Xander Brown has built an inspiring career, transitioning from photojournalist to bartender to whiskey educator. Representing iconic brands like Bushmills, the world’s oldest licensed whiskey distillery, and Stranahan’s Colorado Whiskey, a pioneer in American Single Malts, Xander Brown brings passion and storytelling to whiskey education. In this interview, he shares insights on whiskey culture, memorable experiences, and his approach to making whiskey accessible for everyone.
You’ve had a unique journey from working behind the bar to becoming a whiskey educator. What first sparked your passion for whiskey, and how did that lead you to where you are today?
It was actually a happy accident. I always had a passion for photography. I earned a Bachelor’s of Science in the field, worked as a photojournalist in the Air Force for six years, and figured I’d pursue a career in photography. When my service ended, I was living in Boston and came to appreciate drinks done right after becoming a regular at a high-end cocktail bar called Drink. It led to an interview, I got hired, and thus began my journey into the spirits world.
The on-the-job training was rigorous, working my way up from barback to apprentice to bartender. There were written and practical exams and weekly classes taught by the staff, ambassadors, and educators. After a while, I realized that I enjoyed the educational part of the job most. At first, I was more of a gin and rum drinker than a whiskey guy, but after all of the training and tasting, I found myself loving whiskey and whiskey education.
About three years in, a large spirits company offered me my first opportunity as a brand ambassador. I knew right away it was the perfect role, and it established my belief that when we sell a cocktail, it’s not just the liquid in the glass, but the story that it represents and tells. Now I have the opportunity to work with some of the best brands in the industry, like Bushmills and Stranahan’s. One is the world’s oldest licensed whiskey distillery, with over 400 years of history. The other is pioneering American Single Malt, redefining the single malt landscape. Not a bad gig.
As someone who represents multiple whiskey brands, how do you find your personal connection to whiskey influences the way you teach and talk about it?
My heritage plays a huge role in my connection to whiskey. I’m Scottish, Irish, English, German, and Nordic, so those Irish and Scottish roots made for a natural start to my serious whiskey journey. I’ve tended to connect with Irish whiskey most naturally during my career. There’s the shared heritage, but it also stands as one of, if not the, oldest whiskies available. I find it fascinating and history-steeped, and it motivates me to share everything that makes Irish whiskey what it is today. And I couldn’t be luckier, having within our Proximo Spirits family a gem like Bushmills, made at the world’s oldest distillery dating back to 1608.
To be sure, there are stories to tell about all of our whiskies, from the pioneership of western whiskies like Stranahan’s, TINCUP, and Pendleton Whisky, to what we’re doing back east with Great Jones, the first legal distillery in New York City since Prohibition. And I love telling them to whoever wants to listen!
What’s been the most memorable experience you’ve had while traveling to whiskey distilleries, whether in Ireland or Colorado? How did that experience shape your understanding of whiskey?
For me, it’s the intangibles – not necessarily what the place looks like, or even the end product – but rather, what you feel when you step inside. It’s the smells, the humidity, the people rushing around doing the work…the stuff that you’ll never read about. The first time I visited Stranahan’s in Denver was truly special, smelling that sweetly aromatic malted barley and feeling the warmth coming off the stills. It’s one of the most fun, down-to-earth distilleries you’ll ever experience. The brand’s Head Blender, Justin Aden, is one of the most talented and learned people out there, and Devin Ershow, our Head Mixologist, spins up gold.
I’m especially looking forward to meeting Alex Thomas, Bushmills’ master blender and Ireland’s second-ever female to hold this esteemed title. After so many years in this industry, I’ve come to believe you can get to know someone through the products they craft. With every sip, you can taste the passion and dedication that she and her team pour into each bottle.
Whiskey culture has grown significantly over the years. How have you seen attitudes toward whiskey change, both as a bartender and now as an educator?
Overall, I’ve seen two shifts. First, in how common of a call whiskey has become, and second, in who is calling for it. It’s no longer just older men. Now, it’s literally everyone.
People are also thinking and caring more about what they’re drinking. When I first started as an educator, the questions I got were pretty basic, asking about mash bills or just where the liquid was made. Now, people come to my sessions with a grasp of flavor profiles and want to get super granular about the entire process, from cooperage to finishing. The educator in me loves interacting with more well-versed consumers and showing them different ways to enjoy what they love even more, whether in a new cocktail or kissed with a perfect drop of ideal water.
I also love seeing people getting more curious about American Single Malts and having them enter their regular repertoire. Stranahan’s has been a major force, going back 20 years, winning the most awards in its category and lobbying hard for an official ASM designation. It is a fascinating and natural bookend to the unmatched heritage and shared passion for perfection in Bushmills. The new and the old, writing whiskey’s next great chapter.
Can you share a story from your bartending days where whiskey played a central role, whether it was creating a memorable cocktail or introducing a guest to a whiskey they fell in love with?
Folks can have preconceived notions when it comes to whiskey. Maybe they’ve tried one whiskey and they think it’s how all whiskey tastes. I like to challenge them with a whiskey cocktail, and if they don’t like it, I’ll pay for it. My go-to is called a “Blinker,” made with an ounce and a half of whiskey, along with a very approachable ounce of ruby red grapefruit and a half ounce of raspberry simple syrup. It keeps the overall whiskey backbone intact while enhancing a variety of specific natural flavors, like the fruitiness in certain American Single Malts or Irish Single Malts. Which of course, wink wink, is the ideal intro to Stranahan’s or Bushmills.
You’ve interacted with so many whiskey enthusiasts over the years. What’s the most rewarding part of sharing your whiskey knowledge with others?
The most rewarding part is the connections. There’s just something about sharing that I’m a Whiskey Educator and seeing people’s faces light up. It gives me the knowledge and means to tell great stories – and get paid for it! – like about the boat we launched with the sole purpose of advertising Bushmills. And about how one of my colleagues got to taste TINCUP in a helicopter over the Rocky Mountains at 14,000 feet with journalists. And about the barn fire that led to two men forming a bond over whiskey that came to life as the number one American Single Malt in the country in Stranahan’s. It’s where agronomy, chemistry, history, unforeseen events, and marketing come together to tell great stories, make warm memories, and contribute to the making and maintaining of special brands.
What’s a personal philosophy or approach that guides you when teaching others about whiskey?
Whiskey can get pretentious and unapproachable, and my goal is to make it achievable for all. I talk a lot about not judging a whiskey by its bottle. When folks see a 12, 15, or 18-year-old age statement, they often think what’s inside has to be enjoyed a certain way. Whiskey does not have rules. Whether you prefer your whiskey neat, on the rocks, or in a cocktail, there is simply no wrong way to enjoy it.
Do you have a favorite whiskey-related memory that stands out from either your time behind the bar or in your current role as a whiskey educator?
When I first came to Proximo Spirits, I was at a dinner for the owner of a chain of grocery stores that included an education session for our guests. We tasted and talked about some of our premium products, including Stranahan’s Sherry Cask, Bushmills Single Malt 10 Year Old, and our TINCUP 10 Year Bourbon. What made it extra special was having an ace up my sleeve: a sample of very special Bushmills Single Malt 25 Year Old. I waited for the perfect after-dinner moment – and the manager’s permission – to reveal my treasure. Seeing everyone’s eyes light up and sharing liquid that had been in barrels for three-quarters of my life was an unforgettable experience.
Whiskey is often associated with heritage and tradition, but it’s also part of modern cocktail culture. How do you balance those two sides when sharing your love of whiskey?
Whiskey heritage and tradition laid the foundation for what modern cocktail culture is, in so many ways. Drink in Boston, where I had my first bar job, was a classic cocktail powerhouse, and one of the first bars there championing modern cocktails. But their modern creations were steeped in cocktail tradition and in keeping things simple, rather than complicating for its own sake.
The modern culture was the presentation–there weren’t any visible bottles at the bar, nothing was hung from the walls, and the bar itself was designed to be this long, squiggling bar to create as many corners as possible to help build relationships and connections between guests. That transcends into what we’re doing now–I teach spirits history to build relationships, and I believe that one can’t exist without the other.
Trending recipes and ingredients come and go, but it’s that understanding that every dram of whiskey is a piece of history in your hands that inspires the right kind of cocktail experimentation. A perfect example of this would be utilizing a modern rye in a classic cocktail. Great Jones Rye makes a wonderful Old Pal. This wonderfully spicy rye breathes new light into a cocktail that was invented when America was at the height of Prohibition. Great Jones is the first distillery in Manhattan post-Prohibition. I love that a whiskey that couldn’t have been in the cocktail when it was invented can now take center stage, adding a new layer of history and flavor. It has a chance to shine.
What’s one piece of advice you would give to someone who’s just beginning to explore whiskey, whether as a bartender or as a whiskey lover?
Taste, taste, taste! There are so many opportunities out there to learn while enjoying. Enroll in an education series, take a tasting class, or check out a local tasting event to expand your palate. Try and taste multiple releases in one session, whether from one brand or different ones. Trying only one product in a given session takes away from your ability to compare and contrast, which is a big theme of my sessions.
Has there been a moment or a person who really influenced your journey with whiskey, or perhaps helped shape how you see and appreciate it?
When I was at Drink in Boston, I got to know a guy named Tenzin Samdo who worked at the bar across the street, called Tavern Road. He became a good friend who helped accelerate my understanding and appreciation of all things spirits. He was a vivacious person who loved education, loved garnishes, and was just such a beautiful, passionate person. Having him by my side when I first got into bartending was as fun as it was enlightening.
Whenever I had a question or wanted to try something out, I knew I could walk into Tavern Road for help. Tenzin would often drop everything and come across the street to introduce me to a new cocktail, give me a sip of something special, or teach me how to create an out-of-this-world garnish. He unfortunately passed away a few years back, and his memorial was attended by hundreds. We even had a garnish station to honor Tenzin and the memories he created with so many, and that experience is something that will always stick with me. I try to honor and emulate his thirst for life and for teaching every day.
What’s your favorite way to enjoy whiskey, and has that changed over the years as you’ve learned more about it?
It depends entirely on my mood, but my general go-to is in a Boulevardier made with Stranahan’s Diamond Peak. Each year, as the finish evolves, the cocktail takes on a nuanced transformation. This year’s Caribbean Rum Cask finish adds a beautifully subtle sweetness that elevates the experience. However, there are certain whiskies that I feel work better for that than others. When I’m looking for something fruitier, I love tiki cocktails and using a method I call the “Mr. Potato Head method” where I’ll switch out one spirit for another, like the Rodeo Rita which features Pendleton Original in place of tequila with a traditional margarita recipe. It’s a great way to explore the cocktail universe.
Looking back on your career, what’s something about whiskey or the whiskey community that continues to surprise and inspire you?
One of the most surprising things about whiskey to me is that it is constantly changing. We’ve been doing this for nearly 500 years, but there are still passionate individuals out there who create new techniques, utilize new tech, or use new ingredients to continue growing the category.
I’m currently reading a book about the terroir of grain and how a gentleman out of Texas looked at how bourbon is traditionally made with gross commodity grain, and what would happen if he used single-estate grain. My mind was blown that someone would take the time to learn that and push the community.
You represent a diverse range of whiskey brands, including Bushmills, Stranahan’s Colorado Whiskey, and TINCUP. How do you approach educating people on the unique qualities of each brand?
Each of our whiskies comes with its own unique qualities and facts that in themselves are great stories… Bushmills is the oldest licensed whiskey distillery in the world, while Stranahan’s is among the very first American Single Malts. TINCUP shares Colorado with Stranahan’s, but does things differently, in ways that are naturally embraced by adventurous, outdoorsy people. Pendleton is steeped in a different kind of Western tradition, a wilder one descended from rodeos and crafted with northern grains and glacier-fed spring water. Great Jones has its first post-Prohibition legal New York City status and expressions that feature ingredients raised in the lush, bucolic, one-of-a-kind upstate New York State terroir.
Each is a story that I can connect with. Being a military veteran, an artist, an outdoorsy person, and having tried a million different hobbies, has enabled me to feel these brands and their histories, which makes teaching people about them a genuine pleasure.
What’s one thing you wish more people understood about Irish whiskey, especially Bushmills, compared to other whiskey categories like Scotch or Bourbon?
I often say that the first reference to Irish whiskey came 100 years before Scotch. Bushmills is the oldest Irish whiskey, and that means it has seen it all. It has gone through tremendous changes over the last few centuries alone. Pre-prohibition, Irish whiskey was the most popular spirit in Europe and America, bar none, but it saw decline over the years, going from 1,200 distilleries at its height to only four at its lowest point.
Nevertheless, Irish whiskey survived, and I love that Bushmills is the only distillery that has continuously produced single malt Irish whiskey, even during the days of the whiskey tax, which made it far more expensive to produce. But Bushmills survived it all and thrives today.
Our legendary Head Distiller, Colum Egan, says it best: we’re not the best because we’re the oldest. We’re the oldest because we’re the best.
Do you have a favorite cocktail to make with each of the brands you represent? Could you share what makes these cocktails stand out for you?
While a Boulevardier is my go-to, I like experimenting with different whiskies that add unique flavors. For example, single malts, like Bushmills Private Reserve, finished in Bordeaux casks, go very well with it. The liquid’s higher proof really stands up to the cocktail’s other ingredients.
I often go back to simple cocktails. The Blinker, made with fresh raspberry and whiskey, is one of my favorites. The bright depth nicely complements our sherry-finished expressions, and I often use Stranahan’s Sherry Cask. TINCUP Rye also makes an amazing Brown Derby, with a little bit of honey and a little grapefruit that offers a nice depth and earthiness.
As someone who’s both worked behind the bar and now educates about whiskey, how do you see the role of whiskey in modern cocktails versus its more traditional neat or on-the-rocks presentation?
As popular as it has become, I still feel as if whiskey is still not seen as a go-to modern spirit, but that’s something I’ve put on my shoulders to champion. Consumers need to see whiskey as approachable. One of the ways we do this is through cocktails and our partnership with the PGA Tour! We have a few cocktails we’ve made with the golf consumer in mind, including “The Tea Off”, which is made with Bushmills Original, Lemonade, Iced Tea, and a lemon slice, and “The Juicy Lie” which is made with Bushmills 10 Year, grapefruit soda, pineapple juice, and a squeeze of lime.
Recipes like this give consumers an approachable way to try whiskey and shows folks that whiskey can be enjoyed in the summer with just a squeeze of citrus! On-the-rocks will still be the best way to taste the true soul of the whiskey, you can taste the quality of distillation, the depth of the finishing, and the body the grain adds to the whiskey.
Can you share any memorable experiences you’ve had visiting distilleries, either in Ireland with Bushmills or in Colorado with Stranahan’s and TINCUP? How do these visits influence how you talk about the products?
During my first experience at Stranahan’s, I got the chance to participate in a barrel pick for a bar in San Diego, where I’m based. That was pretty incredible, to see all the detail, thought, and expertise that go into these projects. To feel and know TINCUP better, I visited the genuine ghost town of Tin Cup, Colorado which once thrived with mining, and I can tell you, it definitely speaks to the rugged adventurers who have embraced the brand.
What do you see as the next big trend in the whiskey world, and how do you think brands like Bushmills, Stranahan’s, and TINCUP are poised to lead or respond to those trends?
I believe we’re going to start seeing much more breaking down the walls of what whiskey is thought to be and teaching people what whiskey is instead. Whiskey is simply water, yeast, grain, and time. It’s something that can be drunk like anything else, and Proximo Spirits is making the necessary investments to make these products even more available to consumers.
We’ve opened up a second Bushmills distillery, The Causeway Distillery, to double production. Stranahan’s is at the forefront of creating an official American Single Malt designation. TINCUP is helping the world retain its beauty through partnerships with organizations like Leave No Trace, which help build a brand that connects with like-minded people for the long term. Pendleton Whisky is also outpacing the broader whiskey category in sales (Source: Nielsen YTD thru 10/19/24), finding a way to honor its Western heritage while expanding to new audiences with the recent expansion of its portfolio.
