Texas Cowboy Goes To Truluck’s. Then He Sees A $100 Martini—And Orders It

There’s the good life, and then there’s the great life. And one Texas entrepreneur seems to be living his best life—at least judging from social media he is.

Entrepreneur Travis Weaver (@tsweaverco) was arguably doing research for his brand Manready Mercantile when he walked into a Truluck’s, the upscale seafood restaurant, thinking about martinis. But he didn’t have any idea about what he was walking into.

The $100 Martini From Truluck’s

Filming himself as he walks into the restaurant, Weaver asks, “Have you ever had a $100 martini?” It’s highly likely that for most people, the answer is “no.” So he’s taking his audience along. The TikTok has garnered over 97,000 thirsty views.

The camera cuts to interior shots of the restaurant: Art Deco-esque black and white floors, a wine cave, and deep leather banquettes set the scene. Next, a bartender is rolling a black-napkin-draped cart up to Weaver’s table. “I knew it was going to be a treat,” he says.

Beginning by pouring several measures of Belvedere Ten Vodka, the bartender then gives a brief history of the beverage. Though Weaver doesn’t linger on the facts, he does say it was very interesting learning the history of this particular vodka. As he’s talking about this singularly expensive drink, he pans over to film the chilling process.

Stirring and stirring, his server is getting the drink super cold. It’s more than a drink, Weaver says. “It’s an experience.” And the drink is possibly the coldest martini he’s ever had, he notes. Adding to the luxury of the experience, Truluck’s serves four caviar-stuffed olives in a mini bathtub alongside.

Weaver decided to complement the martini with a seafood tower and another drink.

A spokesperson for Truluck’s shared with BroBible how its $100 martini came to be.

“We arrived at the price point by considering the cost and quality of the ingredients, particularly Belvedere 10 and the four stuffed caviar olives. The Caviar Martini brings together the elegance of a perfectly crafted martini with the indulgence of caviar. It’s the kind of cocktail that feels especially fitting when you’re celebrating something special or simply looking for a little extra luxury in your evening,” the spokesperson shared.

What’s Actually In Belvedere Ten Vodka?

The vodka, which retails for about $150 for a 750 milliliter bottle (that’s about three cups of vodka), garnered a review by Wine Enthusiast. Those expert palates described it as “light, soft and mostly neutral, with a faint sweetness that hints at lychee or rosewater.” It finishes with a crisp pink peppercorn finish, “stellar in a martini variation or a Vesper.”

Experts that Forbes recruited take an even stronger stance, suggesting that it might be the best vodka in the world right now. Since it is crafted from organic Diamond Rye grown in a single field on an estate in northeast Poland, that might be true (quality control and all). It was “inspired by the vodka-making process used in 1910 when the distillery was first established.”

But some people (on Reddit) say that it is a beverage just for “social media clout.” One, Mike4585, advises vodka drinkers to try the “single estate lake and forest versions” instead. The Belvedere Single Estate Rye Lake Bartezek Vodka retails for about $40 for the same amount of alcohol as the Ten. Wine Enthusiast reviewed it too: “A vegetal hint on the palate leads into white pepper, ginger and lemon peel on the exhale.”

‘I Went Into Debt Just Watching’

Sometimes the internet takes you to places you never knew existed. For one user, that’s Weaver’s TikTok.

“TicTok [sic] dropping off in the wrong tax bracket. I went into debt just watching this video,” one user said.

While others don’t care about vodka, caviar, or shrimp. “I make this same martini at my house,” another wrote.

And then, there are multiple suggestions to visit other establishments that craft a similar martini. “We sell this exact martini at my job for $22,” boasted @k6a6t6h.

So Weaver replied, “Where do you work? I’m game as I don’t normally roll around town drinking hundred dollar martinis lol!”

Though the bulk of his video was spent highlighting this very luxurious meal, at the very end, Weaver switches into dessert mode. He orders the Truluck’s carrot cake and then proceeds to extol its virtues.

“Holy heck,” he says, walking out. “Next time you wanna do a little upper crust, a little one-upper type deal, come over to Truluck’s […] and do not, forget the carrot cake. That is the best in Houston.”

Martinis, chilled shrimp, and cake? Worse things could happen to a cowboy, right?

BroBible reached out to Weaver via email and TikTok direct message.