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 launched over 25 Airstrike™ Signature brands at the finest clubs from NY to FL.

We are multi-generational alcohol beverage professionals with experience at brands such as J&B Scotch, Seagrams 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.

The Airstrike™ Origin

In 1956, Leo Callahan, known among his friends as “The Coach,” and spirits executive Arthur Palumbo began noticing a new occasion emerging on America’s fairways. Golf participation soared due to President Eisenhower, Arnold Palmer and TV broadcasts of tournaments like the Masters, but there was a gap. Callahan, a former basketball player, believed the assist was as important as the point. He took pride in setting up the win, not just scoring the final point. He had to help caddies assist players for a better on-course experience.

Leo and Arthur, both WWII veterans, saw an opportunity to create a new experience for the General Electric executives that frequented Callahan's course in Schenectady, NY. 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 cart would arrive with drinks as players arrived at the next hole. It was coined the Airstrike™.

From this tradition emerged the modernization of Airstrike™ Signature Golf Cocktails.

Our Approach

Airstrike™ Signature Golf Cocktails builds on this tactic by developing modern ready-to-serve cocktails inspired by the heritage of the club where it is served.

We collaborate with some of America's finest golf clubs to design custom beverages that reflect each club’s personality, traditions, and member preferences.

Our work includes:

ready-to-serve cocktails
craft beer collaborations
custom spirits programs
beverage assortment and menu optimization planning

Each beverage is produced to professional beverage alcohol standards and tailored to the unique culture of the club it represents.

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