By Gabriella Bancheri
Whether you spot him in the liquor store or at your local bar, if you’re a South Jersey native, you’ll likely recognize that iconic, mischievous-looking fellow on the high wheeler who lives on the Alibi Gin logo, the story of which is equally interesting as the logo itself.
John Finger and Brian Ireland, co-owners of Alibi, have quite the story. I spoke with Ireland to get an inside scoop on the company, which started as a dream to own a bar and now thrives statewide as a result of dedication and community support.
While Alibi is distilled in Williamsburg, Va., both owners are from South Jersey and have ample experience mixing drinks, having bartended alongside one another for years.
During their time working in the service industry, the local AC bartenders began brainstorming, and their goals of simply owning a bar grew into something much more.
It wasn’t until the two were drinking gin and lemonades on a golf course that the idea came to be: that there was a gap in the market for a better gin, and that they’d be the ones to find their place in it.
That’s when the wheels started turning.
Finger and Ireland found a gin distilling school in Kentucky and began taking classes where they had the opportunity to work with some high-quality equipment, which cut the process of trial and error and helped the project take off more quickly and more efficiently.
The guys participated in a two-week-long “mad scientist” crash course on gin, as Ireland calls it. During their scientific education, they made nearly a hundred botanical distillates, which, for those of us who aren’t liquor distilling experts, is simply distillation vapors condensed into liquid for flavor. That’s primarily what gives Alibi its crisp, spice-forward flavor.
During their experiments, they made a 100-proof version of every botanical on its own – about 100 of them.
Eventually they came up with a similar version of what Alibi is today (the current version just has a bit less rosemary) and returned to the Jersey Shore with their new arsenal of knowledge, a sampling product, and the idea that their new concoction would appeal to gin lovers and convert gin haters.
And as a previously identifying gin hater, I can attest to the latter.
The dream became reality when Finger and Ireland threw together their savings and got to work promoting the product. They found a distilling location in Virginia, which they chose primarily because of the state’s updated prohibition laws, and set up shop. This same location is where Alibi is currently distilled.
Because both guys were still working at Ducktown Tavern in Atlantic City when operations began, they had to coordinate their off days and travel to Virginia together throughout the week to continue distilling. For a while their schedules consisted mostly of bartend, distill, repeat.
Although they had their product, managing the liquor regulations and logistics – down to the font of the government warning – was no simple feat. It took a few years to get everything approved, and once they finally did, they needed to conjure up enough industry support to find a distributor.
They brought half-ounce tasters to businesses throughout South Jersey and were able to come up with a list of about 100 supporters before bringing the product to a distributor. Ultimately, it was that strength and variety of local support that helped the guys land a contract with Allied Beverage, a liquor distributor which doesn’t typically represent boutique companies like Alibi.
Finally, in June 2018, Alibi hit the bars and shelves. Within the first day, the gin sold out completely.
Finger has since moved down South to oversee production full-time, while Ireland has stayed in South Jersey and primarily focuses on sales, marketing and promoting, and the two have run a well-oiled machine ever since.
For a two-man operation with no employees or investors, which was able to survive the pandemic when a lot of their competitors either lost significant support or went out of business, it’s all pretty impressive.
The key, it seems, is that since their dreams materialized, they were never truly alone in the making of it. Their local fanbase of South Jersey bartenders and patrons has been championing their efforts from day one.
There’s a sort of “boots on the ground mentality,” Ireland says. Because of Alibi’s contacts in the industry, it’s able to make an appearance on a wide range of specialty cocktail menus that really help its flavor profile shine and reach a diverse spectrum of cocktail preferences and palates.
Their variety of presence and willingness to work with and for a range of partners and clientele is also a plus. Alibi doesn’t say no to anything on a local level. From engagement parties to birthdays to local festivals and farmer’s markets, Ireland himself will be there mixing your drinks, likely with a carefully concocted mixer he’s brought along and made himself with fresh, local ingredients.
They also offer their support in return, partnering with local businesses and initiatives to help promote their brands together.
And it only helps that the product itself is easy to stand by, proving its quality by winning the American Society’s “Best of Class” Gold Medal.
Not only have these guys spruced up the classic G&T and given the Negroni a spicy twist, the owners of Alibi have provided a prime example of the beauty of supporting locally – Alibi is iconic in its taste, but also in its power to show what a supportive community is capable of.
Since the beginning, Finger and Ireland have made sure their supporters feel as though they are a part of the company’s growth because they very much are.
“Like discovering a band before they get popular,” Ireland says. “You have some kind of ownership of the success.”
It’s clear that the guys make sure they give credit where it’s due to show their appreciation.
Ireland has shared that the two-man team has some developing plans for the future, including expansion in AC and out-of-state sales rights. Who knows what these two local liquor Einsteins have up their sleeves.
To keep up with their latest endeavors and find out where to catch them next, follow their Instagram @mrfingersalibi.
And next time you take a sip of Alibi, you’ll know that it’s brought to you by so much more than just juniper berries and a dream.
Gabriella is a Ventnor City resident and graduate of the University of London with an MA in Creative Writing and Publishing. Her writing is featured in a variety of digital publications ranging from food and beverage to literature to ecotourism.
