Welcome to our Happy Hour Question & Answer series, where we ask questions to interesting people in the alcohol world.

This week’s spotlight is on Guy Rehorst, founder of Great Lakes Distillery, in Milwaukee, Wisconsin. Despite many challenges, Guy managed to license and start distillery operations back in 2006 — he was the first beverage distillery established in Wisconsin since prohibition. Shortly after in 2009, he was instrumental in getting Wisconsin state laws that prohibited distilleries from tasting and selling their own product changed. Later that year, GLD was able to open the state’s first distillery tasting room.  He was also key in preventing an effort to increase alcohol excise tax increase of 58% in Wisconsin.  Now, Guy is further innovating with the launch of his new non-alcoholic beverage company Boundless Beverages along with his first brand Sans and first new product Junipre, a zero-proof, zero calorie botanical spirit featuring natural flavors derived from juniper berries, ginseng, orange zest, cardamom, chili pepper and coriander.

Hops & Spirits: What was it like to launch Great Lakes Distillery?
Guy Rehorst: It was a challenge, we launched in the early days of the craft spirit movement and were the first to do so in Wisconsin. You couldn’t buy just a pallet of bottles, you had to buy a container full. Vendors of all kinds of equipment and packaging were scarce when it came to meeting small quantities. State and local regulators didn’t have a good idea of how to inspect or license us which caused huge delays. The good thing was craft spirits were so unique it wasn’t hard to get them on store and bar shelves.

HS: What drew you to alcohol/spirits business?
GR: I’d always been a fan of spirits, while also being a home brewer. Spirits intrigued me more with their flexible use in cocktails. I got curious and started learning all I could about spirits and distilling. Realizing I could get local beer and even wines, I wondered why no one was making spirits in my state. That eventually lead me to want to start a distillery of my own. 

HS: Why the move into the non-alcoholic spirits space?
GR: After observing a lot of friends and customers trying to moderate their alcohol intake for various reasons, I realized they still wanted a good cocktail, they just didn’t want to deal with the potential side effects later on. I observed that when asked what they’d like to drink they either had to order a soda or get a sweet concoction that the bar made by default. I asked myself: “Why can’t they enjoy a cocktail without the alcohol and without the sugar?” To me it just makes sense for a distillery that is well versed in spirits production and understands what makes a good cocktail to produce an N/A version of those spirits.

HS: What’s behind the name Sans?
GR: Sans means “without”. Our product, Junipre, is without alcohol, without sugar and without calories. We really believe you can get creative and produce a delicious cocktail without it being unhealthy.

HS: Your first product for Sans is Junipre. Why did you decide on that for the first one? 
GR: Junipre is modeled after our alcoholic gin, which was one of the first “Western style” gins available in the market. It’s made with almost a dozen botanicals and was immediately a hit. It’s remained so for nearly 20 years. It’s a great base to make a cocktail with. I realized that recipe is so flavorful and unique that we should try it as our first N/A product.

HS: Will more products be coming to the Sans brand?
GR: More products will be coming. We have a few ideas we’re working on including some traditional spirit models, but also some more unique botanical blends. I learned in creating our distilled spirits, you don’t rush development. Sometimes, we can develop a new product in a few months, other times it takes years. 

HS: How much growth is there in the NA space?
GR: I think there is a tremendous amount of potential growth and we’re just scratching the surface. I liken it to the growth curve craft spirits had that followed the growth of craft beer. Brewers were way ahead of us with a 20-year head start but craft spirits are now exploding. I think N/A spirits are in a similar trajectory following N/A beer. People want more healthy options.

HS: Where can folks find Sans or get more information? 
GR: Our info and product are available via our website, drink-sans.com. There’s also information on our website for bars and retailers to buy wholesale. Our distillery tasting room (www.greatlakesdistillery.com) is open seven days a week and our staff produces some awesome cocktails with our N/A product.