Greg Jones II-Chief Culture Officer of Saint Cloud

By Staff

Greg Jones II stands at the intersection of luxury, culture, and intentional storytelling—an architect of identity in spaces where representation has long been overlooked. As the newly appointed Chief Culture Officer of Saint Cloud, he brings a refined yet grounded perspective to a brand already redefining what Black-owned excellence looks like in the world of premium spirits. With a career built on shaping legacies for athletes, creators, and cultural innovators, Jones enters this chapter with a clear mission: elevate the artistry of bourbon, honor heritage with integrity, and expand the narrative of Black luxury on a global stage. Heart & Soul sits down with him to explore how he envisions this next frontier.

Saint Cloud has captured attention as a symbol of Black excellence and ownership. How do you see your role contributing to that broader narrative of empowerment?

For me, this role is about carrying our story with intention and purpose. Saint Cloud represents craftsmanship at its highest level, but it also represents possibility—proof that a Black-owned luxury bourbon can shift an entire category. That’s powerful, and I take that responsibility seriously.

My job is to amplify visibility, build spaces where our excellence is centered, and make sure the next generation sees luxury with our fingerprints all over it. When we show up with intention and excellence, the narrative shifts—not just for us, but for everyone watching.

Heart & Soul readers value intentionality and wellness. How do you balance the artistry of bourbon culture with mindfulness, celebration, and moderation?

Bourbon at its core is a practice in patience and presence. It’s crafted slowly, meant to be appreciated slowly, and best experienced with intention. I encourage people to approach Saint Cloud the way they’d approach art, meditation, or reflection—slow, grounded, and fully present.

Mindfulness and luxury coexist beautifully. It’s not about excess; it’s about savoring. That’s the energy we promote: celebration rooted in appreciation, not overindulgence.

Your appointment as Chief Culture Officer signals a shift in how spirits brands think about identity and community. What does cultural stewardship look like to you?

Cultural stewardship means protecting our story, honoring the people who shaped it, and elevating the spaces where we show up. My responsibility is to ensure that every room Saint Cloud enters reflects authenticity, sophistication, and deep respect for our heritage.

It’s not about chasing culture. It’s about shaping it—and doing so with care, confidence, and clarity.

Saint Cloud aims to create elevated, emotionally compelling experiences. How do you translate that for diverse consumers, including those new to luxury spirits?

We make luxury feel human.

That means creating spaces where people feel seen, welcomed, and never judged by their palate or experience level. Through artful environments, guided tastings, immersive storytelling, and curated cultural moments, we meet people where they are and invite them into something meaningful.

Luxury becomes accessible when it becomes emotional. We’re not just pouring bourbon; we’re crafting experiences that resonate.

Black-owned brands often carry both the weight and privilege of representation. How do you build a brand that’s luxurious, creative, and culturally grounded without being confined by expectation?

We honor the foundation, but we refuse the box.

Black luxury isn’t monolithic—it’s expansive, imaginative, and sophisticated. Saint Cloud reflects that truth. We don’t perform for expectation; we operate from authenticity. Our craftsmanship, creativity, and worldview allow us to exist in our own lane. That’s the beauty and freedom of ownership.

The brand marries craftsmanship with modern art and bold design. How does that creative DNA influence your approach to storytelling, partnerships, and engagement?

Saint Cloud is art—visually, emotionally, and sensorially. That identity gives us the freedom to collaborate across disciplines: design, fashion, culinary arts, music, photography, and more. It pushes our storytelling into spaces that feel immersive and alive.

We don’t just tell stories. We build experiences that function like art pieces—intimate, expressive, and memorable.

You’ve built a career helping athletes and creators shape their legacies. How does legacy-building show up in the bourbon world, and how will you amplify that at Saint Cloud?

Legacy in bourbon is time.

Legacy in culture is impact.

Saint Cloud sits at the intersection of both.

What Ray Walker has built is generational. My role is to expand that legacy outward—connecting the brand to people, moments, and cultural expressions that will outlast all of us. Legacy isn’t built overnight; it’s crafted through intentional, meaningful moments, one after another.

Luxury can feel exclusive, yet Saint Cloud emphasizes community. How do you reconcile exclusivity with connection?

Luxury isn’t about shutting people out—it’s about elevating the experience for everyone in the room.

We create spaces that are refined, intentional, and culturally rooted, yet still warm and welcoming. When you lead with authenticity, exclusivity becomes intimacy—not separation. People feel connected because the experience honors them.

Saint Cloud is independently owned and rooted in artistry. What excites you most about helping the brand grow without compromising authenticity?

The freedom.

The freedom to innovate without limits.

The freedom to honor our craft.

The freedom to stay rooted in culture while reaching new heights.

Independent ownership allows us to move with integrity. We choose the partnerships, storytelling, and experiences that best reflect who we are—no dilution, no compromise.

You’ve said Saint Cloud is the taste of culture. What cultural influences inspire the vision you’re building?

I’m inspired by Black creativity in all its forms—our music, our design language, our storytelling traditions, our resilience, our global influence. I’m also inspired by fine art, architecture, and the timeless standards set by luxury houses around the world.

Saint Cloud sits at the crossroads of heritage and innovation. That’s the cultural lens I’m building from.

Many consumers want brands aligned with their values. What values must Saint Cloud embody for conscious consumers?

Craft over shortcuts.

Ownership over imitation.

Community over clout.

Authenticity over performance.

Excellence without apology.

Cultural responsibility as a core philosophy.

These are the principles that resonate with intentional consumers—and they’re the principles we operate from.

Your work spans sports, culture, and entrepreneurship. How does that multidisciplinary background shape your approach in the spirits industry?

Sports taught me discipline and the pursuit of excellence.

Culture taught me identity, resonance, and storytelling.

Entrepreneurship taught me resilience, vision, and adaptability.

All of that shapes how I build community, curate partnerships, and position Saint Cloud. I understand how influence moves, how people connect, and how brands evolve. Saint Cloud sits naturally within that intersection.

Saint Cloud is pushing boundaries. What boundaries do you personally feel called to challenge?

The idea that bourbon has to look, sound, or feel a certain way.

The idea that luxury isn’t inclusive.

The idea that Black-owned brands can’t lead the highest tiers of the industry.

We’re not asking for permission. We’re rewriting the standards.