To Our Valued Tower 56 Friends and Family-

We sincerely hope this letter finds you well in these unprecedented and uneasy times. While It goes without saying that 2020 has been a year of the unexpected, despite the impact on the economy, our country, and the people of Greeley, Colorado, Tower 56 has continued to not just endure but thrive. Because of the creativity and commitment of our great staff and YOU, our loyal customers and community, we have been able to both, operate our business and focus on our continued growth. For that we could not be more grateful.

For reasons detailed below, as well as our keen focus on that growth, it is with incredible excitement that we announce a major brand change. Over the coming weeks and months, we will be transitioning away from our current brand name “Tower 56 Distilling,” to a new brand name, “477 Distilling”. Let me walk you through the events that have led us to move in this direction.

In early July we were made aware that our brand, Tower 56, shared some significant similarities with another spirit’s brand that had begun some small-scale distribution in Colorado. Initially, it was our desire for both businesses to keep the similar brands, however, after some serious self-reflection and a lot of input from our staff and family, we made the decision to rebrand our business and spirits.

For those of you that know the story behind Tower 56, our brand was based upon a lifeguard tower in Newport Beach, California. Many of you know that story because you have heard me or someone at our tasting room tell it. It also had very strong sentimental meaning for me and my family. But, as we have grown and Greeley has become such an important part of the fabric of our company, we have realized the challenge in connecting the California story, to a Colorado brand. We want to emphasize our proud community and the fact that our award- winning spirits are produced and distributed here.

Without question the Tower 56 brand is extremely meaningful to me and my family and has become meaningful to many of you. I am grateful for everyone that have enthusiastically shared the Tower 56 story, even some of you making a trip to visit the tower in person. While there is a side of us that is sad to move away from the Tower 56 brand, we believe our goals for distribution throughout Colorado and neighboring states will best be accomplished through a brand that better represents the community we come from and the industry we serve. So, it is with incredible excitement and enthusiasm that we announce to you, our new name and brand.... “477 Distilling.”

Our new labels, on the back of our bottles will read; Whiskey – because no good story starts with a glass of milk. That is what we believe, and that is what the great people of Greeley, Colorado confirmed when they voted to end city-wide temperance in 1969. The controversial measure passed by only 477 votes and made the production and sale of alcohol legal in a once dry city. We proudly represent those 477 votes by crafting award-winning spirits that lead to new stories.

We love our city! And as we move forward out of this unprecedented year, we want our business to represent all that is great about Greeley. So, 477 Distilling it is!

As you can imagine, we can’t just snap our fingers and automatically change brands. There are many things that have to change. We will watch this transition happen slowly over the next few months; from our bottles, to our signage, to our website and social media pages. Hopefully, as we progress, you will get used to saying, “lets head down to 477” or “can you pick up a bottle of 477?”.

For our liquor store partners, we will work to make this transition seamless for you. Our packaging and the products will look identical to what they are now, just with a new name on the bottle.

It has and continues to be an incredible honor to serve this community, make award winning spirits, and continue spiriting great memories. We could not be more grateful for your support, since we first opened our doors and particularly through what could best be described as a most tumultuous year. Cheers to all of you for the rest of 2020 and whatever the future may bring!

Matt Estrin
Owner
477 Distilling
825 9th St Unit B Greeley, CO 80631