Growth was a big concern when 10th Mountain Whiskey and Spirit gained recognition beyond its local Colorado roots.
As a small, independently-owned distillery, one of the biggest obstacles it faced was figuring out how to ramp up production and distribution without compromising the quality and craftsmanship that had become its hallmark.
On top of that, trying to stand out in an already competitive $83.41 billion market – up against celebrity brands like Ryan Reynold’s Aviation American Gin (which he sold for a whopping $610 million), George Clooney’s Casamigos tequila, and Bob Dylan’s Heaven's Door whiskey – is no small feat.
And yet, 10th Mountain Whiskey and Spirit weathered the storm and today the company has received numerous gold medals for its exceptional whiskey, solidifying its position in the market as a prestigious brand that seamlessly blends heritage with innovation.
In our interview, founder Ryan Thompson shares how 10th Mountain Whiskey & Spirits successfully navigated the scaling process by blending traditional craftsmanship with modern marketing techniques.
Who Is Ryan Thompson?
Ryan’s story begins in 1998 when he started bartending at Vail Ski Resort in Colorado. In 2002, he started the Westside Cafe with two business partners. Between his time behind the bar and running daily operations at the restaurant, he developed a deep appreciation for quality spirits and the art of distillation. Then in 2014, he founded the 10th Mountain Whiskey and Spirit Company, named after the 10th Mountain Army Division which trained in the Colorado Rockies during WWII.
According to Ryan, expanding the 10th Mountain Whiskey & Spirits geographic reach meant investing heavily in building brand awareness in new markets.
“It wasn't enough to just get our bottles on shelves — we had to educate consumers about the 10th Mountain story, our detailed distillation process, and what sets our spirits apart.
That meant dialing up our marketing efforts, from digital campaigns to feet on the street to partnering with like-minded retailers, bars, and restaurants.”
View this post on Instagram
The shift to e-commerce also posed some challenges. This meant that the company had to refine its website, optimize the purchasing flow, and find reliable shopping partners.
“We knew we had to deliver the same exceptional customer experience online that people had come to expect when visiting our distillery,” says Ryan.
Despite these challenges, the company remained committed to maintaining a personal connection with customers — whether through virtual tastings, handwritten thank-you notes, or educating its audience through newsletters.
Maintaining a personal touch is what has set the company apart. Staying true to the 10th Mountain legacy and the quality standards that had earned it respect in the industry has helped build the brand.
“It is not always easy, but we knew that by holding fast to those values, we could keep building the brand the right way,” Ryan adds.
Building Brand Awareness Through Unique Storytelling
The 10th Mountain Whiskey and Spirit Company was named after the 10th Mountain Army Division which trained in the Colorado Rockies during WWII. The distillery is a platform that supports many different military non-profits and active soldier organizations.
View this post on Instagram
From the beginning of its founding, the 10th Mountain story and the rugged, adventurous spirit of the Colorado Rockies have played a crucial role in the shaping of the brand.
“Our packaging and product design is inspired by alpine landscapes, with subtle nods to mountaineering gear and military iconography. And our marketing campaigns often feature imagery of awe-inspiring peaks, snow-capped mountains, and rugged outdoor enthusiasts.”
And the focus isn’t limited to the visuals — Ryan says the goal is to infuse that mountain ethos into every facet of the brand experience.
For instance, its distillery tours give visitors an inside look at the production process while incorporating elements of mountain culture through gear displays and discussions of the 10th Mountain Division’s legacy.
View this post on Instagram
Similarly, when participating in spirits festivals or hosting events, the company curates an atmosphere that captures the camaraderie, grit, and sense of adventure that's so central to life in the Rockies.
“Ultimately, I think what makes our mountain-inspired marketing so effective is the authenticity behind it. This isn't just some superficial aesthetic — it's a reflection of who we are as a company and the values we hold dear,” Ryan explains.
By staying true to its mountain heritage, 10th Mountain managed to forge a deep, meaningful connection with consumers who share their passion for the outdoors.
Honoring Tradition in a Competitive Environment
When Ryan started the distillery, he was adamant about upholding those time-honored methods and attention to detail, employing techniques like small-batch distillation, lengthy barrel aging, and meticulous blending.
View this post on Instagram
Ultimately, Ryan believes the key to scaling successfully is finding the right balance.
“We're never going to stray too far from the traditions and values that define who we are. But we also have to be nimble and creative enough to adapt to the evolving tastes of the market.
It's a constant process, but one that keeps us energized and passionate about carrying the 10th Mountain legacy forward.”
Adapting to Consumer Preferences
Over the last decade or so, the spirits industry underwent a major transformation.
“Consumers, especially younger ones, are always seeking new and exciting products. So we're constantly experimenting with different grain bills, finishing techniques, and flavor combinations, always with an eye toward maintaining the integrity of the 10th Mountain brand.”
In particular, he notes that they want products that align with their personal values and lifestyles, not just their taste buds.
“So as these preferences have evolved, we've absolutely had to adapt certain aspects of our approach. For example, we've expanded our product lineup beyond just the traditional whiskey styles that defined us early on. We added our Potato Vodka, Alpenglow Cordial, and Brandy.”
While it was a bit of a departure from its core line-up, it allowed the company to tap into growing consumer trends around unique cask finishes while still honoring the foundational elements of a great bourbon.
View this post on Instagram
Ryan quickly recognized that innovating and evolving are key to thriving in today’s competitive market.
“And the response has been overwhelmingly positive — it's allowed us to attract new drinkers to the 10th Mountain family without alienating our loyal fans,” he says.
However, 10th Mountain’s distillation processes — from its barrel-aging regimens to its commitment to quality ingredients — remain the non-negotiable core tenets of the business.
“In the end, I think that's what has allowed us to thrive even as the market has shifted. Consumers today are so savvy — they can spot inauthenticity a mile away.
But when they engage with the 10th Mountain brand, they know they're getting something genuine, something that's true to its roots. And that goes a long way in cultivating the kind of loyal, passionate following that any spirits brand craves,” Ryan says.
Bridging the Gap Between Heritage and Modernity
For its 10th year in business, the company launched a special collaborative project with 10th Mountain Veteran and Blackened Whiskey's renowned master distiller, Rob Dietrich.
The brand created a limited-edition trio of whiskeys — a bourbon, a rye, and a single malt — that paid homage to 10th Mountain’s history and showcased contemporary distilling techniques and flavor profiles.
It was accompanied by an immersive anniversary party at the distillery for guests to explore the 10th Mountain story through interactive exhibits, live music, and of course, plenty of delicious cocktails.
A portion of the proceeds from these whiskeys were donated to Project Healing Waters, a non-profit organization that provides outdoor-based therapy programs for disabled veterans.
“By blending our rich heritage with modern touches, collaborative partnerships, and charitable initiatives, we're able to create marketing campaigns that feel both timeless and of the moment,” says Ryan.
This type of experiential marketing is typically used to create memorable, immersive experiences to engage consumers with a brand.
Unlike traditional advertising tactics, experiential marketing enables two-way communication, allowing consumers to touch, feel, and experience the brand firsthand.
Watch our video to learn what experiential marketing is and how you can leverage it to build stronger customer relationships:
But finding that balance between staying true to your roots and embracing new ideas is key. So, how do you measure success in maintaining that balance between tradition and innovation within your brand?
Measuring a Successful Balance
For Ryan, the key metric is consumer sentiment and engagement.
“At the end of the day, our ability to strike that balance comes down to how our target audience responds to and connects with our brand. Do they feel that we're staying true to our roots, or does our innovation come across as inauthentic?”
The shift toward interactive experiences has also moved beyond in-person events for 10th Mountain. Embracing virtual tastings has opened new doors for the company, allowing it to connect with an even broader consumer base and enhance the overall customer experience.
During these tastings, participants receive a tasting kit in advance, complete with mini bottles, tasting notes, and 10th Mountain-themed items. During the event, they get to actively engage with the brand ambassador, asking questions, sharing tasting notes, and even participating in cocktail demos.
View this post on Instagram
The live sessions are supplemented with robust education content, such as spirit profiles, cocktail recipe videos, and behind-the-scenes looks at the distilling process, which can be accessed on demand.
“All of these touch points help to foster a much stronger emotional connection between our brand and our customers, even if they can't physically be with us,” says Ryan.
He adds that the response has been incredible as the virtual tastings lower the barrier to entry for many consumers who may have been hesitant to visit the distillery in person.
“It allows them to explore our brand and products in a comfortable, convenient setting. And it's also enabled us to connect with an audience that's geographically dispersed — folks who may live too far away to make an in-person visit.”
Overall, the introduction of virtual tastings has expanded the company’s reach, strengthened customer engagement, and allowed it to maintain a personal connection with customers — ultimately resulting in an enhanced brand experience that feels both personal and accessible, regardless of geographical limitations.
Giving Back to the Community
At its core, 10th Mountain’s legacy is built on the heritage of the original 10th Mountain Division.
This informs the company’s charitable and community-focused programs, which include an ongoing partnership with the Vail Veterans Program, and an outdoor therapeutic experiences and support services organization.
Ryan says customers fully support the initiative.
“We're incredibly proud to support their critical work through both product donations and hands-on volunteer efforts from our team. And our customers have responded enthusiastically, rallying behind this cause and expressing deep appreciation for our commitment to honoring and uplifting our nation's Veterans.”
Another flagship initiative was held with the non-profit Project Healing Waters, in which 10th Mountain celebrated its 10th anniversary commemorative whiskey, and donated a portion of the proceeds.
View this post on Instagram
“That allowed us to not only celebrate our own history but also directly support the veterans who embody the same courage and resilience as the original 10th Mountain soldiers.
But more importantly, it reinforced their perception of 10th Mountain as a brand that's deeply committed to honoring service members and giving back to those in need.
Ultimately, I believe these philanthropic efforts have been instrumental to the growth and success of 10th Mountain Whiskey. They've allowed us to build genuine, lasting connections with our customers and community,” says Ryan.
