Ryan Thompson | May 21, 2025

This founder turned a love for whiskey into a platform for veterans

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Ryan Thompson didn’t start 10th Mountain Whiskey just to make spirits—he started it to honor a legacy. Inspired by the soldiers who trained in Colorado’s high alpine terrain, his distillery was built as a tribute to the grit and sacrifice of the U.S. military. Over a decade later, the brand stands as both a business and a platform for giving back. In this conversation, Ryan shares what it takes to scale a values-driven company—and why mission has mattered more than marketing.

You’ve always described yourself as having entrepreneurship “in your DNA”. But what finally told you that this idea, 10th Mountain Whiskey, was the one to go all in on?

Ryan Thompson is no stranger to betting on himself. He leveraged his house at 25 to open a restaurant and has taken risks ever since.

But something about whiskey felt different. “I was just watching what the craft distillery movement was doing at the time,” he told me. He saw the success of distilleries in other mountain towns and knew Vail was ready for its own. “Whiskey, mountain culture, après skiing.. it all goes hand in hand.”

After attending a week-long course at Moonshine University, he came back with clarity. “I said, screw it, might as well be me.” Within months, he was writing a business plan, sourcing raw materials, and distilling whiskey out of a 13-gallon still in his garage.

You founded 10th Mountain in homage to the soldiers who trained in these mountains. Was there a personal story or moment that made you realize you weren’t just building a distillery, you were building a legacy?

From the beginning, Ryan wasn’t interested in just producing spirits. He wanted to build something meaningful. “The world doesn’t need another distillery,” he said. “But if I could attach a different reason why, then yes, there should be a distillery named in honor of the 10th Mountain Division.”

That mission shaped everything from the name to the way the company gives back. “It’s a platform to support different military nonprofits,” he said. That deeper purpose has also shaped team loyalty, with several employees staying on for over a decade. “There’s a big reason why to all of this,” he added. “And that’s what’s driven our success.”

What was one of the hardest moments from year one that still rattles around in your head?

For Ryan, the hardest part of building 10th Mountain hasn’t faded with time. It’s ongoing. “It’s not a past tense thing,” he said. “You solve one challenge and another one pops up right behind it.”

The biggest of them? Distribution.

Getting people outside of the Vail Valley to care about the brand remains a grind. “How do we get someone in Maine or Texas to take a $60 chance on a bottle they’ve never heard of?”

Despite efforts with ambassadors, affiliate programs, and podcasts, breaking into new markets is still one of the company’s most persistent challenges.

Was the direction of 10th Mountain Whiskey’s mission clear from the start?

“The direction was absolutely clear from the start,” Ryan said. He felt a responsibility to live up to the name. “If we’re going to hang our namesake on one of the most historic military divisions in U.S. history, then it’s important we support the military with our efforts.”

What he didn’t anticipate was the overwhelming support from veterans and active-duty members. “The amount of appreciation we’ve received. It’s beyond what I ever thought would happen.” That response deepened the brand’s mission and fueled even more military partnerships across branches.

What specific guardrails did you have to put in place as a leader to keep the quality bar high? And what does delegation look like for you?

Ryan started by putting up guardrails for himself. “I’m notorious for waking up and starting to work within five minutes,” he said. Without kids or pets, the quiet often lures him straight into work mode. He’s had to build routines that include exercise, downtime, learning, and often through podcasts during hikes or drives.

From a leadership perspective, he’s hands-off, until he’s not. “I try not to micromanage. But if something comes up, I’m not afraid to jump in and reset the course.” He gives his team the tools they need and trusts them to deliver. “You can’t hold someone to a standard if you haven’t equipped them to succeed.”

When looking back, what was the hire that changed everything for your company?

That one was easy. “Shawn, our head distiller,” Ryan said without hesitation. A career bartender, Shawn was burned out and unsure of his next move when Ryan offered him a new path. “I asked him if he wanted to try distilling. He said, ‘I’ve never done that before.’ And I said, ‘No one’s born knowing how to do it.’”

The two of them learned the craft together—from a 13-gallon still to their current 500-gallon operation. Shawn remains the only head distiller the company has ever had.

What leadership lesson did you learn the hard way?

“All of them,” Ryan jokes. But the one that’s stuck with him the most is emotional control. “Put your emotions of the day aside before you go and interact with your employees,” he said. Whether it’s a bad phone call or a traffic ticket, he makes sure none of it bleeds into the workplace. “Your words carry more weight than you think,” he said. “Your team looks to you.”

This is year 11 for 10th Mountain. What’s a moment you’re most proud of?

Two come to mind for Ryan. The first was graduating from that tiny 13-gallon still to a 500-gallon setup. “That was a huge moment,” he said. But the more recent one—recognition at the San Francisco World Spirits Competition—was the one that hit hardest.

“We got 98 points, double gold, and were one of five distilleries in the running for best in class,” he said. The pride wasn’t personal—it was collective. “I was just so proud of Shawn, of Jeremy (our 2nd distiller), of everyone who’s been a part of this from the beginning.”

What is a source of inspiration you continue to go back to as a founder?

Ryan keeps perspective by remembering the veterans he’s met through the business. “I’ve gotten to know a number of military personnel, across all branches, and some of their stories are so inspiring,” he said.

On tough days, he reflects on those conversations. “You remember that firefight they went through, or the injury they survived… and it just puts everything in perspective,” he said. “That motivates me. My hardest day doesn’t compare.”

What is your favorite podcast?

He’s a fan of How I Built This and was even a guest on one of Guy Raz’s spin-off shows. He also listens to Entrepreneurs on Fire, The Happy Hustle, and Built to Sell Radio. But Gary Vee stands out for his digital insight. “I follow his content closely and pass it to my marketing team. He’s got a background in alcohol and he understands the social media side better than anyone.”