The L.A. native, who competed independently in the recent event, reflects on his victory and talks dance, drinks, and the art of hospitality.

BY VASILEIA FANARIOTI
SENIOR ONLINE CORRESPONDENT

Photos courtesy of Jerry Truong

Recently, Jerry Truong made waves in the U.S. specialty-coffee scene by winning the U.S. Coffee in Good Spirits (CIGS) Championship—a competition that blends coffee and mixology in one high-energy, creativity-fueled stage. But Jerry, who represented himself independently in the competition, shares that his path to the title wasn’t linear: From his upbringing in Los Angeles, to a detour into pharmaceuticals, and later choreography and ceramics, Jerry brings a multifaceted perspective to the barista station.

As he prepares for the World Coffee in Good Spirits Championship, which will take place in Geneva, Switzerland, in June, Jerry shares how music and dance helped shape his competition routine, and why gathering people together—over drinks, family meals, or coffee cocktails—is the thread running through it all.

Vasileia Fanarioti: Can you share a bit about your background and how you found your way into coffee and hospitality?

Jerry Truong: I’m a Los Angeles native, born and raised in Highland Park. Growing up, our house—my grandma’s house—was the family gathering spot. It was always full of people, food, and, of course, coffee. Coffee was a part of hospitality in my Vietnamese household. My grandma would even dip toast into coffee and feed it to me like a treat.

I studied pharmaceuticals in university, mostly due to family expectations, but I gravitated toward more expressive pursuits like competitive dance. After some time working in medical labs, I realized I needed a change and moved back home. Now, the same street I grew up on is lined with coffee shops, and the transition to becoming a barista felt like a natural fit.

Congratulations on the big win! What motivated you to compete in CIGS?

Thank you! I did it for the thrill. I’ve always been competitive, and my old track coach used to say, “The only person you’re competing against is the person you were yesterday.” That stuck with me.

Out of all the competitions, CIGS stood out as the most fun and creatively open. It gave me space to play with flavor and storytelling, which I love.

What was the preparation process like for your first competition?

Honestly, I jumped in not knowing much. I had to teach myself everything, from the rules to cocktail technique. I reached out to people for support—shoutout to Ryan Peterson (of Counter Culture Coffee), Be Bright, Counter Culture, Jaymie Lao, and Stacey Lynden for helping me get started.

I spent a lot of time reading cocktail books and experimenting. Eventually, I was drinking a coffee cocktail every night—not ideal when you’ve got a 6 a.m. shift.

Then, during prep for nationals, the wildfires hit L.A. It was hard. I had to take care of my mental and physical health before diving back in. But the way our community showed up for each other was amazing. I wasn’t just competing for me anymore—I was representing L.A.

There’s a great story about forgetting your cups during your open service. What happened?

Yeah, that moment. A couple of minutes in, I realized something was off—I forgot my cups. My dancer instincts kicked in. We train to keep going no matter what happens on stage, so I ran the whole routine like nothing was wrong. I left the stage unsure if I’d even be allowed to continue.

Stacey told me I still had Spirit Bar points to earn. That lit a fire under me. I spent the rest of the weekend replaying every detail of my routine in my head. When I heard my name announced last in the finalists—it was emotional. I was exhausted but ready to give it everything.

Tell us more about your final routine. What was different?

The night before finals, Joe Han (of Moim Coffee) and Christian Bak (of Be Bright) helped me perfect my Irish coffee. We stayed up late tweaking the brew and script. We even opened our Airbnb to other competitors so we could all support each other.

By finals, I was running on fumes. But muscle memory from dance took over. I just had to follow the music. Music was actually the first thing I chose before even creating the drinks. I picked “Caribbean Queen” and “When Doves Cry,” which inspired the names of my drinks: Winter Empress and Toucan’s Tear.

Finishing that set and seeing the judges actually sipping the Toucan’s Tear—the drink I wasn’t able to serve during open service—was surreal.

What was it like to hear your name called as the winner?

Each name that wasn’t mine raised the tension. When they paused before announcing second place, everything slowed down. Then the crowd erupted—and I realized I hadn’t heard my name because I had won. Natti (Solowoniuk, of Novo Coffee) and Glen (Ackerman, of Moongoat Coffee Roasters) beside me started patting my back, and that’s when it really hit.

You’ve got a background in pharmaceuticals and ceramics. How do those experiences inform your work with coffee today?

Coffee gets super nerdy! My science background helps me understand everything from extraction and water chemistry to fermentation and varietal development. It gives me more intention when I create drinks. I’m not just mixing for flavor—I want to highlight what producers have worked hard to grow.

You were apparently known for your jungle juice in college. How has your drink-making evolved since then?

Haha, yeah. Jungle juice was my introduction to batching drinks for a crowd. Even then, I tried to make it taste good. Now, the goal isn’t just balance—it’s storytelling. I want each drink to take someone on a journey from first sip to finish.

Gathering seems to be a strong theme in your story. How does that shape your hospitality approach?

Absolutely. Hosting runs deep in my family. Growing up, the success of a party came down to planning. I carry that mindset into service—everything prepped and in place so I can focus entirely on the guest. True hospitality is about attentiveness, about making people feel they matter.

You’re headed to Geneva to represent the U.S. at the World CIGS Championship. What’s your mindset going in?

I’m excited! It reminds me of competing internationally as a dancer. The level of talent and camaraderie was electric. I want to bring that same energy to Geneva. I want to entertain, connect, and put CIGS on more people’s radars in the U.S. Let’s show the world what we’ve got.

ABOUT THE AUTHOR

Vasileia Fanarioti (she/her) is a senior online correspondent for Barista Magazine and a freelance copywriter and editor with a primary focus on the coffee niche. She has also been a volunteer copywriter for the I’M NOT A BARISTA NPO, providing content to help educate people about baristas and their work.

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