Jason Armstrong, a former bartender and wine importer, founded his whiskey brand, Den of Thieves, after an inspiring conversation during a bourbon trail trip in 2017. A friend, aware of his passion for whiskey, encouraged him to pursue this dream. However, it was only after he had named the brand that he discovered a surprising connection to his family’s history of bootlegging.

The name "Den of Thieves" reflects Armstrong’s upbringing in Brooklyn during the 80s and 90s, a time marked by a significant drug problem. He described how local drug dealers looked out for him as a kid, ensuring that he stayed in school. This experience led him to believe that there existed an unwritten honor code even among thieves. Additionally, being an avid comic book fan, the name nods to a character named Xander from the thieves’ guild in New Orleans, symbolizing Armstrong’s vision of whiskey being associated with clandestine, traditional bars.

As he began his journey with Den of Thieves, he unexpectedly learned that his maternal grandfather, Bernie Powell, had been a bootlegger in Georgia. Armstrong, who had never met him as he died before Armstrong was born, now feels a connection between his whiskey brand and the legacy of his grandfather’s “den of thieves.” Currently, Den of Thieves is available in several states, including New York and New Jersey, with plans for expansion later this year.

The whiskey’s initial debut occurred in 2018, but Armstrong decided to withdraw it from the market as he was not satisfied with the flavors. After revamping the product, he successfully relaunched it in late 2019, just before the COVID-19 pandemic struck. The pandemic unexpectedly benefited his brand, allowing him to secure shelf space and gain traction amid surging liquor sales, which saw a 20% increase from March to September 2020.

Den of Thieves now offers a range of four whiskeys: a five-year-old bourbon, an eight-year-old bourbon, a ginger vanilla bourbon, and a chocolate bourbon. Armstrong’s first creation was the ginger vanilla bourbon, specifically designed to pair well with cigars, something he personally enjoys.

Throughout this journey, Armstrong has ensured that there’s something for everyone in his whiskey line, stating that no one trying his products would leave without finding something to their liking. He also advocates pairing his whiskey with one of his own cigar creations, Tristan Lee Cigars, named in memory of his nephew and sister who passed away.

For additional information about Den of Thieves, visit Den of Thieves Whiskey.