It’s an inside joke. Largely.
Someone who works for me calls me “Don Jaime.” It makes me deeply uncomfortable, but I don’t want to insult or embarrass her with a “correction.”
My Costa Rican friend thinks both of these things (her title for me and my discomfort with it) are hillarious. He mercilessly calls me Don Jaime. Once I got in to whiskey and cocktails I was forced, by the same Costa Rican/German to open “Bar Jaime.”
What is Bar Jaime? It’s my home bar. We’re super fortunate to spend serious time in both Austin and Santa Fe. So BarJaime opens seasonally in those spots, and pops up at various other destinations.
Fame and Social Media
But also it’s just a way at taking a piss at how easy it is to create a new brand and push it via social media. We all know the Instaweb fakes and phonies, and those who provide actual, quality content. Our quality comes from freely acknowledging that we completely suck at social media, and that our brand is 97% fake. It’s basically a logo for someone’s home bar and not much more.
But it’s fun, so we’ll keep doing it. Follow us on Instaface for sub-par content and we’ll keep posting nonsense in here too.
Cheers.