Confidence for your concept & lifestyle!



We believe the power of Liquid Courage comes from the confidence it provides and make it our mission to spread confidence to all aspects of the hospitality industry in a way that promotes comradery, mentorship, and lifestyle balance

We bring together industry professionals who share a passion for hospitality to collaborate on projects and events that bring people together and create a positive impact on modern drinking culture

We believe the social nature of our industry gives us a platform from which to share our experience and creativity while providing value through social responsibility, environmental sustainability and continued education

We are passionate about creating mentorship opportunities that promote a healthier lifestyle for the beverage industry and work with multiple organizations to benefit our community

Above all we believe the strength of our industry comes from cultural diversity, respect and equality and it should be enjoyed responsibly within a balanced lifestyle


Joe Frade

Bar Programs & Mixology

Joe is a Marine Corps veteran and a dedicated service industry professional. He has been part of multiple hospitality projects ranging from fine dining to nightclubs and boutique hotels. His love for the service industry originated from his military experience working in a fast-paced environment involving small unit leadership. He studied Public Health and Exercise Science at Portland State University and believes that “life is about choice so don’t choose a job, choose a lifestyle.”

See Joe in the press