Pickle shots are having a moment, and one company is riding the wave with its unique pickle-infused vodka. Dan Graves, the Managing Member and CEO of Dirty Dill, has seen his company experience important growth since its launch in 2022. In a recent interview,he shared the story behind his brand and offered advice for entrepreneurs looking to break into the market.

“We started here in Colorado and are now in 10 states and will be in 12 by the end of the year,” said Graves, highlighting the rapid expansion of his business.

The elevator Pitch for Dirty Dill

According to Graves,it’s all about pickle shots. He noted the increasing popularity of pickles in various food products, but saw a gap in the alcohol market. “What we didn’t see a lot of, especially when we started, was pickle alcohol.” He aimed to create a savory alternative to sugary drinks, appealing to health-conscious consumers. The brand also utilizes a fun pickle mascot to connect with customers on social media.

“What we didn’t see a lot of, especially when we started, was pickle alcohol.”

From Idea to Reality

The journey began in March 2022, but the concept and planning stages took about two and a half years. This included developing the brand, formulating the product, creating a business plan, and navigating the licensing process. Graves, who previously ran a construction company, embraced the entrepreneurial spirit, stating, “I think that’s what separates entrepreneurs, the willingness to take risks and say I don’t need to know everything, I just want to jump in and I’ll figure it out as I go.”

The idea for Dirty Dill came from observing the popularity of pickle shots in Denver bars. Noticing that bars were making their own versions with pickle juice and vodka, Graves saw an opportunity to package and sell the product in liquor stores. “This needs to be packaged. This needs to be in liquor stores,” he recalled thinking.

Surprises and Challenges

one of the biggest challenges was scaling up production. Initially, the company relied on hand-pumping bottles and shooters, which proved to be unsustainable. “We’d get done with the day and realize it wasn’t enough to fulfill orders, much less grow this thing.” This realization led to a significant investment in production equipment, highlighting the capital-intensive nature of the spirits industry.

Dirty Dill was initially self-funded, with the founders contributing to cover initial expenses like warehouse space, licensing, and branding. They later raised capital from outside investors. Graves emphasized the importance of networking and being open to investment opportunities: “I’ve learned that you can’t be afraid to ask people if they’d be interested in investing – you never know who is connected to whom and what opportunities might come of it.”

Seeing the Product in the Wild

Graves described the thrill of seeing Dirty Dill on store shelves and in bars. He especially remembers the excitement of expanding to Illinois and seeing the product in Chicago. “That is one of the most motivating things you’ll have,” he said.

Advice for Aspiring Entrepreneurs

Graves’s top advice is to take the plunge and learn as you go. “Dive in before you even know what you’re doing,” he urged. He stressed the importance of risk tolerance and resilience in the face of failures. “You’re going to hit your head hard,but you’ve got to get up and fail forward.”