Hunter Hoshiko, co-owner of the Windsor-based Larado Whiskey company along with partners Dave Goldschmidt, Joe Berlin, Jordan Lockner, and Gabe Keyes, takes pride in their conservative beginnings, especially after seeing the growth in distribution of the premium whiskey to 150 locations statewide. Rather than investing in distilling equipment, a large facility, or even a sizeable capital raise, the core premise of their vision was, first and foremost, to create great whiskey. They credit their success to a combination of starting small, taking advantage of their Colorado roots, and growing organically. Though the business is still under a year old, the owners also attribute much of their growth to the support of the surrounding community. Being the face of the company is a top priority for the owners, which is why they chose to handle distribution themselves in the beginning. However, their expansion has warranted partnering with a distribution company to help extend their reach to a wider customer base.
The hand-etched bottles originally bore a different name, but due to trademark issues, the co-owners changed the name to Larado (not to be confused with the Texas town of Laredo). They believe that the new name, an infusion of the old name and ‘Colorado,’ still exudes a Western cowboy feel - the image strongly associated with the Larado Whiskey brand. While a name change can be a setback, the owners of Larado Whiskey count it as part of the story that makes them unique. With the same brand image and very similar-looking bottles, only the logo is a bit different. The people behind the name, what they represent, and the same superior quality of the product is what truly matters to Hunter and his partners. “The company stays the same; the whiskey inside is still great.”
Hunter recognizes that the loyal people of this community love supporting small, local businesses like Colorado-made Larado Whiskey. People also appreciate the company’s active involvement in the region. Larado has donated barrels of whiskey to Northern Colorado’s Cattle Barons Ball and Colorado Youth Outdoors, which are near and dear to their hearts, among many other organizations. These donations have raised tens of thousands of dollars for each campaign. The company’s main motivation behind these contributions is to build meaningful relationships and help support the causes they deeply cherish.
As Larado continues to grow in the surrounding communities and beyond, they hope to invest in their own tasting room in Windsor in the near future. The tasting room will not only serve as a market for their whiskey and merchandise but also as a place where they can connect with people and share their story and who they are - the very principle on which Larado Whiskey is built. There is also talk of building a new distillery with the potential of an attached event center. They hope to expand their growth beyond state lines as well. Staying within the conservative framework of their business model they plan to stay focused on the markets here in Colorado, however, before expanding beyond state lines.
Hunter and his partners are thankful for the support of the community and as a local company and active member of the area, they value the support shown to them when patrons request Larado Whiskey at their favorite restaurants and liquor stores. With an emphasis on connection, community involvement, and the story behind their whiskey, Larado looks forward to what lies ahead for them as a company and as a vital part of the community.
"Our growth has come from the community around us."
Creating exceptional whiskey requires attention to every step of the process, and the owners of Larado Whiskey are committed to upholding the highest standards while adding a personal touch. Every bottle is hand-labeled and handwritten right at the distillery, and even their signature lasso is meticulously hand-tied around each bottleneck.