Jason Hedges
Partner, Consulting

Jason Hedges is a New York based beverage professional with over a decade of experience running New York’s finest Micheline-rated beverage programs, such as Gotham Bar and Grill, Aldea, and L’ Ecole — he currently consults worldwide at Pure Grey, where he heads up their global operations beverage division. Leading Bar IQ project, Jason has worked with a variety of national and international clients ranging from restaurants/bars, major airlines, hotels, and wine/spirit brands, to curating private home bars and wine cellars, and orchestrating private functions, he also specializes in corporate team-building, and special events. 

He has taught at the International Culinary Center on wine, distilled spirits and mixology and sits on the judges panel for both wine and spirits/cocktails at the industry leading Ultimate Beverage Challenge. He is a Court of Master Sommeliers Certified Sommelier, and has also successfully completed the Beverage Alcohol Resource’s intensive course and is certified with distinction.

Jason is connected with many wine/spirit-makers and is continually exploring and testing new products. He is also involved with the NYC greenmarket and regularly explores local ingredients at markets around the country. His interests lie in experimenting with seasonal ingredients and flavors. He is the author of the forthcoming book "The Seasonal Cocktail” A guide to creative drink-making.

Sonya Barash
Partner, Creative

Sonya is an award winning art director who graduated from the University Of Michigan and has worked with a number of notable design firms and talented collaborators in New York and San Francisco, creating beautifully crafted designs for the food, drink and restaurant industry. Her passion lies in helping to create elegant, expressive and intelligent design that engages and inspires those who experience it.

As a result of a thorough design process and highly intuitive guidance, we help new products and businesses get off the ground and existing brands take on a new life. We utilize the latest technologies and techniques to ensure flawless, sophisticated brand experience both online and offline. Sonya’s work has received Ad Age Marketing 50 Award, 19th Annual Communicator Web Award.