SANTA FE SPIRITS WRITTEN BY STEVEN SEIM
n a small distillery’s first few years a big challenge can
PHOTO BY DEVON MACLEOD
story to consumers.
be making sure potential customers hear, and more
Jeffery has gone from studying food chemistry in graduate
importantly understand, the story that makes them special.
school, to consulting for several distilleries, to helping Santa Fe
Working with owner Colin Keegan, head distiller Johnny Jeffery
Spirits with operations. Its location in New Mexico has become
and the rest of Santa Fe Spirits are working hard to get their
a key component in their story, and Jeffery’s attachment to
The magazine for craft distillers and their fans.