Today we’d like to introduce you to Jason Armstrong. Them and their team share their story with us below:
Den of Thieves’ Whiskey is the creation of Jason Armstrong who is an enthusiast of cigars, playing the saxophone, comic books and of course spirits. As a former bartender and wine importer, Jason became passionate about creating whiskey after he and a few of his longtime friends visited distilleries in Kentucky and Tennessee and learned of it’s rich history. After some research, Jason learned that his grandfather was a bootlegger in GA who made bathtub gin, peach brandy and whiskey. This discovery sparked a passion in him to continue the legacy of a black spirits producer, so he decided to create a whiskey that pays homage to his grandfather, other prohibition moonshiners and the camaraderie they shared. “Honor Among Thieves” means you look after one another and it was the code they lived by. In honor of that code, Den of Thieves’ was born. With his passion for jazz, cigars and longtime friendships in mind, Jason created a whiskey that everyone can enjoy. Whether they are whiskey connoisseurs, cigar smokers or new to the spirits looking to find a brand they love, Den of Thieves’ was created for anyone bold enough to try something new.
In addition to Den of Thieves’ Whiskey, Jason has also embarked upon two tequila ventures called Nock Tequila and Mezcals with two business partners turned great friends, as well as a line of premium cigars, Tristan Lee Cigars, which is a boutique cigar line made to be paired with the spirits.
I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
To paraphrase Sun Tzu. No plan survives first contact intact…lol, so no, the road has been very challenging. It’s very capital-heavy upfront. Finding ways to juggle a full-time job or jobs in most cases as well as everything else life throws at you while growing your business is a huge challenge for most entrepreneurs. Learning the logistics of the industry from producing a product, to getting it on shelves, to raising awareness about it can also be difficult. Talking it though, I think some of the biggest challenges are resources, both financial & knowledge-wise. When I started, no one taught or showed me how to do any of the things I’m doing now. I was self-taught and made a lot of expensive mistakes in the process. That’s one of the main reasons I go out of my way to share whatever I’ve learned with anyone that I can.
I appreciate you sharing that. What else should we know about what you do?
I wear a lot of different hats. My background was originally in the spa & fitness industry. I was a personal trainer and massage therapist. I still teach massage therapy because I love to teach, and I also run a sleep lab. I wouldn’t say that I specialize in anything, what I will say is that I’m a student of life and try to learn from everyone and anyone I can so I can bring all of my experiences and understanding to whatever I put my hands and thoughts to achieving.
Professionally the thing I’m most proud of is taking Den of Thieves’ Whiskey and Tristan Lee Cigars from an idea in my head to a tangible item that I could actually hold in my hand. I love to create and doing this has been extremely rewarding. Also, forming the partnership/family that brought a product I truly love and have a passion for, “Nock Tequila”, to shelves in the US. Lastly, I got my Master’s Degree, which was a great professional achievement that was very personal to me as well.
What makes you happy?
Besides the obvious, which are great spirits and cigars..lol…My dogs, listening to jazz music, cooking on a Sunday afternoon, football, the gym, spending time with friends and family, and traveling. I have an incredible wanderlust and love to experience different cultures.
Contact Info:
- Email: thethieves@denofthieveswhiskey.com
- Website: https://www.denofthieveswhiskey.com/
- Instagram: https://www.instagram.com/denofthieves_whiskey
