Michael Myers founded Distillery 291, an award-winning whisky distillery specializing in making Colarado whisky. All that he needs to market his brand’s whiskeys to industry professionals like bartenders, retailers and more is one glass of any of his 291 Colorado Whiskeys and a short version of his brand’s story. Michael Myers shares that interesting story with Bartender Spirits Awards.

What led you to a career in distilling?

I vividly remember reading an article about Steven Grasse, the man who founded Quaker City Mercantile, which launched spirits brands like Hendrick’s Gin, Sailor Jerry, Hamm’s Beer and more. That article inspired me so much that I wanted to start my very own whisky brand, and particularly make authentic Colorado whisky. When I told my friends about it, they encouraged me to follow my aspirations. But what truly pushed me to pursue my dream to become a distiller was the impact that 9/11 had on me while living in New York as a fashion beauty photographer. I went on to teach myself distilling using books, YouTube videos and documentaries. With what I had learned, I started Distillery 291 in a 300-square-foot space with the capacity to make 60 gallons of whisky. The first batch I made was the 291 Colorado Bourbon Whisky, which was followed by 291 Colorado Rye Whiskey.

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Image Title and Credits: Michael Myers with Head Distiller Eric Jett

What does your current role look like?

Having started Distillery 291 in 2011, I am currently the CEO and founding distiller of my company. My role involves working with my head distiller, Eric Jett and others in my team to create new mash bills, taste-test the whiskeys and make decisions regarding the different expressions made. In order to make sure that we make the right choices, I have always prioritized the importance of having an extensive taste palette. I also have other responsibilities, such as marketing and selling the products and being the face of the company. In other words, my days are usually busy so it helps to think outside the box and have problem-solving skills to make things easier.

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How do you think a distiller can help in driving marketing and sales personally?

From my experience, the distiller of any given distillery is the most ideal person to market the drink to other people, as they are the ones who know and understand it the best. They would be able to break down every aspect of the expression and share so many details about it. It also helps if the distiller is the founder of the company, as they can go the extra mile in marketing products with the ability to tell the brand’s foundation story better than anyone. That is also why I prefer narrating a short version of my brand’s story when I am pitching it to others.

Also read: Leading Whisky Importers in the USA: Top Players Shaping the Market

Image Title and Credits: Founding Distiller and CEO of Distillery 291, Michael Myers 

What trends do you anticipate in the beverage industry in the coming months? Or where do you see the domestic craft distilling scene going? What's next for the industry?

I am guessing that ready-to-drink alcoholic beverages will be more popular in the upcoming years. I also think that the domestic craft distilling scene will become less prevalent in the future as sourced whiskeys and whiskeys from big producers take over the market. 

Header image by Michael Myers

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