Fourth-generation Coloradoan, Hunter Hoshiko, owner of the Windsor-based Lasso Whiskey company takes pride in the premium whiskey products they produce. From each hand-etched
bottle housing the superior beverage to the handmade lassos adorning the neck of every bottle pours forth a story of boldness and ingenuity, weaving together artistry and heritage. Each bottle is touched no less than seven times before being labeled and gracing the liquor store or restaurant bar shelves - testimony to the emphasis placed on quality rather than quantity.
The story of Lasso Whiskey starts in the early 1900s in Japan when Hunter’s then-teenaged, orphaned great-grandfather stowed away on a US-bound steamship to escape Japanese imperialism. During the journey, young Katsuma was caught and had to shovel coal for food. Knowing that he would be sent back to Japan, Katsuma jumped ship in San Francisco Bay and swam to shore. Once there, he gained his citizenship and changed his name to Paul after the Apostle Paul. After Paul earned enough money from working on the railroads, he joined other immigrants who had heard of the farming opportunities in Weld County, Colorado. Subsequently, losing everything during the Great Depression, Paul forged a relationship with a local banker who, because of Paul’s reputation, helped him redeem the precious farm ground that he’d lost. The family was spared having to go to World War II internment camps because of their rural Colorado status. During this time, Hunter’s then-teenaged American-born grandfather was the only one allowed to travel outside the government-imposed thirty-mile radius restriction to sell the family’s vegetable harvest in Denver.
Acting on the innovation inherent in the Hoshiko family, Hunter’s idea to start a whiskey company was born after attending a gathering with notable political figures and business owners of Greeley at which the conversation centered around tastings of various whiskeys. Observing the bonds established, Hunter realized, “Whiskey is a tool to form relationships, be intimate with each other, and see what people value and care about. The heart and soul and essence of our product is relationships. You meet a lot of great people through whiskey, and it brings a lot of people together.” Accordingly, Hunter established Lasso Whiskey alongside his partners Dave Goldschmidt, Joe Berlin, Jordan Lockner, and Gabe Keyes. Hunter chose the name Lasso, perceiving it as the embodiment of the taming of the West. As a cowboy’s main tool, Hunter sees it as the instrument that represents unity and closeness, picturing a fireside scene of cowboys gathered after a hard day’s work enjoying a drink and each other’s company talking about their dreams and aspirations.
Lasso’s Roper Reserve and Rye Whiskey were named the 2024 San Francisco World Spirits Competition Gold Medal Winners adding to the satisfaction Hunter feels seeing his handcrafted, single-barrel whiskey collection with top-shelf whiskeys. But most important is the spirit behind the drink. “Whiskey is not for shooting. Whiskey is for sipping and enjoying, and that’s what we try to strive for. Let’s sip, enjoy, and create a lasting relationship.”