Wayne McAulay is a hospitality veteran turned beverage founder.Over 40 years working everywhere from neighborhood pubs to luxury hotels, he learned one thing above all: people remember how you made them feel.That philosophy became the foundation for Next Layer Beverage Brands, an independent company building premium, conversation-starting products, including Throat Lube Lager® and its upcoming mineral water, Hydrel, bringing luxury hydration to luxury destinations.Built by a professional in hospitality, for hospitality professionals. Let's connect and elevate the guest experience together.
Most jokes die on the sidewalk. This one ended up in this can.On a very hot summer night in Toronto, after finishing a long day of serving, we headed out for after-work drinks. I turned to the group and said, “I need throat lube.” Everyone laughed—and then forgot about it.I didn't.From that moment, I felt Throat Lube needed to become a beer built for the after-work crowd, long sessions, and the nights that follow.Today, Throat Lube is moving toward launch while we finalize our Ontario manufacturing licensing. What started as a late-night joke is becoming the foundation for a growing beverage brand company.
