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Elijah Craig wasn’t afraid to set fire to convention. As the first to char oak barrels to make Bourbon, he changed whiskey-making in America forever. In honor of his innovative spirit, we’re celebrating entrepreneurs who are torching the status quo in areas like fashion, food and charity. Get to know The Fire Starters.

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Colin Hunter & Peyton Jenkins

Peyton Jenkins
& Colin Hunter

Co-founders of
Alton Lane

Alton Lane was co-founded by college friends, Colin Hunter & Peyton Jenkins. Since their early days in 2009, they’ve been torching the status quo in the men’s retail industry with a blend of technology and bespoke menswear.LEARN MORE

Colin Hunter & Peyton Jenkins

Alan
Jackson

Founder of
Lemonade

What made Chef Alan Jackson throw in the towel on LA’s upscale dining scene? A burning desire to create a chef-driven, contemporary approach to fine food, done fast. In 2008, he founded Lemonade. Since then, he’s been torching the status quo in fast-casual dining. LEARN MORE

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Alton Lane was co-founded by college friends, Colin Hunter & Peyton Jenkins, while attending the University of Virginia. Since their early days in 2009, they’ve been torching the status quo in the men’s retail industry with a blend of technology and bespoke menswear. Learn more

old fashioned

Old Fashioned Colin's Drink of choice

A classic Bourbon cocktail best enjoyed when made with Elijah Craig Small Batch.

Ingredients

  • 2 oz. Elijah Craig Small Batch Bourbon
  • .5 oz. Simple Syrup
  • 3 Dashes of Angostura® Bitters
  • 1 Brandied Cherry
  • 1 Slice of Orange

METHOD

In a mixing glass add cherry, orange and bitters. Gently muddle as to break up the fruit. Next add simple syrup, Elijah Craig Small Batch and ice. Stir until well chilled. Fill a rocks glass with fresh ice, strain cocktail over ice and garnish with a orange twist..

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forbidden-sour

Manhattan Peyton’s DRInk of choice

A drink for those who appreciate the classics. Add this one to your list immediately.

Ingredients

  • 2 oz. Elijah Craig Small Batch
  • .75 oz. Sweet Vermouth
  • 3 Dashes Angostura Bitters

METHOD

Stir and strain into pre-chilled cocktail glass. Garnish with a brandied cherry.

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open video play

What made Chef Alan Jackson throw in the towel on LA’s upscale dining scene? A burning desire to create a chef-driven, contemporary approach to fine food, done fast. In 2008, he founded Lemonade. Since then, he’s been torching the status quo in fast-casual dining. Learn more

kentucky buck

the Kentucky buck Alans’s DRInk of choice

A simple and delicious favorite of Bourbon lovers near and far, but especially Kentuckians.

Ingredients

  • 2 oz. Elijah Craig Small Batch Bourbon
  • 0.75 oz. Simple Syrup
  • 0.75 oz. Fresh Lime Juice
  • 2 Strawberries
  • 2 oz. Ginger Beer

METHOD

In a mixing glass, gently muddle strawberries and lime juice. Add Elijah Craig Small Batch Bourbon and simple syrup, shake with ice until well chilled. Strain cocktail over ice in a Collins glass. Top with ginger beer and garnish with a lime wedge.

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old fashioned

Boulevardier

This three ingredient cocktail is a cousin of the Negroni, turned rich and intriguing with the edition of Bourbon.

Ingredients

  • 1 oz. Elijah Craig Small Batch Bourbon
  • 1 oz. Campari®
  • 1 oz. Sweet Vermouth

METHOD

Combine all ingredients in a mixing glass, add ice and stir until well chilled. Serve up in either a coupe or cocktail glass. Garnish with an orange twist.

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Colin Hunter
& Peyton Jenkins

Co-founders of Alton Lane

Alton Lane was co-founded by college friends, Colin Hunter & Peyton Jenkins. Since their early days in 2009, they’ve been torching the status quo in the men’s retail industry with a blend of big data and bespoke menswear.

It all started when Hunter and Jenkins began moving up in the professional world and needed a wardrobe that matched their ambitions, but neither was able to find a retailer that offered the experience they were looking for. Jenkins describes it by saying, “I’m that weird anomaly of the male demographic that enjoys the shopping experience, yet there’s no place that I felt comfortable.” With that realization, the idea of Alton Lane was born. From there, the co-founders began their efforts in earnest, quickly mapping out the landscape and strategizing their path forward, all with a focus on delivering the one-of-a-kind experience that both were hungry to see in the marketplace.

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“We believe that experience is the final frontier of retail.” says Peyton Jenkins. To say that Alton Lane has delivered on that belief is an understatement. Their thirteen showrooms across the country feel less like a retail establishment and more like an upscale man cave, complete with overstuffed leather chairs, flat screen TVs, and a fully stocked bar. Upon entering for an appointment customers are greeted by a staff member who sits down with them over a drink at the bar. During this time, they get to know each customer on a personal level. All with the goal of making the shopping experience an enjoyable one.

From there, new customers are guided to Alton Lane’s 3D body scanner that captures their exact measurements across thousands of data points, ensuring that every piece of clothing fits to an exacting standard. Staff then combines this trove of data with their one-on-one customer conversation, guiding each client through a range of fashion options tailored to client’s tastes and needs. Customers make final selections and within a few weeks, a personalized box arrives at their door with their custom clothing. Once measured, customers can also purchase their custom apparel via the website That’s it. No high pressure sales person, no long lines, no browsing through multiple stores to find the right piece of clothing. That’s the Alton Lane difference.

“We would rather have fewer customers on a given day and build a relationship that’ll last 20 years.” These words from Colin Hunter perfectly capture the Alton Lane philosophy and quickly get to the heart of why they’re upending the status quo in men’s retail. With their old-school-meets-new-school attitude and a singular focus on delivering an exceptional customer experience, it’s no wonder why Alton Lane is blazing a trail to success.

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Adam Garone

Co-founder of Movember

How much good can a mustache do? Apparently, a lot. In 2003, Adam Garone and his 30 friends challenged themselves to grow mustaches as a friendly bet. The next year, the Movember Foundation was born, and together, they raised $54,000 for the Prostate Cancer Foundation of Australia during that year. Since then, the movement has raised $770 million, the largest funder of prostate and testicular cancer research in the world and the biggest advocate for challenging the status quo in men’s health.

Movember got its start in the same way that many great ideas are born: over a drink. Adam and a few friends were talking about trends, when they hit on the topic of the mustache. The question was raised, “Why hasn’t the mustache come back into style? The group challenged itself with bringing it back with a mustache-themed party at the end of November. Since “Mo” is Australian slang for “mustache”, the term “Movember” was adopted as the theme of the party.

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During and after the party, Adam and his friends were amazed at how many conversations were sparked over their change in appearance. The group asked, “How do we make that more meaningful?” They decided to leverage their new conversation starters as a way to create awareness for men’s health and the need for fundraising. This insight has become the backbone of Movember’s efforts.

The idea is simple: during the month of November, men are encouraged to grow mustaches and solicit donations for men’s health. To date, Movember has raised over $770 million USD to fund research and promoting awareness for men’s health. Garone explains, “On average, we men die five to six years younger than women…and there’s no biological reason for that. Our whole aim is to get men living happier, healthier, longer lives.”

This revolutionary approach to charity is encouraging men to discuss real issues in their lives and how they impact their well-being. “We wanted to create a new kind of charity. One that was inspiring and positive.” says Garone.

Today, Movember continues to innovate in order to bring the issue of men’s health to the forefront. Garone describes their future-focused attitude by saying, “We’re always looking for new opportunities where we can to be disruptive.” This restless spirit is what drives Movember, sparking conversations and blazing new trails along the way.

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ALAN JACKSON

Founder of Lemonade

What made Chef Alan Jackson throw in the towel on LA’s upscale dining scene? A burning desire to create a chef-driven, contemporary approach to fine food, done fast. In 2008, he founded Lemonade. Since then, he’s been torching the status quo in fast casual-dining.

Eating your vegetables shouldn’t feel like punishment, according to Alan. As the founder and visionary behind Lemonade, he continues to follow his calling of serving healthy, delicious food. His menu includes beautifully prepared salads, delicious braised meats, satisfying sandwiches, decadent desserts, and of course, thirst-quenching lemonades.

A California native, Alan named the restaurant “Lemonade” because of the bright and comforting feeling you get when you simply say the word.

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The concept behind Lemonade is a revolutionary approach to food: A captivating combination of traditional, fine dining and fast food. “From the day we opened, no one had seen a restaurant quite like this.” observes Allen. Customers experience a cafeteria style setting complete with trays and over the counter service. Here they can choose from nearly 50 different menu items from seasonal salads to truffle mac and cheese to Hawaiian poke. As Alan sees it, “I never saw Lemonade as a fast food restaurant but more as slow food…fast.”

Chef Alan believes that “Good food should be for everybody.” With that mantra in mind, Lemonade has sprung 28 locations up and down the west coast with talks of expanding east. And with that expansion comes even more innovation. Alan explains that his unique approach ensures a consistently delicious meal, no matter where you’re dining. With delicious, healthy food in a fast-casual setting, it’s no wonder Lemonade is blazing a trail to success.