Mixology is meticulous, and in the right hands, it can create magic. For some, a classic cocktail like an Old Fashioned or a martini is what always hits the spot. More adventurous imbibers will seek out drinks with some added oomph. Enter Aaron Melendrez.
“Food has always allowed me to tell a story — of my upbringing, my travels, and my life experiences,” Melendrez tells Latinidad Collective.
He continues, “I grew up in the United States, and I was assimilated at a young age, not because my family wasn’t proud of who they were, but because they didn’t want me to be picked on or discriminated against.”
“Now, I combine the best of both worlds — the flavors I hold dear to my heart,” the father and cookbook author shares.
The veteran and co-owner of California’s Uptown Provisions discusses what differentiates his technique from the rest. He also chats about how he infuses his Mexican and American culture into everything he does.
Your journey from the Air Force to the culinary world is unique. How did your experiences in the military shape your approach to cooking and mixology?
My time in the Air Force instilled in me discipline, a strong work ethic, and the ability to adapt to high-pressure situations and unexpected changes. It also taught me the importance of maintaining cleanliness and meeting tough deadlines.
These skills have been invaluable in both the kitchen and behind the bar, where precision and adaptability are key.
You describe food as a central element of communication and connection. How do you translate that philosophy into the cocktails you create?
Food has always allowed me to tell a story — of my upbringing, my travels, and my life experiences. I grew up in the United States, and I was assimilated at a young age, not because my family wasn’t proud of who they were, but because they didn’t want me to be picked on or discriminated against.
While this created a sense of pain for not fully embracing who I was as a child, it gave me a unique perspective, allowing me to learn and appreciate both American and Mexican cultures.
Now, I combine the best of both worlds — the flavors I hold dear to my heart. [The] cocktails like those I’ve created with Hpnotiq reflect this blend of cultures, offering a fresh yet authentic take on tradition.
Credit: Hpnotiq
You’ve been known to push boundaries with cocktails. What inspires you to take such creative risks, and how do you strike a balance between innovation and tradition?
It’s all about perspective. Sure, I might puff on a joint and come up with some out-there ideas, but what actually materializes comes from a place of improved nostalgia or personal experiences.
The foundation is always my skill set — not gimmicks. I’ve learned that in order to launch something timeless, I need to tell a story, provide context, and paint a picture.
That’s the difference between creating something that lasts and hopping on a TikTok trend. I always ask myself, “Does this add to the legacy I want to leave behind?” If the answer is no, I move on. Simple as that.
You often speak about using high-quality, carefully selected ingredients. How does this commitment manifest in the new cocktails you’ve created with Hpnotiq, and what unique ingredients have you incorporated?
When we design cocktails or dishes, we break everything down to a micro level. Line by line, we ask ourselves: Is this the highest quality, best-sourced version of the ingredient? Is this the best application of it?
From there, we build, balance, and create with intent. We never force an ingredient just for the sake of using it — it has to create harmony.
I’ve incorporated traditional Mexican flavors in clever, unsuspecting ways, merging them with other cultural influences to surprise and delight guests. Hpnotiq, with its vibrant and tropical notes, has been the perfect canvas to explore these ideas.
Credit: Hpnotiq
Your menus often feature a mix of timeless classics and experimental concoctions. How do you decide which classic cocktails to reinvent, and what aspects of your Mexican-American heritage do you weave into these reinterpretations?
It all happens in the moment — I create from the heart. I make what I want to drink. I don’t create for others. The best artists I know create reflections of themselves, and that’s what people connect with: a portal into your mind, your palate, and your creativity.
My Mexican-American heritage naturally weaves its way into these reinterpretations because it’s a part of me, and that’s what I express through my cocktails, whether it’s through flavors, techniques, or presentation.
