4
| Booze |

Change at Stranahan's Colorado Whiskey will come slowly

^
Keep Westword Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Denver and help keep the future of Westword free.

Not much is going to change at Stranahan's Colorado Whiskey now that the distillery has been purchased by New Jersey's Proximo Spirits -- at least not for a while.

"What is interesting is that Stranahan's is selling so well in Colorado that we are going to focus 99 percent of our efforts there for now," says Elwyn Gladstone, vice president of marketing for Proximo. "Everything in Colorado sells out."

Stranahan's is available in other states, but only in very limited quantities. Eventually, however, Proximo would like to crack the markets in New York, New Jersey, Chicago and elsewhere in a big way. But that takes time, Gladstone points out. "It's a slow, steady progression," he says. "It's like the whiskey itself. You have to wait for it to mature. Our strategy is very much gradual."

Right now, Stranahan's is buying the equipment it will need to ramp up production as its distillery. It also plans to spruce up its visitors center, where it gives tours, and get into the duty-free shop in Denver International Airport's B terminal.

Stranahan's will also advertise more in Aspen, Vail and other parts of Colorado and participate in public events -- like the gubernatorial inauguration party on January 11. "We are sending 24 bottles of Stranahan's to be used in the barbeque sauce for the evening," Gladstone says.

Stranahan's, which was founded in 2004 by Jess Graber and Aspen businessman George Stranahan, makes small-batch, high-end whiskey that retails for $50 or more per bottle. The company moved in 2009 from its longtime headquarters in Ballpark neighborhood to the former Heavenly Daze building 200 South Kalamath Street.

Proximo, which also owns Hangar 1 vodka, Kraken Black Spiced Rum and 1800 Tequila, bought the company at the end of last year.

Keep Westword Free... Since we started Westword, it has been defined as the free, independent voice of Denver, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Denver with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.

 

Join the Westword community and help support independent local journalism in Denver.

 

Join the Westword community and help support independent local journalism in Denver.