Jason Asher

The Path

Precision in a room, speed under pressure, and the ability to read service before it breaks are part of the craft that shaped Jason Asher early. At Scottsdale Culinary Festival, Top 100 Culinary Trendsetters, he got an immersive start that set the terms for the work that followed: hospitality built on discipline, instinct, and a clean hand with execution. That foundation carried into years of hands-on leadership and concept-building, where the balance between service and making became the throughline. At Barter & Shake Creative Hospitality (2015–2024), that balance was tested in the daily work of shaping a house from the inside out. As Founding Partner, Jason Asher worked in the space where ideas meet systems: standards, structure, and the repeatable details that make a room feel considered without calling attention to the machinery behind it. Over nearly a decade, the role sat at the point where concept only matters if service can hold it. Since 2025, Jason Asher has brought that experience into Juniper & Jigger Hospitality Co. The move keeps the focus on operational rigor and room-level identity, with bars and restaurants still speaking through the decisions made before the first pour and long after the last ticket.

The Work Today

Mixology, spirits, and restaurant and bar operations define the field Jason Asher works in now, and the overlap is where the craft lives. Ingredient, production, flow, and hospitality all sit in the same system; none of them works well in isolation. In that frame, a cocktail is not just a build, but the result of choices about balance, purpose, and place. On juniper, he said, "Juniper represents resilience and is a key component of our home state. Juniper is also, of course, an important and essential piece of crafting gin." The comment is useful because it stays close to the material: juniper as a marker of character, region, and function. In gin, it is not decorative. It is structural.

In Their Words “There was really no clean way to approach that fork in the road without parting ways or divesting… With a lot of confidence, I parted ways very amicably and with a lot of high hopes that they will carry on the legacy that we instilled.” “Juniper represents resilience and is a key component of our home state. Juniper is also, of course, an important and essential piece of crafting gin.”