[Noozhawk’s note: One in a series on the honorees at the Goleta Chamber of Commerce’s 70th annual Goleta’s Finest Community Awards Gala, to be held Nov. 23 at The Ritz-Carlton Bacara.]
To paraphrase the old saying: behind every great distiller is a great woman. And it’s true for Michael Craig, who is a great local distiller in Goleta.
Craig, owner and distiller at Goleta Red Distilling Company, will be honored by the Goleta Chamber of Commerce on Saturday with the Goleta’s Finest Entrepreneur of the Year Award.
Since moving to the community with his family in 1995, Craig has worked a variety of careers.
He was — and still is — an artist and a potter, he owned Santa Barbara Ceramic Supply, he worked as a computer consultant and for a pool service company. He actually was moved to Goleta with UCP Work Inc., the nonprofit organization helping people with disabilities, which he calls his “life’s work.”
But even one’s life’s work can be stressful so, to deal with that stress, Craig learned to brew beer. And when he figured he could make spirits, he started distilling at home, which is illegal.
Still, while he thought it would be kind of a neat business, he figured it was really more of a fun hobby.
This is where the “great woman behind the man” comes in.
“This is viable,” his wife, Laura, said one night over dinner at Enterprise Fish Company. “Let’s do this.”
She gave voice to what Craig was thinking, and it was “game on.”
But nothing happens that quickly, of course.
After a weeklong workshop in Washington, Craig was dead-set ready to do it, but he wisely spent a year doing research. Business plan, paperwork, permits, working with Alcoholic Beverage Control, Alcohol and Tobacco Tax and Trade Bureau, the City of Goleta, Santa Barbara County, the county Fire Department, the Food & Drug Administration — all hoops he jumped through.
Craig had lots of help along the way: the federal government, the City of Goleta, the Goleta Chamber of Commerce and other local businesses. And of course, Laura.
It was Laura who recommended the Orange Java Overproof, his third best-selling spirit. It has a spot on the Goleta Red tasting room bar at 93 Castilian Drive, along with local favorite Goodland Gin, Sterling Silver Rum, Solid Gold Rum, Cacao Flavored Rum and Fiesta Agave Spirit. Coming soon: vodka and a barrel-rested gin.
And in true entrepreneurial fashion, Craig is working with a local brewery with plans to distill a whiskey together.
Since he was 9 years old, Craig has cooked, baked and played with flavors. To that end, he also uses his spirits and other unique ingredients to create specialty cocktails.
His Goodland Gin & Tonic is a sight to behold. Using Butterfly Peaflower tea, the drink is a bright yet inviting purple.
And yes, as a 1980s guy who likes getting caught in the rain, you really must try his Piña Colada.
Like the Pileated Woodpecker adorning his Goleta Red logo, Craig is red-headed and tenacious.
“I’m constantly beating my head against the wall, but I know if I do it long enough, there’s that nugget I’ll get to,” he said.
The Goleta Chamber of Commerce’s 70th annual Goleta’s Finest Community Awards Gala will begin at 6 p.m. Saturday at The Ritz-Carlton Bacara, 8301 Hollister Ave. in Goleta. Click here for more information, or to purchase tickets.
— Kate Schwab represents the Goleta Chamber of Commerce.