Adam Morganstern

FORBES.COM

Anyone who can make three bottles of Pappy Van Winkle appear is a magician in my book. After seeing his ‘Chamber Magic‘ show at the Lotte New York Palace I met with Steve Cohen — known as the Millionaires’ Magician — at the hotel’s elegant hidden bar Rarities which kindly conjured up bottles of Pappy Van Winkle 10, 20 and 23 for us. Along with amazing card tricks and sleights-of-hand the highlight of Cohen’s act is ‘Think-a-Drink’ where the audience names their favorite beverages — from Martinis to Lemonade — and they are all magically poured, one after the other, from the same tea kettle. Cohen and I discussed how he became the magician for millionaires, how he discovered his favorite bourbon and what is really the most important part of any magic trick.

What started your journey in magic?

I’ve been doing magic since I was 6 years old. I performed at all my family gatherings. My aunt said “Steve, you have the gift of gab and that’s going to take you far.” And to me magic was about sleight-of-hand not presentation — but she reminded me the magic doesn’t happen in your hand. It happens in the audience’s mind.

So connecting with the audience is just as important as any physical skill?

David Berglas, one of the iconic magicians of the 20th century, broke down the formula. In order of importance it’s personality, presentation and then the method. And the one thing that can’t be taught is personality. People have to like you first. You need to be relatable. You can’t stand too far up above them on an ivory pillar. The technique is the bedrock but it can’t be the ultimate focus of the performance. The art of magic is to conceal the art.

It’s easy for people to look up tricks online now. Do audience members ever try to expose what you’re doing?

I haven’t had that happen. The ticket price is at high enough a price point that people are not going to heckle me — it’s in your left hand! They are invested in it.

How did you become the ‘Millionaire’s Magician?’

I grew up in Chappaqua where there were a lot of expensive houses. Even though I wasn’t wealthy I was comfortable around wealth and I wanted a way to market myself. I was performing at country clubs and yacht clubs and no one had really claimed that market. Penn & Teller are the bad boys of magic, David Blaine was the street magician. I’m performing for millionaires. I started using it in pitches and the media picked it up. It stuck.

How did you discover Pappy Van Winkle?

I was performing my ‘Think-a-Drink’ trick and someone said they wanted a Manhattan. I asked what bourbon he wanted and he said “I like Pappy Van Winkle, you don’t have that!” And I bluffed and said of course I do. I poured him a Manhattan and he drank it down and said “this is great.”

After the show a wealthy businessman asked “was that really Pappy?” I said it wasn’t and he said “do you want some Pappy Van Winkle? I’ve got a garage full of them.” He doesn’t even drink, he collects things: pinball games, cars, watches and bourbon. So he sent me a bottle of Pappy 15 and Pappy 23. I’ve shared the 15 with friends but I’ve never opened the 23.

Tell me about your ‘Think-a-Drink’ trick.

It’s become my trademark. There’s no one else performing it to my knowledge. It’s also been known as the ‘Bar Act’ or the ‘Inexhaustible Bottle.’ It dates back to at least the 1800s when Robert-Houdin — the magician Houdini named himself after – used to perform the trick with a glass bottle. At the end he would crack the bottle open and there would be a guinea pig inside.

The trick has universal appeal because it’s wish fulfillment. They are asking for their favorite drink. Hot chocolate? Do you want that with mini-marshmallows? And I pour out mini-marshmallows. Hibiscus tea? Do you want that hot or iced? Margarita — tequila or mezcal? I’ve even had sommeliers ask for specific varietals, and they know how to tell a Brunello from a Montepulciano.

Have you ever had a drink with one of your idols?

I had dinner with John Williams the composer at Tanglewood maybe three summers ago. Easily one of the highlights of my life. Growing up I used to play alto saxophone and played many John Williams scores: Star Wars, Superman, all the songs you heard growing up. And being able to talk to him and ask questions about the music, how he creates, what inspired him to write certain pieces — that was a real treat.

You’ve performed for a lot of celebrities. Any one that was a particular favorite?

Tracy Morgan. I had met him on the street one day and I told him about my show and the next weekend he bought out the whole front row for his family. During the show he was shouting and yelling and screaming and it was hilarious. He’s pumping his fist in the air and saying “you’re better than Houdini. I’m going to put you on my TV show.” He really inserted the right amount of levity. I love it when a celebrity can be a part of the show but not overpower it.

You also performed for Carl Sagan.

I was a student at Cornell and he heard through my professor that I was a magician. He called me up and said I’d like you to perform for a group of visiting astrophysicists. I thought there’s no way I’m going to fool these guys, they are literally the smartest people on the planet. At end of the show I got a standing ovation. It reminded me that you have to assume the audience is intelligent and is paying close attention. Therefore I have to work harder upfront. Once I create these psychological traps that the audience can’t escape from, they will follow the path I put before them.

Which has been your favorite of the Pappys today?

I like the 10 best. I’ve had similar experiences with Japanese whiskies. Some of the younger ones had a better taste to me. The older ones aren’t necessarily better.

You’ve kind of performed another trick — you managed to finally drink the 23 without opening your own bottle.

That’s the beautiful thing about working at The Palace. I think we’re both lucky and getting some magic here.

Steve Cohen performs his ‘Chamber Magic‘ show every Friday and Saturday night at the Lotte New York Palace including upcoming Christmas Eve and New Year’s Eve shows.

To learn more about Rarities and their collection of rare spirits, wines and champagnes visit their website.