Josh Zad, opened his first Alfred Coffee location in 2013 with its trademarked “But First, Coffee.” on tree-lined Melrose Place. After successfully growing to 16 locations now across the U.S. and Japan, Josh has more recently shifted gears and launched his newest concept – . With this project, Josh utilized the distinct brand-first approach that defined Alfred and pivoted to create a quality Mexican-style lager with an entirely California attitude. Less than one-year after launch, Calidad can be found in over 800 location across Southern California, including Whole Foods, Disneyland and Erewhon. Join us for this edition of Shopify’s Merchant Mentor Session, hosted by Jessie Andrews, to hear how Josh founded cult-favorite spots and , earning his reputation by CNN as the “Beverage King of LA”.