Press Feature: Pastor Turned Mix Master: Jordan Hughes Is Drinking and Thriving

If you’ve got an Instagram or TikTok account and an interest in cocktails, you’ve likely heard of Jordan Hughes—if not by his given name, then because of the Parmesan espresso martini that he ushered into viral fame in 2023. But well before that briefly inescapable becheesed drink, Hughes was already well known online as the photographer, videographer, and recipe developer behind High-Proof Preacher, the award-winning Instagram account he started in 2017. Hughes brings the enthusiasm and energy he once employed as an actual Christian pastor to demonstrations of cocktail and garnish-making; he also demystifies mixology concepts (how do you know when to shake or stir?), collaborates with liquor brands on original cocktails, and, most mesmerizing, posts sumptuous photos and slo-mo videos of his creations. His first book, Twist: Your Guide to Creating Inspired Craft Cocktails, was published in 2022.