The Whiskey Counter and the Traveling Bartender
“I started with Jack Daniel’s, which is a Tennessee whiskey, but then I became interested in bourbons and little by little I got more involved in this world. I wanted to try and collect bottles that weren’t available here,” Juan explains.
Over time, his interests diversified, and he began acquiring bottles from different parts of the world. The internet makes things easier, or at least possible, for a collector. One of his most valuable contacts is a specialist in Japanese whiskies, who has procured several unique pieces for him. For example, The Hakushu, a 25-year-old single malt whisky. That bottle, the most valuable in his collection, is from Suntory, Japan's oldest whisky producer, founded in 1899 by Torii Shinjiro.
The bottle is distinguished not only by its flavor but also by the care and craftsmanship of its presentation. It comes in a handmade wooden box, sealed with a five-strand Mizuhiki knot, symbolizing the union of the giver and recipient. This knot represents the essence of Japanese hospitality. Mizuhiki is a traditional Japanese art form that uses braided and hardened paper cords to create knots with different meanings. They are especially used on gift envelopes, at weddings, and for celebrations. It is considered a symbol of good wishes, unity, and prosperity. "Japanese whiskeys have something special. Not only because of the liquid itself but because of the entire ritual surrounding them," explains Juan.
Another of his most prized possessions is a limited-edition bottle of Jack Daniel's, of which only 320 exist in the world. "It belonged to the biggest Jack Daniel's collector in the UK, and I became obsessed with getting it. When I finally did, it was a moment of pure joy," he recalls. The Barrel Strength-Dolphin Inn 19 comes in a black wooden box and includes two whiskey tasting glasses, an original barrel stopper, and a pewter bottle stopper. "If I had to save just one bottle in case of a fire, I would choose that one," he explains. Not because it's the most expensive, but because of what it represents in his journey as a collector.
The bar of dreams
Despite collecting whiskies, Juan doesn't consider himself a mere hoarder. He has tasted many of his bottles and enjoys sharing his knowledge with other enthusiasts. "For me, whisky is more than a drink: it's history, tradition, and art. Each bottle has a story to tell, and that's what I'm passionate about," he concludes. In his search for other whiskies, he came across Hidden Bar, an experimental cocktail bar led by renowned bartender Gerson Arteaga.
After becoming friends, they decided to open a new space together that combined their shared interests. A place where Juan could collect and offer the world's finest whiskies, with a bar where Gerson would have complete freedom to create his cocktails. Thus, Booze Bar was born, a space in Lima's Miraflores district where the best whisky labels coexist with a constantly evolving cocktail menu that always tells a story, and a kitchen that responds to the drinks served, not the other way around.
Together they designed a dimly lit bar with velvet banquettes, inviting guests to savor their whisky experiences. Here, they host tastings that explain the nuances of each whisky and its history, aiming to spread whisky culture and help others discover its richness. Booze Bar has been recognized as one of the ten best new bars in Latin America, according to Tales of the Cocktail and Forbes magazine.
Beyond a glass of whiskey
In addition to rare labels and impeccable service, Booze Bar offers complete whisky experiences. For example, The Macallan offers the opportunity to sample different varieties of this brand, with a pairing created for each course and a tasting on the rocks with ice made in a copper press, which allows for the creation of perfect ice spheres using pressure and heat. Thanks to copper's thermal conductivity, the ice melts only in the contact areas, quickly shaping it without the need for mechanical force.
They also offer an experience called Suntory Time, a nod to the film Lost in Translation. In the movie, the character Bob Harris, played by Bill Murray, goes to Tokyo to film a whisky commercial. The iconic line Bob says in the commercial is, "For relaxing times, make it Suntory time." This experience includes a tasting of three Japanese whiskies from the two leading distilleries: Nikka and Suntory, and a cocktail made with Roku Gin, a premium Japanese gin produced by Suntory, which incorporates cherry blossom, sencha tea, sansho pepper, and yuzu peel.
A traveling letter
Booze Bar advertises itself on social media as a place without happy hour, without bad music, just great drinks. An intimate and welcoming spot in the heart of Miraflores, with attentive service that reflects passion and expertise. Everyone on the staff is a bartender, so the recommendations are spot-on and precise. If you're undecided, it's almost like going to a good doctor who, after asking a few questions, will prescribe the perfect drink for you.
While you can order any classic cocktail and it will be executed to perfection, Arteaga has a menu of signature drinks with a powerful story behind them. After a long trip throughout South America, he drew inspiration from mariachis, samba, and cumbia to create a collection of cocktails named after each country, reflecting its flavors, aromas, and ingredients.
Peru is made with Italia Huamaní pisco, purple corn pudding, and ginger ale. Argentina is a twist on the classic Fernet and Coke: the soda used to make this drink was made in the same bar. Colombia includes rum, lulo juice, and Licor 43. And Mexico has tortilla flavors, with a blend of Altos Plata, agave honey, sour mix, and sweet corn.
Off-season, they offer cocktails from past menus, such as their classic Cheese Tart, a cocktail made using the fat-wash technique. This technique, which infuses a spirit with a fatty ingredient (such as cheese, butter, or bacon), adds texture and flavor. It is then filtered to remove the fat and reveal new flavor profiles in mixology. The Cheese Tart is made with vodka, blue cheese, vanilla, sherry, and bourbon, resulting in a cocktail with a very interesting range of flavors and a full body.
Juan and Gerson make a perfectly complementary duo. While Gerson enjoys and explores behind the bar creating his signature cocktails, Juan has not only built an impressive collection but has also managed to make his passion a fundamental part of his life. From the first bottle he acquired to the most exclusive editions he owns today, each one tells a story. And for him, that's what truly matters.
