McShan Walker - Elkins Distilling Co.
Posted by Carson C. on 20th Dec 2020
Who are you and what do you do?
My name is McShan Walker - redneck from Brierfield, Alabama - dry town in a dry county where homemade whisky and the bartering system are still in full effect. I make custom transport cases for military electronics and co-own Elkins Distilling Co. in Estes Park, CO with Joe Elkins. I clean the bathrooms and sell the whisky (and glassware, shirts, and hats).
What led you to starting a distillery? What keeps you excited about it?
Too much Bulleit at my little sister’s wedding, search for a better story to tell, delusions of grandeur, and too much time on my hands. The distillery cured that too much time problem.
The people we meet and work with keep me excited. The friendships/partnerships we’ve created in the small business community in our town, our state, with our suppliers, the distilling community as a whole, and the countless visitors who share stories and whisky with us. Last Saturday I was in a mood after a long, long day weed eating, making cocktails, and running payroll and as I was walking out about 6 hours late for my next commitment, I saw the guy that bought our very first bottle we sold (3 years before) walk in with his family. Chet from Austin, TX, about 1,000 miles from here. I found a special release bottle we’d been saving for some occasion not near as good as this, turned on a Robert Earl Keen song (the guy playing on Spotify 3 years before who we bonded over), thanked them and rushed out to whatever it was I was late for. I wish I’d stayed longer.
What is one piece of advice you would give to someone who wants to start a distillery?
Don’t do it. You’re drunk. Go home and google Roth IRA.
Be humble, patient, and sincere (as possible). Add a year or two and a zero or two to all your projections for getting and staying open. Be good to folks. Your brand is you, for now.
What has been your favorite mistake? A mistake that has led to a great lesson or progress in your distillery?
Thinking we knew what we were getting in to. A lot of the plans and most all the projections go flying out the window when you start actually doing the thing. But over time, we’ve learned to use a healthy combination of what we we want to do and what our market/customers are looking for to create/adapt product and business model to keep us in business and employing more folks, so far.
How do you continue to educate yourself as a distillery owner?
I consume (sometimes literally) everything out there in the craft and non craft market. From industry magazines to social media to just spending time with others in our world who are doing something amazing or creative or both. Colorado has a huge resource of makers, from brewers to distillers to bartenders to just crazy smart people we try our best to find ways to collaborate with. And sometimes i just wander the isles at liquor stores talking to staff and customers.
What is one company or service (besides Distillery Products) that your business cannot live without?
Our farmers. Specifically Root Shoot Malting in Loveland, CO. When you’re making all the booze you sell, it starts with the grain and these folks are 25 miles away and the best.
What is one strategy that has helped you grow your business?
From the start we’ve tried to be as engaged as possible within our local community. Finding more and more ways to work together with our city, other local businesses (especially the craft beer/wine/cocktail scene), non profits, and other groups around town to help increase our presence and positive impact here in Estes Park. We all seem to subscribe to the “rising tide lifts all boats” mentality, and through partnerships and friendships our top sources of customer referrals come from places most would deem our competition. And it’s just a heck of lot more fun that way.
What quality or attribute sets you apart from other Distilleries?
I hope everyone’s answer to this is the people. We’ve been so fortunate to get and keep an awesome group of folks that drive our business by taking care of our customers.
What is your go beverage and why?
Ice cold water. If you live in a distillery at 7500 feet, you need to hydrate, and we have the best water imaginable up here. Real answer - in the summer its White Whisky, ginger, lemon, and angostura. At night and winter it’s brown liquor, preferably neat, high in wheat, and from someone we know. Kentucky makes some decent stuff, too.