In 1984, Bruce Cost wrote "Ginger East to West", a small, award-winning cookbook that traced ginger's origins and its journey around the world. In it he tells the origins of ginger ale.
In 1989, Mr. Cost introduced his own herbal version to patrons of his Monsoon restaurant in San Francisco. Later, minus the herbs, it became a staple of Cost's Ginger Island in Berkeley and Ginger Club in Palo Alto, California.
In 1995, Mr. Cost moved to Chicago to start the Big Bowl and Wow Bao restaurants with Lettuce Entertain You Enterprises, and brought his recipe for fresh ginger ale. Handmade on the premises of 11 restaurants, it became a signature item that has since sold an estimated 3 million drinks, outselling all soft drinks.
After 20 years, he is finally bottling it in partnership with TMI Trading Company in Brooklyn.
Bruce is one of the nation's leading authorities on Asian Food. Bruce's career includes two James Beard nominations as Best Chef in California, 3 authoritative cookbooks and hundreds of magazine and newspaper articles including pieces in the New York Times, Gourmet, Food & Wine, and The Washington Post.
He was called by Alice Waters in her introduction to Cost's book on Asian Ingredients, "One of the greatest cooks I have ever known."
In Chicago, with Rich Melman of Lettuce Entertain You, Cost and his partners opened 11 casual Asian restaurants that feed over 30,000 customers a week.
He is currently in partnership with TMI Trading in Brooklyn in bottling and selling the unfiltered fresh ginger he sold for years in his restaurants to retailers and restaurants throughout the U.S. and internationally.