Beyond the Craft
Beyond the Craft, Beverage and Hospitality Consultancy

Craft brings guests in. Everything beyond it brings them back.

A beverage and hospitality consultancy built on 30+ years in five-star hotels and award-winning bars. We help venues sell better, run smoother and keep their standards when the team changes.

Based in Bali · Available across Southeast & South Asia

Jan Jurecka stirring a cocktail behind a bar

The problem we solve

Most venues don’t just have a menu problem.

Selling

The team doesn’t recommend, upsell or tell the story behind the drinks.

Stock

Pours drift, waste and variance go unseen, and cost creeps up month by month.

Systems

No specs, SOPs or numbers that survive the next staff change.

A beautiful menu earns nothing if the team can’t sell it and nobody is watching the numbers behind it.

The proof

Built behind some of the world’s best bars

30+years behind the bar between us
7venue and bar openings across 5 countries
20+international competition placings and awards
2Michelin-starred restaurant bars led

Who we are

Two bar leaders, one standard

Jan Jurecka holding a cocktail at a bar

Jan Jurecka

Co-founder

Jan has run bars where every detail counts: Four Seasons Bali, Capella Singapore, Michelin-starred CUT by Wolfgang Puck and the pre-opening of Patina Maldives. Today he owns venues in Bali, so he knows what every pour takes and what it earns.

Paul Minea seated at a bar table with a martini

Paul Minea

Co-founder

From London openings like The Leafy Elephant and Park Row to the bar programmes at the Waldorf Hilton and Four Seasons Bali, Paul creates award-winning drinks and stellar teams. Consulting independently since 2023.

Where Jan has worked

  • Eazy, Bali (own venue)
  • Four Seasons Resort Bali
  • Patina Maldives (pre-opening)
  • Capella Singapore
  • CUT by Wolfgang Puck, Singapore
  • Zeta Bar, Hilton Sydney
  • Alibi Cocktail Bar, Prague

Awards & recognition

  • Head bartender, Michelin-starred CUT
  • Fari Beach Club with 2-Michelin-star chef Nick Bril
  • Diageo World Class Singapore 2018 · 3rd
  • Stoli Elite Singapore 2018 · 2nd
  • Hotel Bar of the Year 2012 · Zeta Bar

Where Paul has worked

  • Four Seasons Resort Bali
  • The Waldorf Hilton, London
  • Great Scotland Yard Hotel, London
  • Park Row, London (opening)
  • The Leafy Elephant (opening)
  • The Vineyard, Relais & Châteaux
  • Inter Hotel, Romania (opening)

Awards & recognition

  • IBA World Cocktail Championship 2024 · global finalist
  • UKBG National 2024 · winner
  • Reid Vodka 2024 · UK 1st, global 2nd
  • Amazzoni Gin 2023 · UK winner
  • Imbibe Gin List of the Year 2019
Paul pouring a cocktail into a coupe over a marble bar

The craft we start from

Drinks from our bars

Three ways we work

Wherever your venue is today

New Openings

For venues building something new

Lease and site check, beverage concept, menus and specs, service flow, bar layout and equipment, hiring, team and manager training, opening support.

2–6 months

Relaunches

For venues that have lost their edge

Concept refresh, new beverage programme, service redesign, team retraining and relaunch support.

6–12 weeks

Profit Recovery

For busy venues not making the money they should

Audit and mystery guest, menu engineering and costing, stock and cost control, sales and manager coaching, monthly tracking.

4–8 weeks, then monthly

The building blocks

Each one can be booked on its own

Beverage & Revenue Audit

1–2 days on site, a mystery-guest visit and a prioritised action plan. Fee credited toward any project.

Concept & Programme Design

Cocktails, low-ABV, wine, coffee and wellness drinks, with specs and full costing.

Service Design

The guest journey from arrival to the bill: steps, pace and the moments that sell.

Sales, Manager & AI Coaching

Live shift coaching for the team; stock, GP% and KPI training for managers, with AI tools that cut their admin time.

Monthly Partnership

A monthly P&L and cost report built with AI tools, scorecard reviews, coaching and a menu review.

Pre-Opening Lease & Site Check

A bar-side review of layout, utilities and lease terms, before you sign.

AI implementation

AI that gives your managers hours back

Everyone wants the benefit. Few teams have the time to learn it. We set it up around the work your managers already do, then train them to use it.

Set up

Ready-made prompts and simple workflows for costing, stock variance, ordering, rotas and monthly reporting.

Train

Hands-on sessions with your managers, using your own menus, invoices and sales data, in English or the team’s own language.

Embed

Monthly check-ins so the tools stay in use, plus a prompt library your team keeps when we leave.

Works with what you already use: spreadsheets, POS exports and Google Drive or OneDrive files. No new software contract needed.

Our own standard

The Beyond the Craft Scorecard

Scored at the audit, at launch and every month after, so your managers coach to numbers and you see the progress.

Guest experience

Welcome, pace, recommendations, the feeling on the way out

Drink quality

Consistency against spec, presentation, temperature, dilution

Team

Product knowledge, selling confidence, teamwork under pressure

Systems

Specs, SOPs, ordering, opening and closing routines

Stock & cost

Pour accuracy, waste, variance, cost %

Commercial

Beverage share of sales, spend per guest, menu mix

How we work

Measured from day one

  1. 01

    Discover

    A call, then an on-site audit. We record your baseline score and numbers.

  2. 02

    Design

    Concept, menus, service and systems built for your venue and your margins.

  3. 03

    Deliver

    On-the-floor coaching and launch support. We train the managers who stay.

  4. 04

    Measure

    Scorecard and numbers reviewed at 30, 60 and 90 days, then monthly.

Most consultants hand over a menu and leave. We stay until the numbers move.

Recent clients

Venues we’ve worked with

Lemongrass, Kuta

Restaurant · full beverage revamp

New cocktail and mocktail menu, specs and costing, bar operations, glassware and tools, staff training, four weeks of post-launch support.

Brunch Club, Bali

Multi-venue café group · day drinks

Low-ABV cocktails, smoothies, juices, coffee and healthy drinks, costing and operations, multi-venue training, four weeks of support.

Get in touch

Every great guest experience starts with a conversation. So does ours.

Tell us about your venue in about three minutes. We read every answer ourselves and come back to you within 24 hours to book a free 20-minute call, where we tell you honestly where we can help. The audit fee comes off any larger project.

Instagram @beyond_the_craftBased in Bali, available across Southeast and South Asia.

Tall highball with a herb garnish on a marble bar

Tell us about your venue

Six short questions, then your contact details. Rough answers are fine.

2. What kind of venue is it?
3. What stage are you at?
6. When are you hoping to start?