Celebrating Many Years of Cocktail Excellence at Tales of the Cocktail
Since its inception, Tales of the Cocktail has been a hub for creativity, innovation, and collaboration in the mixology world. Over the past 18 years, Jason Asher, owner of Juniper & Jigger Hospitality Co., has been a proud participant in this renowned event, showcasing his passion for crafting elevated cocktails, his expertise in cocktail event planning, and his ability to collaborate seamlessly with liquor suppliers and brands.
From hosting incredible parties to serving hundreds of guests at large-format events, Jason’s involvement in Tales of the Cocktail perfectly reflects his dedication to pushing the boundaries of mixology.
Expertise in Cocktail Event Planning and Execution
Large-format cocktail events bring their own set of challenges, and Jason’s success at Tales of the Cocktail speaks volumes about his ability to execute with precision and creativity. Whether it’s batching ingredients for hundreds of cocktails or physically serving drinks to lines of eager guests, Jason thrives in delivering unforgettable experiences on a grand scale.
One standout example was the pool party hosted at the legendary Hotel Monteleone, a centerpiece of the Tales of the Cocktail experience. This event featured Jason’s previously owned concept, UnderTow, which brought its immersive tiki-inspired vibe to life for over 500 attendees. Guests were treated to expertly crafted, innovative cocktails that captured the spirit of UnderTow, all while reveling in the lively atmosphere of one of Tales’ signature gatherings.
Another career highlight was Jason’s participation in one of the most celebrated Tales parties hosted by William Grant & Sons. Collaborating with Hendrick’s Gin, Jason developed and served elevated cocktail creations in a setting known for its high energy and dedication to the craft. These collaborations showcase Jason’s ability to work with leading brands to deliver exceptional drinks that leave a lasting impression.
Elevated Craft Through Liquor Brand Collaboration
Behind every successful Tales of the Cocktail event is a deep partnership with liquor brands and suppliers, and Jason’s collaborations have always been driven by authenticity and innovation. Whether it’s devising new ways to highlight a spirit’s unique profile or crafting drinks that complement brand narratives, Jason consistently creates cocktails that are thoughtful, balanced, and memorable.
For the Hendrick’s Gin collaboration, Jason focused on the whimsical, botanical profile that the brand is known for. His drinks not only lived up to the event’s reputation for excellence but also demonstrated how the right synergy between mixologist and liquor brand can elevate the guest experience exponentially.
By working closely with brands, Jason ensures every drink serves as an ambassador of both the brand’s vision and his meticulous craftsmanship. This skill is a testament to his operational expertise and his ability to deliver elevated cocktails in any setting.
The Challenges and Rewards of Large-Format Cocktail Execution
Pulling off events of this caliber involves strategic cocktail event planning, from logistics to impeccable drink execution. Each event required careful preparation, including batching and pre-mixing ingredients while maintaining the quality and consistency of every cocktail served. Preparing for hundreds—even thousands—of guests meant no detail could be overlooked.
However, the most rewarding aspect of these events was connecting with attendees and seeing their reactions to expertly crafted cocktails in dynamic and high-energy environments. Jason’s ability to bring his vision to life for hundreds of guests at once is a defining quality of his approach to both bartending and event management.
The Significance of Years of Participation
Remaining a consistent contributor to Tales of the Cocktail for over a decade is no small feat. Jason’s enduring involvement reflects not only his expertise but also his passion for innovation and collaboration within the cocktail industry. Each year presents new challenges and opportunities, and Jason has continually demonstrated his ability to innovate, adapt, and create in ways that raise the bar for cocktail events everywhere.
Bring Expertise to Your Cocktail Event Planning
Jason Asher’s legacy at Tales of the Cocktail is a testament to his dedication to the craft and his mastery of large-format cocktail execution. From dazzling collaborations with liquor brands to curating experiences for hundreds of guests, Jason’s expertise offers valuable insights for businesses looking to refine their bar program or host impactful events.
If you’re inspired by the creativity, precision, and collaboration Jason brings to every large-format event, Juniper & Jigger Hospitality Co. is here to assist. With years of experience and a proven track record of success, we specialize in cocktail event planning and liquor brand collaboration, helping you create experiences that leave a lasting impression.
Discover how we can elevate your events or bar program by reaching out to us today. Together, we can turn your vision into an unforgettable reality—one inspired cocktail at a time.
