Today we’d like to introduce you to Alexander Fletcher
Hi Alexander , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
From Rock Star Dreams to Hospitality Innovator: A Journey of Passion, Grit, and Reinvention
I started out as a musician—chasing the dream, playing gigs, and believing that, somehow, I’d be a rock star Playing Bass for my band Darby. For eight years, I gave it everything I had, but reality has a way of stepping in when you least expect it. At 30, I found out I was going to be a father. I had about $60 to my name, a two-door Ford Focus on its last leg, and a rented room in Uptown Dallas. But I was excited as hell. I knew I had to shift gears fast, so I put my head down and got to work, focusing on bar operations. At first, the plan was simple: become a bar manager. That would work… right?
Falling Into Cocktails
I got my start at The Dubliner, an Irish pub in Dallas, working alongside my good friend Omar Yeefoon. We ran Sunday afternoons together, and it felt like a community—a little village. The Dubliner had a manager who struggled to say no to liquor reps, which left us with a stockpile of random bottles. To clear inventory, we started making drinks with what we had. I had never thought of myself as creative in that way, but it clicked. People dug it.
Not long after, Omar left to open The People’s Last Stand, one of Dallas’ early “cocktail bars.” I had no clue what a cocktail bar even was, but it turned out I had already been making cocktails without realizing it. With my son on the way in six months and zero formal experience in craft cocktails, I took the leap.
Finding a Voice Through Flavor
I quickly realized that my past—traveling, eating, drinking—had shaped my palate. I could combine flavors in unexpected ways: green Chartreuse and basil, celery and strawberries, ginger and jalapeño. I brought my love of music into my work, naming cocktails after song lyrics and hiding Easter eggs in the menu—drinks like Lost in Translation, Police and Thieves, and On the Road.
A month before my son was born, Omar stepped away, and I was asked to take over as GM. It was trial by fire, but I thrived in it. Building a business was like problem-solving, something I had always loved. Then, in February 2012, my world changed forever. My son, Dillinger Jackson Fletcher, was born. From that moment on, everything I did was for him.
I worked nonstop, bringing him with me to the bar during the day to do paperwork, prep, and meetings. We stashed collapsible cribs behind couches and under tables so he had a place to nap while I worked. At night, I’d hand him off to his mom, work service, get home at 4 AM, and wake up at 6 AM to do it all over again. That was life for about three years.
Breaking Through in the Industry
After People’s Last Stand, I was asked to run the bar program at Victor Tangos, a dream job where I learned more about food, beverage, and hospitality under people like Matt Ragan. I found my voice there, pushing boundaries. I even created a cocktail using mushrooms, ponzu, and Japanese whisky that got international press.
Then came Henry’s Majestic—the first concept I helped create from the ground up. Henry’s was a haven for misfits, a place where we threw ideas at the wall and made it all work. The real gem, though, was the hidden 600-square-foot cocktail bar in the back: Atwater Alley. No signage, no advertising—just a dimly lit, two-story space with velvet wallpaper, killer drinks, and the right vibe. One night, I turned the corner and saw a line of 60 people waiting in the rain to get in. That’s when I knew we had something special.
From there, I became beverage director for The Dog & Pony Show, overseeing multiple concepts—Bread Winners Café, The Quarter Bar, Henry’s Majestic, Atwater Alley, Trick Pony, and Harlowe MXM. It was a lot. I learned a ton, but after some unfulfilled promises, I had to make the tough decision to leave.
The Corporate Pivot and a Global Shift
After leaving Dog & Pony, I was approached to be the beverage director for a massive project in downtown Dallas—at the AT&T headquarters of all places. When I walked into the construction zone, I saw the potential immediately. I took the job, but the role wouldn’t start for a few months. For the first time in a decade, I took a break. I traveled, spent time with my son, and just existed. But idle hands aren’t my thing.
When work finally started, it was a whole new world. Business casual, early morning construction meetings, corporate structure. On my first day, I found myself in an 8 AM meeting on the 37th floor, wondering what the hell I was doing. But soon, I got into the rhythm. We launched Jaxon Texas Kitchen & Beer Garden, The Exchange food hall, Double Tap, and Hardshake cocktail lounge. It was thrilling—until it wasn’t.
We opened in February 2020. Two weeks later, COVID shut everything down.
With almost our entire staff furloughed, a handful of us stayed behind to keep the lights on. We gave away 5,000 meals to the hospitality community, made to-go cocktails, and hosted daily online cocktail classes just to keep people engaged. That stretch of time left a lasting mark on me. The industry nearly collapsed overnight. We lost 30% of our workforce in a single blow. Even when things reopened, the struggle wasn’t over. Our sales doubled every month, but we barely had the staff to keep up. The stress was relentless.
Eventually, my time at AT&T Discovery District ended. The why didn’t matter. I had done a great job, built an incredible team, and driven insane revenue, but the outcome was the same. That was the moment I decided: I would never work for someone else again.
Creating My Own Path
In 2023, I founded Shaken and Stirred Hospitality, a creative agency focused on sustainability, education, and forward-thinking hospitality concepts. I threw everything at the wall. I collaborated on immersive art experiences, created cocktails that were as visually stunning as they were delicious, and partnered with brands I believed in.
Meanwhile, my former restaurant Henry’s Majestic had closed, and I was approached to help reopen it in a new location. We built the place with sweat, salvaged materials, and sheer determination. This time, I pushed for a zero-waste cocktail bar—minimizing produce waste and rethinking how a bar could operate sustainably. It was an ambitious first attempt, but it worked. I had an incredible team who shared my vision, and together, we made it happen.
Redefining Hospitality
After about a year, I stepped back from Henry’s to focus fully on my own projects. My work now centers on sustainability and reimagining what hospitality can be. I quit drinking 3.5 years ago after seeing too many people in my industry suffer from alcohol-related issues. At first, it felt strange—alcohol had been a central part of my life. But stepping away gave me clarity.
Now, I’m exploring a concept beyond bars and coffee shops—something that fosters community without centering on alcohol. A third space where people can gather, connect, and be served something exceptional. I don’t know exactly what it looks like yet, but I know it’s needed.
I’m also working on my book, Wasted—a cocktail book focused on waste-conscious mixology. I spend my time educating, speaking, and helping others in the industry. And most importantly, I spend time with my family. Because at the end of the day, I’ve realized that what you do doesn’t define you—it’s what you choose to do that matters.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Well, Broken Relationships, Dependency Issues, Imposter Syndrome, and financial hardships.
We’ve been impressed with Shaken and Stirred hospitality , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Mixology, Programming, Creativity, Public Speaking, Education Mentorship’s, Sustainability and eco friendly practices, Concepting
We’d love to hear about how you think about risk taking?
I figure we take a risk every-time we open our eyes, so I take calculated risks often.
Contact Info:
- Website: https://Shakenandsitrredhospitality.com
- Instagram: @Shaken_and_stirred_hospitality
- LinkedIn: https://www.linkedin.com/in/alexanderbryanfletcher?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
Image Credits
Austin Graf
Kathy Tran
