A true mixologist, caterer and event specialist, Joseph Soto is Miami’s hospitality curator. Bronx born, Miami raised, and of Puerto Rican heritage, Joseph is a self-made businessman; his business being that of creating a memorable experience. He has a deep interest in everything from cars to photography, but his true passion lies in the art of crafting meticulous events as the Owner & Director of Premier Beverage Catering.
The son of a Hospitality professional, Joseph was introduced to the industry at a young age. While earning a B.S. in Business Administration at Broward College, Joseph learned the nightlife and event production field hands-on at the Hard Rock Hotel & Casino in Hollywood, FL. In 2006, he became the Creative Head of cocktail designs and Marketing and Sales Manager for Sonnema Vodka Herb, where he was in charge of educating bartenders and brand awareness. Joseph developed a strong passion for concocting delightful cocktails as a brand representative for numerous liquor companies, paving the way to the launch of his exclusive beverage catering company.
The birth of Premier Beverage Catering in 2009 quickly made Joseph the “go-to” man for brand activations, small events and product showcases in the cultural renaissance of Wynwood. He hand-picked a lively group of bartenders and mixologists and dubbed them “Team PBC”. In 2010, Joseph was promptly sought out by Bad Boy Entertainment to oversee Diddy’s New Year’s Party. Joseph has since established a long list of elite clients, executing private dinners, parties, and Art Basel events for celebrities such as Kim and Kanye West, Drake, Jay-Z and Beyoncé, and Toni Braxton, establishing Premier Beverage Catering as one of the most praised companies of its kind. He has also been a part of producing stylish bars and trendy cocktails for SX Liquors, LeBlon Cachaça, Rums of Puerto Rico, Chivas Scotch Whisky, Hpnotiq and is the brand ambassador for Candela Mamajuana. A “major key” has been the work Joseph has done for DJ Khaled’s We The Best music group, curating elaborate cocktails for music videos and photoshoot placements. Additionally, Premier Beverage Catering has participated in Miami Zoo’s Feast with the Beast and has been featured on Bravo TV’s Million Dollar Listing Miami.
In 2013, Joseph’s devotion to catering broadened and he launched Premier Kitchen & Chef Services, a full-service food and beverage company, to better serve the catering needs of South Florida. Premier Kitchen & Chef Services has showcased at Miami Magazine’s “Best of” Event, won Taste of Miami’s Grand Slam Award for “Best Restaurant/ Catering Company” and the Desafio Goya 2017.
Joseph’s expertise in the art of mixology and his passion for the culinary arts has allowed him to combine his creative talents producing bar-raising cocktails and decadent dishes. A mixologist, a caterer, an event specialist … an innovator, Joseph Soto is Premier Beverage Catering.
What’s the biggest challenge you’ve ever faced while planning an event and how did you overcome it?
The biggest challenge we always face is working against time. Clients always contact us with crazy deadlines, events that are 24 to 48 hours away. Making it all happen and come to life is stressful, but working with a great team and vendors allows us to pull off magic to make clients’ dreams come true.
What are 2 trends in the catering industry that you’re excited about?
Always keeping the craft concept is exciting for us. Allowing my team to have fun and create fun menus for both food & beverage.
Working with local vendors when it comes to rental, food and beverage elements. Showcasing what Florida has to offer is exciting. Clients who visit us from other states love when we showcase what we offer here in Florida, as do vendors love the showcase to the end consumer.
What is a go-to meal for a tight budget that also leaves the attendees feeling like they’ve just been served a gourmet meal?
For some reason, I feel like Braised Short Ribs always does the trick. Clients love it and get excited for anything Braised Short Rib. Pair it with some fun sides and veggies and you have a great dish.
If you had unlimited resources, what would your dream client and event look like?
That is hard to answer. Our client list is pretty crazy and we have been involved with crazy events. I could say I’m living in my dream.
How important are your relationships with vendors and what are some ways that you successfully cultivate and ensure good rapport?
Vendor relationships are very important. Without a strong team of great vendors, we wouldn’t shine as we do. Vendors stay on top of their game and allow us to offer clients up to date items and services.
How do you handle the diverse dietary needs and requests of your clients and what is one of the most challenging requests you’ve been presented with?
No challenge at all. We review menus with clients and list any special requests. We make sure to service all guests with special dietary needs. We like to meet the guest onsite at the event and let them know we have taken care of their needs.
What’s the most exciting thing on the horizon for you personally or professionally?
More growth, putting PBC on the map nationwide and handling events nationwide. Traveling and showcasing what we offer as a team.
What inspired you to launch your own company in catering? How long did it take from initially having the idea of setting up and starting to attract a client base?
I grew to love the spirit industry. I saw the industry had a gap in the event division. Too many food caterers, not many beverage companies. I was able to launch the beverage division then get the food side running as it complimented the cocktails. Time from idea to running live must of been a few months.
What’s the first event you can remember catering and how did it go?
I believe our first activations were beverage brand-driven – Promotional Services showcasing a spirit brand. Must of went well if we are still here 10 years strong.
What are some things you wished you knew before starting your businesses?
Accounting and taxes – the boring office stuff.
What is the most unique location that you’ve had to plan around?
I think the most unique location must be Temple House in Miami Beach. We loved the lighting and video mapping they offer onsite to clients. The way the venue can change with video is impressive.
What sets you apart from other caterers?
We focus on elevating your cocktail experience. Our niche is the attention to detail with Beverage catering.
What kind of food are you known for and what is your favorite food?
Clients always love our Latin fusion items, as we showcase items that are common in the Caribbean market with a fun twist with local elements.
My favorite food item when it comes to events is ceviche. Always refreshing and full of flavors.
What types of events do you service?
We service all events from birthday parties to grand opening events, cocktail parties as well as beverage activation. No event is too small or large.
