The service industry is the backbone of every thriving community. Servers, bartenders, and restaurant staff do more than seat patrons and serve food and drinks—they help create memorable moments, memories, and connections. They set the stage for celebrations, provide a safe haven for private conversations, and, most importantly, transform ordinary days and nights into unforgettable experiences. 

Still, their contributions often go underappreciated. Their challenges—long hours, low pay, and high-pressure environments—are rarely acknowledged. 

Misguided Spirits wanted to change that. Inspired by the service industry’s vital role in pulling communities together, the brand’s founders came up with their mission: to create a brand that celebrates the community we rely on. 

“We built Misguided Spirits for the service industry, by the service industry,” the team confirms. “It’s not about a person or a style—it’s about the community and how we can support them.”

This is more than a brand; it’s a movement to champion the people who make the bars and restaurants we all like to visit work. 

Resilience Through Challenges

Launched just before the COVID-19 pandemic, Misguided Spirits faced immediate—and unprecedented—challenges. Bars and restaurants shut down. Entire communities struggled to maintain their vitality. The brand had to adapt and do it quickly. 

“COVID forced us to change everything,” the team says. “We focused on how we could support our customers when their businesses were flipped upside down. It wasn’t about selling spirits; it was about showing up for the people who believed in us.”

This approach sustained Misguided Spirits during difficult times—and deepened the brand’s connection to the service community. That connection became the foundation of Misguided Spirits. As a result, the brand grew and cemented its role within the service industry. 

Building a Brand for Everyone

Many spirit brands focus on celebrity endorsements or flashy marketing. Not Misguided Spirits. Instead, the brand stands out for its community-first philosophy. Every bottle is more than a high-quality product; it’s a testament to shared vision and collective effort.

“We’re creating a brand that reflects the communities where it’s served,” James Zinkand explains. “When you choose Misguided, you’re investing in a brand that supports you. We believe our brand is about believing that together we can create something bigger then ourselves.”

Empowering Bars—and Bartenders

Misguided Spirits sees bartenders and service workers as more than working-class heroes: they’re cultural architects who fuel the souls of our cities, and neighborhoods.  I think that the thing that I am most proud of, is that Misguided has become a go-to choice for the bartenders in some of the best bars in New York City, says James Zinkand. 

How have they done it? By providing a premium product that supports the people behind the bar. 

So far, their approach is working. In just three years, the brand has become a top 5% craft spirits producer by volume. Misguided also captured a 1% share of the hyper-competitive New York market, further proving the brand’s impact in one of the most challenging regions for spirits brands. 

“Better spirits don’t have to come from big corporations,” James insists. “We deliver exceptional quality with a more relevant story. And when bars choose Misguided, they’re choosing a brand that’s deeply committed to their success.”

A Global Dream—One Community at a Time

Misguided Spirits isn’t just about craft spirits. It’s about creating a movement that celebrates community, persistence, and shared values. Whether working hard behind the bar or relaxing by raising a glass, you’re part of the story. 

And as the Misguided team looks ahead, they envision that story growing. Misguided sees itself as becoming a global brand synonymous with the service industry: “We want to be the bartender’s brand in every country. Our story will always reflect the communities we serve, no matter where we go.”

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For those looking for more than a great drink. Join the Misguided.  Be part of the community and own a piece of the company that’s going to change the industry.  Misguided Spirits | StartEngine