The viral video features several second long frames in the style of other popular "Shit ______ Say" YouTube video series. It stars a handlebar-mustached mixologist talking about things like making his "cherry bark cayenne bitters" and "developing a barrel aged cocktail program."
The video, by Bob Hemauer, Emily Julka, Jesse Neumann and Mel Trudeau, was originally a spoof of the Madison, Wisconsin, cocktail community, but as you'll see, it could easily be about the Los Angeles bar scene -- or Portland, etc. -- as well. As any imbiber who has ever gulped down Matt Biancaniello's drinks over at the Roosevelt or sipped Joe Brooke's libations can attest.