While Elliott Sneen has worked in the wine and spirits industry for many years, he seems to enjoy beer quite a bit.
Who could blame him for craving a nice, refreshing pilsner after a long day tasting barrel-aged bourbon at Redwood Empire? It feels like our local favorite whiskey brand has been around forever, but it actually only launched in 2019, under the Purple Brands umbrella, founded by Derek Benham in 2001.
When Benham decided to break ground on the new distillery in 2014, he chose the tiny pocket town of Graton, recognizing the ideal humidity and climate in the area for steady whiskey aging. It could be said that way more people know where Graton is because of Redwood Empire.
Sneen is behind the branding and awareness efforts for the company. And it’s pretty clear he does a good job, with all the acclaim the brand has received. Keep those ears open for news on the grand opening of the new Redwood Empire location on Mare Island, with tastings, tours and more in the works.
Amber Turpin: What is your job?
Elliott Sneen: Senior brand manager at Redwood Empire Whiskey.
How did you get into this work?
After attending Sonoma State University, I fell into the wine industry right away back in 2012. From there, I never left. I’m currently working at Purple Brands, focused on spirits more so than wine—with the majority of my day-to-day focused on Redwood Empire Whiskey.
Did you ever have an “aha” moment with a certain beverage? If so, tell us about it.
I had the luxury of living in Germany when I was 19 for a full year. Spoiled rotten with some of the best lagers and rieslings on the planet. Enjoying this early “legal” year of drinking helped me understand how food and alcohol can complement one another so well.
What is your favorite thing to drink at home?
Out of sheer laziness, I typically go for a neat pour of spirits. Typically whiskey.
Where do you like to go out for a drink?
I get a kick out of the original Russian River Brewery in Santa Rosa. You have a full range of hyperlocal die-hards combined with tourists from all over the world.
If you were stuck on a desert island, what would you want to be drinking (besides fresh water)?
Russian River’s STS Pils would be a good steady pour. A beer might fill me up also, assuming food might be lacking out on the island. Plus I’d be able to daydream of getting back home with that beer’s reference to our local airport.Redwood Empire Whiskey, 617 Second St., Suite C, Petaluma. 707.824.5338. redwoodempirewhiskey.com
