It's Not a Phase: Jimmy Drinks World
Music is just as important as the cocktails at Bartender Hayley Wilson's pop-up in Portland, Maine
illustration: max erwin
You’re at your favorite local dive, the jukebox (or more likely, a streaming service) is blaring hits, and you and your best buds are singing along to every word. The only thing missing? A cocktail to match the vibe. Enter: Bartender Hayley Wilson. At Jimmy Drinks World, Wilson’s pop punk-themed cocktail popup, it’s all about “cocktails, community, and rock and roll.“
The project started when the pandemic hit, and Wilson wanted to find a way to support not only local bars and restaurants in and around Portland, but music venues, too. As an avid pop punk fan who frequented live shows, it was a natural marriage for Wilson. “It was about bringing the similarities of music and hospitality together. And so many people work in both industries.”
Wilson kicked the project into high gear by reaching out to bars, concert halls, and practice spaces, and calling in friends and fellow industry members to come work. Wilson’s first pop-up was at Portland Hunt & Alpine Club, where she works as the event and programming coordinator. Proceeds went to Sun Tiki Studios, a performance venue that also provides by-the-hour practice spaces. From day one, it has been important to Wilson that each event would directly support a local music venue, and that any beneficiaries would be small and privately owned. “[Venues] are a lot of big rooms and corporate-operated spaces, but opportunities need to exist for bands to build a base and community. Without that, bands don’t have a platform to showcase their art and grow their fanbase.” Additionally, it was equally important that the bars or restaurants they would be popping up in were similarly minded. “We build community by making sure we are in safe, inclusive spaces,” says Wilson. “We always try to [pop-up] in spaces that, for whatever reason, need a little extra love.”
Fear and Loathing on Cape Cod: Strawberry Rhubarb Aquavit, Blanc Vermouth, Aperol, Strawberry Syrup, Acidulated Douglas Fir Brandy Tincture
Color in Your Cheeks: Fernet, Laird’s Applejack, Maple Syrup, Lemon Juice, Egg White
While there is no shame in enjoying a cold beer and a shot of whiskey while cranking Taking Back Sunday, Wilson’s theory is that the right drink, when expertly matched to the environment it’s enjoyed in, is transcendent. “A big thing for me is that music affects what you want to drink—the music sets the vibe. I can sit down and listen to a record and drink a stirred drink, but maybe not so much if I'm at a punk show.” For each Jimmy Drinks World event, Wilson curates a menu of original cocktails (nonalcoholic options included), each tailored to the space and theme. For a pop-up at Portland Zoo, a beer hall, Wilson created the Hello Houston (named after a Starting Line song) with green chile vodka and hop syrup. And for an event at tropical bar Shore Leave, there was an aged rum Old Fashioned with coconut and sea salt called Hot Tropic. “We won't bring things into spaces that they wouldn't carry themselves—that's who they are and that's what we want to highlight. We don't want people expecting a grand cocktail coming out of a beer bar. We have to think of all these little things.”
The next piece of the puzzle was the music itself. Wilson’s husband, business partner, and former sound technician, Zack Wilson, makes the playlists (all available on Spotify!), filled with their favorite millennium-era pop punk bands, like Alkaline Trio, Piebald, Motion City Soundtrack, and of course, Jimmy Eats World. “We strive to keep it in the early 2000s. If we branch into anything newer, it's an event all in itself. Like, emo revival is having a moment, so we will do an event.” Zack also barbacks and sells merch at the events, with the proceeds going directly to the venue partner. Beverage sales are split between the house and the pop-up.
bartender hayley wilson | Photos: raeAnn Serra
Hot Tropic: Plantation Rum, Overproof Rum, Coconut Demerara Syrup, Tiki Bitters
“We didn't know if people were going to dig this or not. It's not an emo night, or a live band performance, it's its own thing with a cocktail program. We had a line down the street for the first one full of people that wanted to come listen to pop punk while the sun was out.” The Wilsons market their events through social media and fliers posted at bars, restaurants, and venues, and partner with local artists to do the artwork and merch, as well as drag queens, The Curbside Queens, who come perform to pop punk songs. “It’s about giving back, but also community building and meeting people with the same values.”
Wilson hopes to soon take Jimmy on the road, while continuing to host community events in New England, whether through vinyl listening parties, holiday makers markets (complete with an Emo Santa), or Karaoke nights. “Without community support, restaurants wouldn't exist, but [neither would] these venues. Support your bartenders and your local bands. All of these places can’t do what they do and give back if we dont give back to them.”
