Jason Asher leaves Century Grand, Barter & Shake. Here's what's next

Phoenix cocktail pro Jason Asher has left Barter & Shake Cocktail Entertainment, the hospitality group behind the award-winning, immersive cocktail bar Century Grand. He created the group with Rich Furnari, who remains at the company.

“After an incredible decade dedicated to the passionate creation and meticulous refinement of world-class bar concepts under the Barter & Shake umbrella, I have made the important decision to pursue new opportunities and face fresh challenges,” Asher said in a statement provided by Barter & Shake.

Asher has crafted cocktails and played a role in Phoenix’s drinks scene for more than two decades, making his first big splash while at Sanctuary Camelback Mountain's Jade Bar. While there he was named Bombay Sapphire and GQ Magazine's Most Inspired Bartender of 2010. He would go on to work for a spirits brand and then launch Counter Intuitive in Scottsdale in 2015, the first bar under the Barter & Shake group.

Now, he has launched a consultancy company called Juniper & Jigger Hospitality Co., according to a press release announcing the new endeavor. Juniper & Jigger will offer an array of services, from cocktail menu development and staff training to developing bar concepts or special events.

"This is the culmination of everything I’ve strived for throughout my career. Launching Juniper & Jigger gives us the opportunity to push the boundaries of what’s possible in hospitality, to innovate and to share the joy of highly curated experiences with others,” Asher said in the release. “I couldn’t be more thrilled to lead this new venture and continue raising the bar for excellence."

The bars developed by Barter & Shake – such as the tiki-inspired, seafaring UnderTow and the immersive train car journey, Platform 18 – have been credited for elevating the drinks scene in Phoenix, pushing boundaries and giving budding bartenders a home to experiment and hone their craft.

Century Grand, which in addition to Platform 18 and UnderTow, is home to Grey Hen Rx, has received several national awards. In April, it was named number 36 on the 2024 list of North America's 50 Best Bars, jumping up 12 spots from its 2023 ranking.

In July 2023, Century Grand took home a major honor from Tales of the Cocktail Foundation’s Spirited Awards. The trio of experiential bars was named the Best U.S. Cocktail Bar at the ceremony, whose honors are akin to the Oscars of mixology. In addition to the bars at Century Grand, Barter & Shake runs Sunny’s Lounge, which replaced the dive bar Shady’s Fine Ales and Cocktails in September 2023.

“I know that I speak for everyone at Barter & Shake, and all our employees in chorus, when we say he will be missed and, more importantly, he will absolutely dominate whatever he chooses to take on next,” Mat Snapp, Barter & Shake’s executive vice president of operations, said in the organization’s statement. “He always has, he doesn’t know how to do it any other way!”