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Meet Warren Wood of Elevated Seltzer in Olde Town Arvada

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Today we’d like to introduce you to Warren Wood.

Warren, please share your story with us. How did you get to where you are today?
My brother and I have been in the craft beer industry since our parents started their brewery back in 2002. Growing up, we were always helping them out with picking up supplies, building the restaurants and literally everything else. My brother being five and myself being ten, we were honestly bitter about it like most kids would be. Now we are truly grateful and believe that kind of experience is unmatched.

My brother Hunter started off working washing dishes at our restaurants and really started getting involved when he began assisting the brewmaster at the time. He began packaging products, making supply runs and like most people starting up in an industry, all the grunt work. As time progressed, he picked up brewing, ordering ingredients, managing distribution and a solid chunk of operations. When he was ready, he took the helm of the ship and ran the brewery operation alongside our parents.

I took the other route. While Hunter was brewing, I was learning how the restaurants, retail sales and beer industry worked. I started busing tables, serving patrons, packaging products and helping with events. From there, I began working the events, managing the restaurants, and learning how to run a kitchen. After some time, I took over sales, event coordination, promoting the brand and eventually opened my own bar/restaurant after completing my degree in Marketing.

In 2018, we were ready to do our own thing and began planning. Originally, we were going to open another brewery but as you can see, we did something a little different. Hunter began figuring out how we were going to sell and get the brewery down to Arvada and I began doing all the market research etc…

The main issue was that there really isn’t a place for our ideal brewery to be in the current industry. We like to make straight-up beer, nothing fancy. We love to make standalone beers like porters, browns, scotches and lagers. We’re not about adding exotic ingredients and things of the sort. I respect every brewery that does because it takes a very skilled Brewmaster to make these beers work but it wasn’t our style. Without doing unique styles, we would have a very hard time becoming successful in the current industry.

Anyways, one day when I was on a hike with my buddy Ryan, we were talking about everything my brother and I were doing but we were also drinking White Claws. That’s when the light bulb clicked. Every company that makes a seltzer currently is a giant corporation or large beer company that decided to dabble into the market. What if we did it but we did it as a craft seltzer company. At the end of the hike, I called my brother and asked him to listen with a clear mind because I had no idea where he stood with hard seltzers. It started off as a “Now just hear me out” conversation but at the end of my pitch, he said, “Let’s do it” without any hesitation.

I like to compare our situation to craft beer 25 years ago when Coors and Budweiser were running the show (I guess they still are but still). Those companies paved the way for craft beer to become a thing. Craft brewers wanted to take products such as theirs and take them to the next level. They wanted to put new styles out there that were being overshadowed and showcase the amazing things you can achieve at the craft level. Our parents were one of those craft brewers. Brands such as White Claw, Truly, and Bon & Viv are the Coors and Bud in our current situation. They have paved the path for us to take a product that we love and make it in a unique and craft way. An Elevated Seltzer if you will.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It has been a wild road. Something that we never saw coming. Overall it has smooth but as most business owners will tell you, it’s never smooth. We opened in 2019 on July 5th and were out of product before July 25th. We didn’t predict the initial explosion we had. After three days of being open, my brother and I woke up to hundreds of emails and news companies started putting out articles and we were pouring from the second we opened until close. We didn’t have enough initial stock to keep up with the initial demand. Since then, we haven’t had that issue again but as a new company, first impressions mean the world and to be out of product with hundreds of people coming through the door wasn’t ideal.

In addition, being able to do things that large corporations can’t, we can experiment and try different tactics whenever we choose. That’s great because when they work, it’s amazing/gratifying but when it doesn’t, we have to lower our shoulder and rub it off. We have to deal with certain communities of craft beer drinkers that aren’t too keen on the idea of hard seltzer but just like every industry, there are going to be people that don’t support what your doing.

Along that note, breaking stereotypes on hard seltzer is a daily struggle or the seasonality of the product is also a hurdle we have to overcome daily. Since it is such a new product, it hasn’t had the time to become one of the staple products at bars and the like. Whiskey drinkers drink whiskey and select other beverages. Craft beer drinkers drink craft beer and select other beverages. Hard seltzer drinkers drink hard seltzers and select other beverages. The big difference is that the other two have been around forever and the pull for hard seltzer is still growing. People are still hesitant to buy it from a liquor store and even more off draft. Whether it’s because the weather outside is cold, they don’t want to be seen with one or they have yet to try one they like, it is a constant struggle.

Aside from that, we are making our place in the alcohol industry and are overwhelmingly grateful for the people, bars, and liquor stores that support us.

Alright – so let’s talk business. Tell us about Elevated Seltzer – what should we know?
We are Colorado’s First Seltzery! Meaning we’re the first company to independently open as a Craft Hard Seltzer Company!

We brew our seltzers opposed to adding a spirit to seltzer water and use the highest quality ingredients. Therefore, our products have 0g sugar, 0g carbs, no GMOs and are organic. We filter our product for hours which gives it an unforeseen clarity. We are most known for our Lemon-Lime Cucumber Seltzer and Pina Colada although we have about eight different varieties at any given time. We are most proud of the quality of our product and the expressions of people that try it.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Going back to what I mentioned earlier, our parents deserve credit to getting us to where we are today. They taught us how to run a business, build a business, handle the stress of business and at the same time, staying true to our values. They taught us how to handle rough times and that things always come to fruition when you put in hard work. Without a doubt, they’re the hardest working people we know.

In addition to them, Eamonn Colgan has been working alongside us for the last six years. I’ve known him since we were 14 and have always had that brother-like relationship. We constantly rag on each other but have always had each other back. He’s family now and nothing says more about someone’s character than standing beside you during hard times. He was there while we were struggling to keep their brewery rolling and is now involved with every decision moving forward with the company. He literally does everything and we honestly can’t say enough good things about the dude.

Aidan Warner also deserves a shout out. Aidan and I have known each other since college and is now our head Sales Rep. Like us, he has a strong craft beer background as he grew up in the industry as well. He grinded through opening this company with us and is involved with every decision. He’s goofy as heck but has personal values and a drive to be great.

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