Tucked away in New Castle, Pennsylvania, New Castle Union Station Craft Distillery was founded by David Goldberg and Rodney Firmi in 2021, with its tasting room officially opening in 2023. Since then, the distillery has developed a reputation in the local area for supplying quality products and an atmosphere that keeps people coming back. It’s still growing and looking to expand beyond its local market.
To learn more about the distillery and tasting room operations, CRAFT SPIRITS magazine spoke with David Goldberg, founder and owner, and Cara Firmi, Tasting Room Manager.
Tell us about your distillery and what makes it special to the New Castle area.
David Goldberg: We are in a historic train station that was once the heart of New Castle. A train station has existed on this location since before the Civil War, and when the original one burned down in the first decade of the 20th century, they built the current building. We produce everything in-house and pride ourselves on being more concerned with quality than quantity.
As to the tasting room, we have created an atmosphere similar to the Cheers TV show—“where everybody knows your name.” One of the different events that we do is Philosophy at the Distillery, every Wednesday. This is a result of many of our customers being aware of my previous career (Philosophy Professor for 30 years), and a number of our regulars asked me to do this.
What is your job title and daily responsibilities? How long have you been in the industry?
Cara Firmi: I always joke that my job title is “whatever needs done that day,” but officially, I am the manager of the tasting room. I bartend, create cocktails, plan events, and make sure everyone who walks into Union Station Craft Distillery feels welcome. One minute I’m shaking drinks, the next I’m setting up a party or coming up with a new cocktail idea. I’ve been in the craft spirits/hospitality world for a couple of years now, and I honestly can’t imagine doing anything else.
What brought you to the distilling industry?
Firmi: I fell in love with how creative it is. You’re not just pouring drinks—you’re creating something people remember. Plus, the atmosphere is everything. It’s not just about the alcohol; it’s about the experience, the conversations, and the people who walk through the door.
What has your learning experience been like?
Firmi: Very hands-on—and honestly, that’s the best way to learn this industry. You can read about cocktails all day, but until you’re behind the bar during a rush, you don’t really get it. I’ve learned by doing, asking questions, and just being in the moment.
Before working in craft spirits, did you have a different career path?
Firmi: Yes! I was in real estate and customer service, which actually helped me more than I expected. It taught me how to read people, communicate, and stay calm when things get busy, which definitely comes in handy on a packed night at the distillery.
How has your role changed over time?
Firmi: In the beginning, I was just learning everything I could and helping out where needed. Now I’m a lot more involved in creating events, coming up with cocktail ideas, and helping shape the overall vibe of the place. It’s been really cool to grow along with the distillery.
What is frequently misunderstood about your job or the industry as a whole?
Firmi: People think it’s just “fun and drinks,” and don’t get me wrong, it is fun, but a lot is going on behind the scenes. Planning, organizing, problem-solving, marketing… and then still showing up with energy and a smile no matter what kind of day you’re having.
When getting ready for work every day, what excites you?
Firmi: Honestly, the people. Whether it’s our regulars or someone coming in for the first time, you never know what kind of conversations you’re going to have. It doesn’t feel like a typical job—it feels like you’re part of people’s good times.
For anyone looking to get into craft spirits as a career, what advice would you give?
Firmi: Just jump in. Start somewhere, be willing to learn, and don’t be afraid to mess up a little because that’s how you get better. And pay attention to how places make people feel, not just what they serve. That’s what really makes a difference.