Brandon Howard and Maura Selenak, co-founders of Amalga Distillery, did not set out to build a place-based destination wildly popular with locals and tourists alike. Inspired by a romantic notion of moving to Scotland to work in a distillery, the couple instead chose to shape that dream on home soil—fusing wild Alaskan botanicals with small-batch distilling methods to create spirits that are both place-based and globally recognized. But it was not just the allure of spirits that inspired them. Their passion was in making sparkling cocktails, and in creating spaces where deep conversations happen. Early on, they hosted out-of-the-ordinary parties in their off-grid cabin, crafting specialty drinks in advance to maximize their time with friends. It was those evenings of celebrating friendship that planted the seed for something more.
Amalga Distillery was then born with the mission of fostering connection between locals and travelers in a space that was authentically Juneau—welcoming, wild, and intimate. They built it with purpose as evidenced by communal tables designed to spark chance encounters and random conversations, a strong internet connection to support locals working remotely and the cruise ships’ crew connecting with home, and wide aisles and high-low seating to ensure accessibility for everyone from elders in town for the day to lifelong residents. Even their walls tell a story. The distillery’s now-iconic wallpaper, inspired by Amalga’s unique bottle designs, has become a sought-after selfie spot, making this special element less about branding and more about immersive storytelling. It is also another example of Amalga’s ethos: quiet brilliance, built with intention.
Behind the origin story of the distillery is also a success story of economic development. Recognizing Amalga’s potential early, the Juneau Economic Development Council (JEDC) provided access to capital and an array of resources. “Our relationship with JEDC wasn’t just about money,” said Howard. “JEDC brought key people to meet with us. JEDC provided data, information, and ideas. JEDC shared a sense of responsibility with the business community that helped us make better decisions. Participating in the Alaska Airlines Pitch Contest at JEDC’s Innovation Summit was also incredibly helpful – they provided so much due diligence and hands-on assistance. Think less famous entrepreneur-oriented reality show and more friendly training wheels…” JEDC’s Executive Director, Brian Holst, notes “Amalga’s success is an inspiring example of backing up your vision with a good plan, partners, and lots of hard work. Cheers to Maura, Brandon, and the Amalga team for their continued success!”
Today, whiskey lovers rub elbows with entrepreneurs and visitors leave with more than a bottle—they leave with a memory of being part of something authentic. Amalga’s impact goes far beyond economic development; it provides a different kind of return on investment—the kind you get when you bank on people and place, not just profit. Brandon and Maura have managed to distill a rare thing: connection. Amalga is more than a distillery. It is a gathering place, a local love story, and a standing invitation to taste what happens when you build with intention and community.
