Serving Life Book
The creator and founder of Up n Down Rock and Bourbon,
Justin Michael Morales, released his first book - Serving Life: Behind Bars, Kitchens, and Hospitality - an autobiography about his journey in the hospitality industry which spans over the last three decades. Take a trip through the highs and lows of life behind the scenes of the restaurant world, as well as learn about the story of Up n Down. Reading this book will help you relate to Justin's story and better understand the journey of Up n Down and the hospitality industry.
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Serving Life: Behind Bars, Kitchens, and Hospitality
By Justin Morales – Award-Winning Author & Hospitality Leader
Serving Life is more than a hospitality memoir — it’s the story of resilience, leadership, and humanity from behind the bar, the kitchen line, and the restaurant floor. Written by Justin Morales, a 30+ year veteran of the industry, this book takes readers on a journey through the ups and downs of service life — the challenges, the triumphs, and the lessons learned in building culture, resilience, and radical hospitality.
About the Book
From the chaos of a slammed dinner rush to the quiet reflections after last call, Serving Life captures what it means to dedicate a lifetime to service. Morales shares stories of:
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Opening and leading multiple successful restaurants and bars
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Lessons in resilience and creativity during personal and professional struggles
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The hidden emotional and cultural labor of hospitality work
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How food, drink, and service connect people and build community
Praise & Recognition
Serving Life has been recognized by multiple indie book award platforms and featured in respected industry publications. Morales’ voice has also appeared in CT Beverage Journal, FSR Magazine, and podcasts covering hospitality, leadership, and entrepreneurship.
About the Author
Justin Morales is an award-winning mixologist, flavor blender, and hospitality innovator. He has opened nine bars and restaurants, created the Up n’ Down Rock & Bourbon brand, and trained countless hospitality professionals. Morales continues to lead, write, and inspire through his work at Middlebury Hospitality Group and Sugar Skull Spirits LLC.
Where to Buy
Get your copy of Serving Life: Behind Bars, Kitchens, and Hospitality: