There were people who frequented the bar long before I was born. They all had stories, and you worry about that a little bit in a bar setting. They are almost like fishing stories that keep getting better every time you tell them. However, when people come in and share their own pictures and memories it brings it to life. I’ve seen photos of wedding anniversaries with the bar in the background, and so many other things like that. It was a whole other world at that time.”
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It is rare to find an establishment with such a rich history that has been able to survive in the bar industry for so long. With Greg at the helm, the bar is dedicated to honoring the traditions of those who helped build up the reputation of the bar, as well as opening it up for new patrons to explore. There are many years of new history yet to be written.
History and the Community
Greg was introduced to The Cove Cocktail Bar by his aunt. She played on a dart team that was a part of a circuit of bars in the area. By 2001, he had moved to the area and started working there. He distinctly recalls that time and how it influenced his mission: “People didn’t take me seriously when I first started because many of them were wearing clothes older than me. I had to prove that I wasn't a know-it-all kid and earn their respect. Learning the crowd around the bar was a whole new experience for me. It was at that time where I realized that being a bartender meant I was in charge of my own destiny. I needed to create a vibe that struck the right balance.”
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In that time, there was also a shift happening in the cocktail business. The early 2000’s saw traditional liquors taking a back seat to things like schnapps and pucker flavors. The bar embraced this direction, but this caused friction between the old and the new crowd. Greg knew it was going to be a very tough job to protect the regulars who were staunch defenders, and the new crowd asking them to scoot over and make room for them.
Why are regulars so protective of the bar? This is a great question. For starters, Greg understands why and actively works to preserve that sense of community that is deeply entrenched with his customers. In the early days, prominent people frequented the location. Greg reflected on this: “There were a lot of important members of the community that frequented the bar. There were judges, law enforcement officers, city council members, and many other people integral to the area. In fact, there was one judge that frequented The Cove five days a week. About 10:00am every day, this person would come in and have a glass of Beefeater Gin on the rocks. He had a large family and would talk about his kids and grandkids. They would go on vacation to places like Switzerland and New Zealand every year, and he’d bring back souvenirs to the bartenders. He was a very well-respected man and I believe there is a street named after him in the community.”
This is history and tradition that speaks volumes to the integrity and craft of the bar. It’s something that can’t be bought, it can only be earned over a long period of time.
Whiskey Traditions
Currently, whiskey is at fever pitch heights of popularity and The Cove sits at the forefront of whiskey destinations in Los Angeles. However, Greg didn’t transform the bar into the whiskey forward place it is without some foresight and hard work. There was a tipping point on this journey, and he recalls it well: “I was with my friend Nathan in Hollywood. I was drinking a beer and he was drinking Maker’s Mark. He told me I needed to try it… and I liked it. It was the right place, the right drink and it set things in motion. I came back to the bar and was looking at all the dusty bottles we had, and they weren’t the good kind. I started pushing the owners at the time and they were resistant to my suggestions for cost and inventory reasons. There were 10 bottles of a Canadian blended whiskey left in our inventory, so it was my job to get rid of these and make room. When we got through that, I was allowed to bring in two bottles of Maker’s Mark. In about six months, we went from two to twelve bottles a week.” From that critical moment, it has just taken off. The bar now serves an impressive collection of approachable and allocated whiskey.
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The Cove is fortunate as it benefits from having long standing relationships with distributors. You’ll find many allocated bottles on the shelf that are ready for beginners to discover and well experienced whiskey people to savor. The space on the bar is limited and it’s important for them to align with products they stand behind and can sell. Greg reflects on these relationships: “We’ve latched onto some good brands and done the right work to support their portfolios. As we have been involved with companies like Sazerac and Heaven Hill, we’ve supported the great whiskey they make as well as the vodka, rum, mezcal, tequila, and everything else they have. Because of the integrity of the relationships we have, we are always in consideration for the allocated brands for the area. Some people tend to overlook us for other areas, but we’ve proven to sell and support everything we carry on their behalf. We’re a bit of an underdog and I think some brands like to see their products on our bar because we have such a great whiskey culture.”
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Greg continued…“When you pull into the parking lot, you’re not sure what you expect before you walk in the door. When you finally go through that door, you’re transported to a whole different world. It centers around the fact that I’m very passionate about it and that I enjoy connecting with people. This has been a real privilege for me.”
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The bar is a great whiskey destination, but it’s away from the traditional areas where people come to visit in Southern California. However, it is worth the drive to experience this truly special spot.
Personal Whiskey Journey
Greg took ownership of The Cove in 2014 and he is deeply involved with its operations. On certain nights, you will find him enthusiastically making drinks and talking to customers. In speaking to him, it is obvious that he is intuitive and perceptive about them. The job of a bartender doesn’t stop at just making drinks. He has great insight into this role: “Sometimes a customer would come in and my instincts would kick in. I would throw the towel over my shoulder, put my arm on the bar and ask them about what happened that day. I could tell by the look on their face that something was wrong.” This is what keeps people coming back.
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On top of that, he’s leveraged the knowledge of the regular patrons to learn about spirits and cocktails. He pointed out: “When I started, it was pure intimidation because of my lack of knowledge. If there is one thing I’ve learned as a bartender, that is your biggest inhibitor. You are less likely to try and introduce someone to something new if you don’t have enough information. There will always be people who know more than you do about spirits, but you need to do your best to not be outsmarted or stumped by a client. You’ve just got to get comfortable talking about what you know with confidence.”
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What about his experiences and personal tastes with whiskey? This is also a great question. As the owner of a bar that features excellent whiskey, there must be some unique whiskey experiences that he’s been treated to. Of course, when asked about the most extraordinary whiskey experience he’s had, he tells a story that does not disappoint. It’s an extraordinary story: “There used to be a private speakeasy in Silver Lake that was owned by Jack Daniels and was not advertised. It was an unmarked building, and it was a private, invite-only experience. They paired whiskey with food and music. It was incredible and I was able to take my husband before it was shut down. At first, he wanted to know if there was going to be something else other than Jack Daniels. I assured him that he’d find something to like. That experience really changed his mind and broadened his horizons. He’s now a Jack Daniels fan because of that amazing experience. Maybe it was the excellent food or the great classic rock music (which I love) that they played… but it went a long way to change my perceptions. It was a truly unique and remarkable whiskey experience.” This is just proof that whiskey is a full sensory and social experience. The right event can go a long way to change perceptions.
Understanding Greg’s whiskey journey is not complete without understanding his favorite bottles. He’s quick to respond that it’s between the George T. Stagg and the Eagle Rare 17 from the Buffalo Trace Antique Collection. He knows that these are hard to find but holds them in the highest regard because of their quality year in and out.
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Greg has put a lot of work into his resume as a bartender and whiskey fan. He continues to work very hard in staying on the forefront of the industry trends. The results at the bar speak for themselves.
A Worthy Whiskey Destination
The Cove Cocktail Bar should be on your list of whiskey destinations on any trip to Southern California. If you are already local, then it needs to be in your rotation of places to frequent. There is a great history associated with the bar and there are good people working to continue that legacy. In some ways, the reputation of this bar goes well beyond the borders of the physical location.
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It is well worth the time to follow their social media content on Facebook and Instagram, which encapsulates the professionalism and competence of the staff. Greg is often featured, but also showcases the diverse group of talent behind the bar, which you will find on any visit. Even if you’re not in the area, it’s worth it to follow them for the knowledge, information, and cocktails they talk about.
Whether you’re a seasoned enthusiast, or at the beginning of your whiskey journey… there is something exciting to be discovered at the Cove Cocktail Bar in West Covina, CA. Get yourself down there, find a spot at the bar, and experience it for yourself! It’s the complete package of knowledge, tradition, and selection.
Now it’s your turn to help make the memories of the future that get written into the history of this unique and wonderful whiskey destination.