Stepping Out to Shine and Serve

There are times when you arrive at a moment of distinction and direction in the most unexpected way.

Sometimes, unpredictable events unfold that, in the end, make perfect sense. It’s like finding that last puzzle piece without the box cover, and the whole picture becomes clear. 

The transition we’ve just completed feels a lot like that. 

If you’ve been with us for a minute, you know that Rugged retired from his 40-year day job this past December in 2023, an opportunity that occurred earlier than we anticipated (read more on that here). His new-found freedom allowed us to complete passion projects that had been on hold, host new artisan client experiences, and relax in reflection, dreaming of possibilities. 

Over the summer, as Rugged and I discussed our vision and next business steps together, we realized his retirement opened up options for both of us - in different ways. The more we talked about the future, the more it became clear that we’re excited about a host of personal options together but different business directions. And so we shift into our next exciting evolution at Red & Rugged.

Red (on right), here we go!

Starting in September, Rugged will transition to fully enjoying retirement—the freedom to fish, hunt, golf, cook (make us pizza!), travel, and more! On the flip side, I’m excited to weave my decades of business experience with my artful and imaginative skills. Given my long history working with entrepreneurs (read more here), I feel like this piece completes my puzzle picture. In my new role as a business creatives’ coach, I’m expanding my existing work with women, engaging and uplifting talented, creative professionals as they build thriving businesses they love. (Read more of what’s next at BizCreatv.)

What about the artisan element? I’m a big believer in elevating the everyday, and that unique, beautifully textured elements embolden sharp thinking and inspire fresh approaches. Simply put, they make life more fun! As such, I’ll infuse a distinct artisan experience into my individual, special group, and VIP activities.

Looking back at the last seven years, we are proud and humbled to have built lasting relationships and many treasured friendships - in our artisan community, inside the corporate C-Suites, with global executives, renowned hospitality professionals, boutique business owners, and discerning individuals.

We invite you to raise a beloved artisan glass and celebrate with us. I hope you’re excited to see what’s ahead as Rugged enjoys a well-earned retirement, and I move forward with great enthusiasm in this new direction.

A Pioneering Spirit: The Woman Behind the Whisky

During Women’s History Month, we’re highlighting stories of artisan innovators and inspirational female leaders. As we celebrate these global go-getters, you’ll see their drive and determination to build businesses and lift others. We hope these stories inspire you to take your next bold step. (Note: We are not sponsored by or affiliated with any of these organizations or businesses.)

To help you celebrate the accomplished women in your life this month, we’re excited to offer our limited-edition Strong & Sassy Gift Box. (Today’s the last day to order, 3/31/22.)

Today, we're raising our glass to another artisan and female business owner making history. This pioneering spirit is one of the first Hispanic founders of Scotch Whisky. Not only has she built a successful business, but she's also created a fund to support other entrepreneurs of color.

As a first-generation Cuban American and woman entrepreneur, Carin Luna-Ostaseski knows a thing or two about building a business. Fueled by her desire to create a modern scotch blend and revamp the outdated perception of whisky as "an old man's drink," SIA Scotch Whisky was born.

Like most successful entrepreneurs, Luna-Ostaseski was scrappy in the early days going on distillery tours, visiting Scotland, attending whisky tastings, reading books on the subject, getting her bartender's license, hosting focus groups and workshops, even becoming a certified whisky ambassador.

In 2012, the initial funding for SIA Scotch Whisky came from an unlikely source, a Kickstarter campaign. She raised almost $50,000 in 28 days. It's one of the first scotches to be crowdfunded, and the result paid for the first production run. Since alcohol is prohibited as a reward, creativity ruled the day with shirts, flasks, and tickets to launch parties given in exchange for financial contributions.

Luna-Ostaseski held multiple jobs during the course of building the company. She grew SIA while working full-time in graphic design and communications for large companies like Reuters and small businesses. Her years of experience were instrumental in SIA's design, leading to the selection of the label, glass color, and bottle shape. Like most entrepreneurs, she worked on her business over lunch breaks, evenings, and weekends for many years. When necessary, she added freelance design work to fund the business.

Her persistent networking and community-building skills proved vital in growing the company. After several failed meetings with importers, her luck changed when Luna-Ostaseski met female executive Lauren Shayne Mayer of Spirit Imports. Mayer, along with other family members, helped guide her through the process with assistance in everything from manufacturing to distribution. Another group also noted as instrumental to SIA's success is the Women's Cocktail Collective, a group of 25 female founders of spirit brands. The biggest piece of advice Luna-Ostaseski has for female founders? Find community.

In 2021, she decided to expand her efforts and support other business owners of color. The Entrepreneurial Spirit Fund by SIA Scotch was launched, with the help of online platform Hello Alice, to support entrepreneurs of color build successful companies. Luna-Ostaseski joined forces with actor Wilmer Valderrama, and together they used the Fund to deploy $250,000 to 25 multicultural small business owners, each one receiving a $10,000 grant and 1:1 business coaching. The plan is to repeat the process this year, continuing to provide community, mentorship, and capital to minority business owners.

Carin Luna-Ostaseski is flying high these days, both inside and outside her business. She’s one of the few women (Less than 20%) licensed as a private pilot. Her Scotch Whisky is a multi-award-winning brand scoring 96 points at the Ultimate Spirits Challenge (2016). In San Francisco, she won a Double Gold Medal in the World Spirits Competition (2014), a prestigious and exclusive award. For Luna-Ostaseski, it seems the sky is the limit.