About Us

The Beverage Underground Network connects the Hospitality Tourism and Entertainment Industries with informative,entertaining and educational news and links to the products, people, places and promotions that shape our business.

What started as a ‘did you know’ type of blog for bartenders and beverage aficionados has become a source of information that has friends, fans, and followers and one that has become a marketing opportunity that business is taking notice of. We connect, support and are passionate about commerce, business and our industry…one that is so vital to the economy of every community.

Over the past several years we’ve collected and contributed to the information highway but we’ve done it through the ever-changing Beverage Industry.Our mission is to provide news, trends and a look from the ‘underground’ in an entertaining and educational manner.

The Beverage, Hospitality and Tourism Industries connect sales and service with every consumer and we pour it on…from flavored Vodka to flavored water and we listen and watch the trends from the trenches to the board rooms.

Beverage Underground has gained a following by addressing sales, service and marketing techniques and concerns from all three tiers of the beverage Industry.

We introduce the products, people, and promotions of progressive suppliers, distributors, and retailers across the globe with an ‘all-angle’ promotional approach that allows your product and your business, to extend its reach from conventional advertising sources to word-of-mouth endorsements through Social Media, Viral, Electronic, Communal Direct and ‘New Economy’ Value-Driven Marketing techniques.

The Beverage Underground Network is a way to advertise your brand and business* and reach tens of thousands of hard working professionals in the Hospitality Industry. Call us..we know we can design marketing packages and promotions for most any business. Contact us at info@BeverageUnderground.com or call 239-694-5000

WHO WE ARE:

Larry ‘Smokey Genta
Founder-Author-Editor

For over 30 years, Larry ‘Smokey’ Genta has established himself as a leading buyer, seller and promoter in the beverage business, and has contributed to the hospitality industry in a number of ways. Known as the ‘Bar Mechanic’, he is a natural teacher and motivated professional who has a long and successful work history. His experiences in the Hospitality, Entertainment, Broadcasting and Advertising Industries have prepared him to provide both education and insight to clients and colleagues. He created the curriculum and trained hundreds of bar professionals at his Suncoast School of Bartending and is established as a respected and trusted industry leader. Larry Genta has a comprehensive understanding of beverage supplier, distributor and retailer relationships and has notable success at each level. A published author, beverage historian and contributor to countless publications, his experience and travels outside of the food & beverage industry provide insight to media buying, innovative marketing approaches and timely promotions. His trademark cap, Ray-Ban Wayfarers and his nickname ‘Smokey’ go back to the 80′s when he was a showman, working flair bartender, ‘before the movie’.

Rusty Benzing
CTO-Site Creation-SEOO

Rusty Benzing has been impressing Southwest Florida with dynamic web design for many years. His company, Benzing Technologies, provides full service award-winning web design and creation, hosting, and support for all online services. Rusty is a partner, co-founder, Chief Technical Officer and the Beverage Underground Network’s ultimate ‘go-to guy’ for everything from web security to graphic creation. Besides creating our existing web presence, his portfolio includes logo creation, graphic excellence and advancing trends in the area of web marketing. His client portfolio has a scope as wide as his range of abilities. His commitment is key to keeping The Beverage Underground Network and related companies ahead of the technical curve, and his reputation in Southwest Florida serves as a connection and conduit to a vast number of opportunities.

Rick Church
Partner-Video Production-Contributor

Rick Church is the newest member of our team and his contributions are many. The addition of his energy and abilities has established a greater presence for The Beverage Underground Network with his video direction and production. He acts as our on site video producer and director but also edits every video and helps market it. Rick has a long history in radio broadcasting and continues to work in the field both on-air and behind the scenes. He is and avid sports…and sports bar fan and will contribute articles and insight from his perspective along the way.

Evan Church: We are happy to have Rick’s son Evan Church as our production assistant and inspiration. Evan is a student and assists Dad and Smokey on location and behind the scenes.

Kevin ‘KC’ O’Dunn

KC O’Dunn is another long-time friend and radio professional who has and we are proud to say will continue to contribute to the Beverage Underground Network His generous support and the creative production of Beverage Underground Radio can be heard in the BU Network archives, and KC is a writer, commentator, world traveler and student of people and their cultures.

David Moulton (contributor)

One of the leading sports writers, broadcasters and the host of lively sports talk radio on the Southwest Florida ESPN affiliate, David Moulton has been another generous friend and contributor to the Beverage Underground. His Barstool Banter Column was a popular feature in our print editions and all columns are archived online. Moulton is the co-host of Miller & Moulton which airs on 770 AM in Fort Myers and he is a regular contributor to the Naples Daily News. He is has served as the play-by-play voice of Florida Gulf Coast University Sports and in the fall, contributes weekly to the Award-winning CBS College Football Broadcasting team of Vern Lundquist and Gary Danielson.