Michael Bowles has an extensive background in the hospitality industry, having grown up working in his father’s restaurants and bars. His interest in wine and sake blossomed during his time at the university in Washington, DC, and his career in fine dining. This passion led him to Tokyo, where he pursued work as an actor and executive recruiter. Over eight years in Japan allowed him to learn Japanese and deepen his knowledge of food and wine.

Upon returning to the United States, Michael settled in Los Angeles and became part of the opening staff at Wally’s Beverly Hills. There, he curated a sake-by-the-glass program to complement the restaurant’s seasonal and retail selections. Today, Michael remains an integral part of Wally's Beverly Hills, where he can often be found behind the bar.

Currently Sales Manager at Soto Sake, California, with a B.A. in International Affairs, focusing on East Asian Studies from George Washington University, Michael is an experienced buyer with a demonstrated history of working in the wine and spirits industry. He is skilled in negotiation, market research, management, interviewing, and business development. Additionally, Michael Bowles serves as a judge at the USA Spirits Ratings, bringing his expertise and insight to the competition. Read the full interview below.

Can you share a bit about your journey into the world of spirits?

I worked as a bartender, wine and spirits sales associate, and sake buyer for over 8 years with Wally's Beverly Hills. I worked closely with the spirits buyer and retail and bar managers. I was fortunate to visit distilleries and breweries both here in the US and in Japan where I lived for several years before moving to California.

The USA Spirits Ratings are known for their holistic judging criteria. In your opinion, what sets these criteria apart, and how do they align with what today's trade and consumers are looking for?

All of these aspects are instrumental in the purchasing process. Packaging and marketing are often the first to catch the eye of the consumer, and the price is often reflected in the quality of the materials. Value and quality of taste are much more firmly intertwined: the more a consumer is paying raises the expectations for complexity, a longer finish, and mouthfeel.

Considering the diverse aspects of Spirits assessment—such as quality, value for money, and packaging—how do you balance these elements during judging, and which do you find most challenging to evaluate?

Quality is the most challenging, as you have many points of comparison, both in the judging flight and with all of the top sellers we are familiar with. The value is easier to note as we all have a grasp of wholesale and retail prices among competitors, and it is important to keep in mind the target audience to which the packaging is meant to appeal.

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Competitions often highlight trends within the spirits industry. Based on your experience as a judge, can you identify any emerging trends that are gaining traction?

While agave-based mezcal and tequila have been increasingly popular for several years, there has also been strong growth in shochu selections from Japan. More importers are bringing more of them into the market, and it has become an increasingly visible component on beverage menus, particularly with the flexibility it gives to beer and wine-licensed accounts. Non-alcoholic spirits are another growing category with more competition.

Feedback from judges is a crucial component of the USA Spirits Ratings. How do you approach giving constructive feedback to entrants, and why do you believe this feedback is valuable for them?

Launching a spirits brand is very expensive, and the list of competitors only grows as time passes. Constructive feedback for the producer gives them a fresh perspective so they can align their pricing and marketing. This will put them in the best position when they hit the shelves. It is important to note their strengths along with any weaknesses to increase confidence.

Discover more about the latest developments in the spirits sector, including interviews with leading industry figures, rising brands, and more. Find out what it takes to win a medal at the USA Spirits Ratings, the value of a medal, and why it matters to compete in our competition.