Although numerous efforts have been made in direct syngas conversion to higher alcohols via Fischer–Tropsch synthesis, the higher alcohols distribution remains a challenge. Here, we introduce alkaline earth metal oxide as promoter into activated carbon supported cobalt catalyst to tune distribution of higher alcohols. With the addition of Mg, the distribution of C2-5 alcohols increase from 41.2 to 75.8% accompanying with distribution of C6-18 alcohols decrease from 52.8 to 14.0%. Ba-promoted Co based catalyst (CoBa/AC) presents similar alcohols distribution to un-promoted catalyst, while the alcohol selectivity over CoBa/AC is higher than Co/AC. For promoted catalysts, the distribution of C6-18 alcohols increased in the order of Mg < Ca < Sr < Ba. The characterization results exhibit that the promoter addition facilitates the cobalt carbide formation, which leads to enhancement of selectivity to higher alcohols. The available active cobalt sites of promoted Co based catalysts increase in the same above order of Mg < Ca < Sr < Ba.