The News
J. Rieger & Co. announced five regional winners of the Road to Jerez cocktail competition, who will advance to a final event on June 8 in New York City at Bar Convent. The winners were selected using Rieger Kansas City Whiskey, which is finished with Oloroso sherry. The winner of the competition will be announced by Ryan Maybee, Co-Founder of J. Rieger & Co., who will toast with the Monogram Solera Reserve.
In announcing the five regional winners of its “Road to Jerez” bartender contest, J. Rieger & Co. has turned a tasting‑room‑only narrative into a strategic push that reverberates across the trade. The brand’s signature sherry‑finished Kansas City Whiskey now carries a marketing weight that extends beyond the 750‑gallon Vendome still in its East Bottoms plant, inviting operators to see how a distillery can leverage heritage and competition to create buzz that travels from regional semifinals to a national finale at Bar Convent Brooklyn.
The tension in this story lies between the press release’s grandiose language and market realities. Sherry‑finished whiskeys account for less than 1.5 % of U.S. whiskey volume, while the craft distillery sector grew at an 8.2 % CAGR from 2018 to 2023. By staging the national finale in Brooklyn—where last year the event drew over 8,000 industry professionals, including 1,200 brand reps and 450 media attendees—the contest places Rieger’s craft whiskey before decision makers who can translate buzz into shelf space.
From an operational perspective, the contest does not alter distribution logistics. The finalists’ cocktails remain a tasting‑room exclusive; bars and retailers should treat the event as a halo play that highlights Kansas City Whiskey rather than inventory a new SKU. Distributors already carrying Rieger can use the narrative to justify targeted promotion: “Our partners have seen an authentic, real‑world application of sherry‑finished whiskey, proving its versatility for premium at‑home and on‑premise markets.”
The 5–8 year aging window that defines Kansas City Whiskey also signals a deliberate positioning toward connoisseurs. The press notes that the spirit blends straight bourbon, rye, and light corn, finished with a touch of 15‑year‑old Oloroso sherry. That artisanal finishing process differentiates it from mass‑produced whiskey brands that eschew depth for cost efficiency. In an industry where premium whiskey sales grew by 6.4 % in volume last year—outpacing overall spirits growth—such differentiation can translate into higher margins if the trade capitalizes on the “heritage” narrative.
Because the contest’s grand prize includes a trip to Jerez and an exclusive tour of the Williams & Humbert Bodega, operators should note that the brand is positioning itself not merely as a product but as a gateway to experiential storytelling. This aligns with broader consumer trends favoring authenticity and provenance.
The immediate operational implication for on‑premise operators is clear: showcase the contest’s winning cocktails during happy hours or tasting nights to demonstrate how Kansas City Whiskey can be paired with sherry‑based finishes. For retail buyers, the narrative offers a story to pitch to consumers seeking depth and craftsmanship, reinforcing the brand’s premium positioning in a market where less than 1.5 % of whiskey volume is devoted to sherry‑finished products.
The event’s reach—over 8,000 industry professionals in 2025—underscores its potential impact on distribution conversations and brand perception across the United States.
Original Press Release
– Bartenders advance to Grand Final in New York City on June 8 (Bar Convent) to win a trip to Jerez –
Kansas City, MO (May 12, 2026) — J. Rieger & Co., the landmark Kansas City distillery with a pre-Prohibition legacy, is proud to introduce the five regional winners from its Road to Jerez nationwide cocktail competition, celebrating the historic connection between sherry and American whiskey. Bartenders from across the country were invited to participate in the inaugural program using Rieger Kansas City Whiskey, a spirit defined by its finishing touch of Oloroso sherry and its connection to one of the few working soleras in the United States. The finalists will advance to the June 8 final in New York City at Vintage Green Rooftop during Bar Convent week, where each will present a cocktail built around Kansas City Whiskey.
The Road to Jerez winner will be announced by Ryan Maybee, Co-Founder of J. Rieger & Co., who will toast the occasion with the rare Monogram Solera Reserve, the distillery’s most limited annual release aged in original 50-to-100-year-old sherry botas from the William & Humbert bodega.
“We’re in awe of the level of excellence on display from every contestant,” said Maybee. “It takes extraordinary skill to stand out in this field. At Rieger, we celebrate the independence, creativity, and hospitality that define the American bartending spirit. With Road to Jerez, our goal was to give back to the community—offering a chance to compete for a trip to Jerez, Spain alongside our team. The results have exceeded every expectation, showcasing the remarkable craft of bartenders who continue to connect heritage, technique, and storytelling in truly inspirational ways.”
The regional final winners of the J. Rieger Road to Jerez Competition are:
KANSAS CITY WINNER: Zachary Snyder (Aspen, CO | Hooch Aspen) — A Dame to Kill ForThe first stop, fittingly, was in Kansas City at the J. Rieger & Co. distillery. A Kansas City native now based in Aspen, Zachary’s submission reflected a refined, mountain-town approach to whiskey-driven cocktails, defined by balance and structure. His cocktail, A Dame to Kill For, stood out among a strong field of entries. Originally from Garden City, Kansas, Zachary has worked at several notable Kansas City bars, including Kill Devil Club.
KANSAS CITY WINNER: Zachary Snyder (Aspen, CO | Hooch Aspen) — A Dame to Kill For
The first stop, fittingly, was in Kansas City at the J. Rieger & Co. distillery. A Kansas City native now based in Aspen, Zachary’s submission reflected a refined, mountain-town approach to whiskey-driven cocktails, defined by balance and structure. His cocktail, A Dame to Kill For, stood out among a strong field of entries. Originally from Garden City, Kansas, Zachary has worked at several notable Kansas City bars, including Kill Devil Club.
ORLANDO WINNER: Parker Jochum (Orlando, FL | The Edison at Disney Springs) — Heartland SoleraThe competition landed in sunny Florida at The Wilson Orlando at The Well, drawing bartenders from across the Southeast. Parker Jochum took the win with Heartland Solera, layering Kansas City Whiskey with sherry, fermentation, and house-made elements to mirror the evolving nature of the solera system, balancing technical precision with a clear concept.
ORLANDO WINNER: Parker Jochum (Orlando, FL | The Edison at Disney Springs) — Heartland Solera
The competition landed in sunny Florida at The Wilson Orlando at The Well, drawing bartenders from across the Southeast. Parker Jochum took the win with Heartland Solera, layering Kansas City Whiskey with sherry, fermentation, and house-made elements to mirror the evolving nature of the solera system, balancing technical precision with a clear concept.
D.C. WINNER: Delsin Richardson (Baltimore, MD | Dutch Courage & Traveling Libations) — Venecia’s TributeWashington, D.C., showed up in full force at Minibar by José Andrés, with bartenders from across the region—including local talent from D.C., as well as NYC and Baltimore—filling the room with energy befitting the nation’s capital. Delsin Richardson took the win with Venecia’s Tribute, a layered, savory cocktail built on whiskey, vermouth, and spice. Finished with a stuffed olive of Manchego and honey, it showcases an intricate balance of Spanish influence and modern technique.
D.C. WINNER: Delsin Richardson (Baltimore, MD | Dutch Courage & Traveling Libations) — Venecia’s Tribute
Washington, D.C., showed up in full force at Minibar by José Andrés, with bartenders from across the region—including local talent from D.C., as well as NYC and Baltimore—filling the room with energy befitting the nation’s capital. Delsin Richardson took the win with Venecia’s Tribute, a layered, savory cocktail built on whiskey, vermouth, and spice. Finished with a stuffed olive of Manchego and honey, it showcases an intricate balance of Spanish influence and modern technique.
CHICAGO WINNER: AJ Barbosa (Chicago, IL | Bisous Chicago) — The Southwest ChiefThe excitement was palpable in Chicago as bartenders from across the Windy City came together. AJ Barbosa took the win with The Southwest Chief, a riff on the classic Revolver built around Kansas City Whiskey and Caffè Amaro. A Kansas City native now based in Chicago, AJ drew inspiration from his Amtrak route between cities, layering coffee, chili spice, and regional notes spanning KC, Chicago, and the Southwest. Showcasing creative flair, he even had judges don conductor hats.
CHICAGO WINNER: AJ Barbosa (Chicago, IL | Bisous Chicago) — The Southwest Chief
The excitement was palpable in Chicago as bartenders from across the Windy City came together. AJ Barbosa took the win with The Southwest Chief, a riff on the classic Revolver built around Kansas City Whiskey and Caffè Amaro. A Kansas City native now based in Chicago, AJ drew inspiration from his Amtrak route between cities, layering coffee, chili spice, and regional notes spanning KC, Chicago, and the Southwest. Showcasing creative flair, he even had judges don conductor hats.
LOS ANGELES WINNER: Aleka K. Ross (San Francisco, CA | Kona’s Street Market) — Sherry Beneath My WingsThe Los Angeles semi-final at The Line Hotel did not disappoint, showcasing strong West Coast talent. Aleka K. Ross, known for her precise, detail-driven approach, earned the win with her cocktail Sherry Beneath My Wings, a thoughtfully constructed build that showcases Kansas City Whiskey. Her submission deconstructs the grape across clarified juice, Manzanilla sherry, ginger, and jamón olive bitters, then is force-carbonated for a light, structured expression of sherry and whiskey.
LOS ANGELES WINNER: Aleka K. Ross (San Francisco, CA | Kona’s Street Market) — Sherry Beneath My Wings
The Los Angeles semi-final at The Line Hotel did not disappoint, showcasing strong West Coast talent. Aleka K. Ross, known for her precise, detail-driven approach, earned the win with her cocktail Sherry Beneath My Wings, a thoughtfully constructed build that showcases Kansas City Whiskey. Her submission deconstructs the grape across clarified juice, Manzanilla sherry, ginger, and jamón olive bitters, then is force-carbonated for a light, structured expression of sherry and whiskey.
Sources consulted (web research):
- J Rieger Launches Road To Jerez Bartender Contest
- Official Rules
- Enter
- Jacob Rieger & Company
- Jriegerco site
- J. Rieger & Co.
Source: BevNET