Justin Michael Morales brings over 30 years of hospitality experience, serving as an award-winning General Manager at Fire by Forge in Hartford, CT. He founded spirits brands and authored Serving Life: Behind Bars, Kitchens, and Hospitality. He mentors individuals overcoming employment barriers while building resilient service teams. He launches innovative beverage brands including Up n' Down Rock and Bourbon (with three gold medal expressions), Winmor RTD cocktails, and the upcoming Northender Rum. He champions modern hospitality education and reshapes hospitality work by elevating mentorship, culture-building, and entrepreneurial leadership in a demanding industry.
Justin Michael Morales is a 30+ year hospitality veteran, award-winning General Manager at Fire by Forge (Hartford, CT), spirits brand founder, and author of Serving Life: Behind Bars, Kitchens, and Hospitality . A leader in modern hospitality education, Justin mentors individuals overcoming employment barriers while building resilient service teams and launching innovative beverage brands-including Up n' Down Rock and Bourbon (with 3 gold medal expressions), Winmor RTD cocktails, and the upcoming Northender Rum.
A leader in modern hospitality education, Justin mentors individuals overcoming employment barriers while building resilient service teams and launching innovative beverage brands-including Up n' Down Rock and Bourbon (with 3 gold medal expressions), Winmor RTD cocktails, and the upcoming Northender Rum. Recently featured in FSR Magazine and The Beverage Journal, Morales is helping reshape the narrative of hospitality work-elevating mentorship, culture-building, and entrepreneurial leadership in one of America's toughest industries
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