Jason Asher

Corporate Beverage & Mixology Executive with 30+ years in hospitality and 15+ years in senior leadership, specializing in beverage program vision, strategy, and enterprise-scale execution across high-volume, multi-unit resort and upscale dining environments. Proven record building nationally recognized, award-winning beverage concepts from the ground up—leading pre-opening and opening support, menu programming, mixology and bar design, spirits education, and rigorous financial and quality controls. Adept at aligning front-of-house service with corporate strategy, developing beverage talent pipelines, and driving supplier partnerships that deliver sustainable growth and exceptional guest experiences.

Founder & Principal at Juniper & Jigger Hospitality Co. (2024-09 – Present)

Advise hospitality and beverage-industry clients—including Royal Caribbean Cruises, William Grant & Sons, Campari, Pernod, Beam Suntory, ABM, and Rémy Cointreau—on beverage program development for NOP clients.

For Nueve Uno

Cinco (El Paso, TX), led end-to-end concept creation spanning architectural design and functionality, full brand identity and voice, brand guide, go-to-market strategy, and staff training through launch. Lead beverage concepting, talent acquisition and mixology programming for new & rebranded venues, events, & idol spaces. Including large-scale developments such as DRINK Las Vegas 2026, SAVOR Omni-Frisco PGA 2025 & 2026, and Revelry 2026 Lake Forest, Illinois.

• Develop comprehensive beverage strategies, menu programming, financial pro formas, operating models, workforce plans, and standard operating procedures that support scalable, multi-property operations.
• Partner with executive leadership and stakeholders to execute beverage initiatives, concept launches, operational turnarounds, and performance-improvement strategies across luxury hotels, restaurants, and entertainment venues.

Founder & Chief Executive at Barter & Shake Hospitality (2015-01 – 2024-08)

Founded and scaled a multi-location hospitality company to $6M+ in annual revenue, leading beverage strategy, concept development, and full P&L accountability.

• Spearheaded the development and successful launch of nationally recognized, award-winning beverage concepts, including Century Grand and UnderTow, driving brand recognition, market expansion, and exceptional guest experiences.
• Directed end-to-end beverage and business operations—menu programming, procurement, inventory control, pricing, labor standards, and financial performance optimization.
• Designed and implemented centralized commissary operations, standardized beverage training, and enterprise purchasing systems that improved consistency, scalability, and effectiveness across multiple locations.
• Built comprehensive beverage training and development programs at every level, cultivating a beverage talent pipeline and succession plan to support long-term organizational growth.

Director of Craft Spirits & Mixology at Young's Market Company (2011-01 – 2017-01)

• Grew annual craft spirits portfolio revenue from $2M to $16M through strategic sales initiatives, supplier partnerships, and market-expansion strategies.
• Directed statewide craft spirits and mixology programs, leading the development and execution of approximately 115 beverage programs, training, and launch annually.
• Managed relationships with 63 supplier partners, over 500 individual brands, negotiating strategic partnerships aligned to mutually agreed growth KPIs across integrated on- and off-premise markets.
• Led spirits education and brand-awareness training for bartenders, beverage leaders, and hospitality partners, collaborating closely with key food & beverage decision-makers statewide.
• Supervised, coached, and developed a team of five direct reports, fostering a high-performance culture focused on sales growth, operational excellence, and professional development.

Bar Manager at Sanctuary Camelback Mountain Resort & Spa (2007-01 – 2011-01)

Directed beverage operations across multiple outlets within a luxury resort, ensuring exceptional guest experiences, operational efficiency, and service excellence.

• Maintained beverage cost of goods sold (COGS) below 20% through strategic purchasing, inventory optimization, vendor management, and cost-control initiatives.
• Managed beverage procurement, inventory control, and purchasing processes, reducing waste while maximizing product availability and profitability.
• Implemented standardized training programs, operational procedures, and service standards that improved staff performance, consistency, and regulatory compliance.
• Worked closely with the marketing team to develop and implement programming across all outlets for contued visibility and financial growth.

Early Career at Restaurants, Luxury Hotels & Hospitality Groups (1998-01 – 2007-01)

Progressed through increasingly responsible culinary and beverage leadership roles across restaurants, luxury hotels, and hospitality organizations.

• Advanced into leadership positions by consistently improving operational performance, staff development, and financial results.
• Built expertise in beverage operations, team leadership, inventory management, cost control, and service delivery within high-volume, luxury environments.

A.A.S. in Culinary Arts – California Culinary Academy

Architectural Studies (Hospitality Design Emphasis) – Arizona State University

Court of Master Sommelier - Level 1

Certified Tequila Specialist

Certified Sherry Wine Specialist