This week on the podcast, Damian is joined by Jordan Hughes, better known as the High-Proof Preacher — a former pastor turned cocktail creator, photographer, author, and educator. Jordan has become one of the most recognisable creative voices in the drinks world, with his striking visuals, viral cocktails, and approachable educational platform, Cocktail Camera.

We dig into Jordan’s unusual journey from the pulpit to Portland’s cocktail scene, how he built a career blending drinks and photography, and the lessons he’s learned about creating content that actually connects. Along the way, we touch on the rise of the creative economy in hospitality, why visuals and substance must balance in bars, and how authenticity is the secret ingredient for both cocktails and content.

In This Episode

• Jordan’s origin story: from church ministry to cocktails and photography
• How High-Proof Preacher started as a side hobby in 2017 and became a full-time career
• Working with Portland’s local distilleries and evolving into brand partnerships
• The shift from photographer to full-fledged content creator during the pandemic
• Tales of the Cocktail and the community energy of the global bar world
• How Jordan’s pastoral background shapes his view on hospitality and people-focused work
• The double-edged sword of social media: educated consumers vs. chasing visuals
• Why authenticity and investing in staff training matter more than neon signs and Instagrammable backdrops
• Jordan’s philosophy for capturing real moments behind the bar in photography and video
• An overview of Cocktail Camera and what bartenders and bar owners can learn from his 101 and Pro courses
• One practical tip any bar can use right now to instantly improve cocktail photography

Jordan has very kindly offered our listeners 75% off the Cocktail Camera 101 with code COCKTAILACADEMY.

to access this outstanding course, just click here: https://www.cocktailcamera.com/offers/P545iA84?coupon_code=COCKTAILACADEMY

Connect with Jordan

• Instagram: @highproofpreacher
• Instagram (education): @cocktailcamera
• Website & Courses: cocktailcamera.com

Connect with The Cocktail Academy

• Instagram: @welovecocktails
• TikTok: @welovecocktailsx
• Facebook: @welovecocktailsx
• Website: thecocktailacademy.com
• Email: [email protected]

Want more? Don’t miss the Cocktail Academy Lock-In, available exclusively at thecocktailacademy.com, where Jordan shares even more hands-on advice for bartenders and bar owners looking to step up their content game.

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