Josh Zad, chief executive of Alfred Inc., parent of Alfred Coffee & Kitchen and Alfred Tea Room, may have a supersized latte in his hand, but these days his mind is on beer.

He met the Business Journal at the new West Hollywood marketing hub for his latest venture, Calidad beer. The space, dubbed Casa de Calidad, is in a former apartment building that now feels like a private club, with a pool table, south-of-the- border décor and plentiful desert succulents.

The design is part of Zad’s plan to creative a distinctive identity for the beer, a Mexican-style cerveza produced in Santa Barbara. He called beer a more scalable commodity than coffee because it does not require brick-and-mortar retail locations, but he still plans to promote Casa Calidad with themed events and partnerships….MORE- READ ORIGINAL ARTICLE IN LA BUSINESS JOURNAL



1962 gold Rolex with crocodile band from West Hollywood’s Wanna Buy A Watch, a Melrose Avenue purveyor of new and vintage watches and jewelry. (photo by Thomas Wasper)