Curate
Understand the club, its members, their behaviors, the competitive environment, and what deserves to remain. Remove redundant options and identify the moments that matter.
AIRSTRIKE SIGNATURE GOLF COCKTAILS
ASGC collaborates with clubs to express a distinct perspective and strengthen their brand through beverages and rituals.
Ready-to-serve signature cocktails. Custom craft beers. Small-batch bottled spirits.
Beverage programs designed specifically for individual private clubs and golf destinations.
THE AIRSTRIKE™ ORIGIN
In 1958, Leo Callahan, known among his friends as “The Coach,” and spirits executive Arthur Palombo began noticing a new occasion emerging on America’s fairways.
Golf participation soared in popularity due to President Eisenhower, Arnold Palmer, and televised tournaments like the Masters. To Palombo’s professional benefit, this golden age of leisure also adopted the “three-martini lunch.”
They saw a gap. A former basketball player, Callahan believed the assist was as important as the point. He intentionally thought about ways he could enable caddies to create a better on-course experience for their players. Palombo thought about ways to create new occasions for consumers to enjoy a cocktail.
Leo and Arthur, both WWII veterans, saw an opportunity to create a new experience for the General Electric employees who frequented Callahan’s course in Schenectady, New York.
Developed out of wartime air-support tactics where ground operators called in coordinates for incoming aircraft, caddies using two-way radios began relaying drink orders from the course back to the clubhouse. A short time later, a delivery would arrive with drinks as players reached the next hole.
It was coined the Airstrike™.
OUR PROCESS
Private club experience first. Beverage expertise second.
A defined method to shape a more intentional beverage experience begins with what members already value and ends with a new brand that belongs to the membership.
Create
Develop proprietary products, stories, and experiences that express the club’s identity rather than replicate someone else’s experience.
Activate
Put them into the moments where members participate repeatedly enough to create recognition, memory, stories, and occasionally, rituals that become traditions.
The club’s traditions, landmarks, and visual language become the raw material for something entirely its own.
Not simply a logo on a can.
ABOUT ASGC 1913
Airstrike™ Signature Golf Cocktails is the beverage development arm of ASGC 1913.
Since its founding in 2023, the company has developed and promoted the Airstrike™ as our proprietary approach to delivering “Ready-to-Serve” cocktail programs for private clubs, by elevating beverage programs from reactive service to intentional hospitality. Today, we have developed and launched dozens of Airstrike™ Signature brands at the finest clubs from New York to Florida.
We are multi-generational alcohol beverage professionals with experience at brands such as J&B Scotch, Seagram’s 7 Crown, Paul Masson Wine, Crown Royal, Heineken, and Red Bull. We combine this deep knowledge of the beverage alcohol industry with decades of experience in the culture and operations of private golf clubs.
Clubs work with us to develop custom cocktails, craft beers, and optimized beverage menus designed specifically for individual golf clubs. This allows each property to offer Airstrikes as a signature, “Ready-to-Serve” drink experience that reflects its heritage and membership culture while improving operational metrics like consistency, speed of service, and sustainability.
From reactive service to intentional hospitality.
START A CONVERSATION
Tell us about your club, its membership, and the traditions that make it distinct.