A funeral may not be the source of inspiration for most people but for Ballardite Mhairi Voelsgen, that's exactly where she got the idea to start her own company.

"I went to my uncle's funeral in Scotland in February of 2010. The Scottish have a tradition that when a family member dies, you buy a nice bottle of single malt whiskey and drink it over a year and remember that person whenever you have a drink," said Voelsgen, whose mother is Scottish.
"I bought a bottle of Glenrothes whisky, the same bottle I bought when my dad died eight years ago. That got me curious about the liquor industry. What makes a great liquor? Could I make a great liquor? Could I make something that I'd be proud to serve?"

Formerly a marketing director at KOMO TV and the Museum of Flight, Voelsgen knows a thing or two about selling a product.

"In the world of liquor a lot is about marketing," she said. "And I have been in marketing for over 15 years."

At 42, Voelsgen decided now was the time to decide what to do with the rest of her life: to work for herself and set her own hours so she can be home with her family.

Voelsgen cashed out her 401(k) and called her Museum of Flight colleague, Erin Brophy, who decided to come onboard.

"It took a little leap of faith on Erin's part but it's working out," Voelsgen said. "We work really well together and we like working together."

Together they attended distillery school and decided that if they were going to make this product, they were going to do it right.

"I'm a big supporter of buying local and the 60-mile challenge," Voelsgen said. "We really wanted to create a brand and product that women like and make the product the right way - locally and organically."

Voelsgen said most craft distilleries will make vodka, gin, and whiskey but early on, Voelsgen and Brophy realized that they don't drink gin.

"So how would we know if it's good? We would have to defer to the people who know it well," Voelsgen said. "So what do we like? What does the market need?"

Neither Voelsgen nor Brophy are big drinkers and so they started doing research.

"We started talking to bartenders and learned that they enjoy making cocktails more than anything," Voelsgen said. "We asked what's missing and bartenders said they would really like to see a good line of liqueurs."

Voelsgen and Brophy listened and the first product to be released under their BroVo label (which is the first few letters of both their last names merged together) is what they call "a bartender's toolkit", a line of five single note botanical liqueurs.

Available in five flavors - Lemon Balm, Rose Geramium, Ginger, Lavender and Douglas Fir- the liqeuers can be used in specialty cocktails, mixed with champagne, or simply served over ice.

"We are putting the creativity back into [the bartender's] hands. We're saying 'Here are your tools, now go be creative'," Voelsgen said.
"One of the first things we did was create a database of over a thousand recipes."

Targeted at women ages 21 through 65, BroVo spirits are quality over quantity, Voelsgen said.

At 40 proof, it's a little less potent than other liqueurs, allowing the occasional cocktail drinkers to have a second drink without having to worry too much about the alcohol content.

"It's just a beautiful product," Voelsgen said. "The aroma is amazing and the taste isn't overwhelming."

Coming from a career in marketing, Voelsgen said a lot of thought also went into the packaging.

"We buy based on the packaging all the time. BroVo liqueurs come in tall, slim bottles with a clean and crisp label," she said. "It reflects the product - beautiful with a little bit of attitude."

But for Voelsgen and Brophy to break into the male-dominated liquor industry as two women has been a challenge.

"Funding and investments was the biggest hurdle," Voelsgen said. "Us being two women in the liquor industry was a huge issue for some people. You wouldn't expect that nowadays but to be honest, it made Erin and I work that much harder."

And that hard work has paid off. In a few weeks, their lady-made liquor will be available in every liquor store in Washington State.

Additionally, restaurants like Ray's Boathouse, Wild Ginger, El Gaucho, the Palace Kitchen, Dahlia Lounge, and McCormick & Schmick's have already committed to featuring BroVo spirits on their menus.

"Ray's boathouse early on has been very supportive. They will be offering a flight to their customers, allowing them to sample all five flavors," Voelsgen said. "I think a lot of people like the idea of using a product that helps support agriculture business across the state, as well as supporting a small local company instead of a big international corporation."

Looking to the future, Voelsgen predicts that more and more local craft liquor business will sprout up throughout the region.

"The local craft liquor industry today is where the craft beer market was five years ago and the wine industry 20 years ago. The liquor industry is just the next step."

Voelsgen said her long term goal is to make an impact on the local agriculture. To make Washington the next big liquor state.

While cashing in her 401(K) may seem a risky thing to do, Voelsgen said she likes the idea of being in control of her destiny.

And now is as good a time as any to start a liquor company.

"Alcohol sales always go up in a recession," Voelsgen said. "Having a cocktail is a small treat. A Maui moment when you can't afford the trip. It's a ten-dollar escape."

To learn more about BroVo spirits, visit http://brovospirits.com/ or follow them on Facebook.