Today we’d like to introduce you to Rob Rubens.
Rob, can you briefly walk us through your story – how you started and how you got to where you are today.
While still working for my “dream college job” at a professional services firm, I was in New Orleans to speak at a conference. On that trip I met up with a friend, who suggested we visit Old New Orleans Rum, a local rum distillery in Louisiana. I took her up on her offer. And with an empty stomach, we embarked on the tour with rum in hand. On that tour I was mesmerized by, and very quickly fell in love with, the art of distillation. Fast forward a few months: I decided to put pen to paper on what would become LA’s first distillery-brewery.
The path to opening a distillery or a brewery in California is not a straightforward one – let alone opening both under the same roof. Exactly 27 months after beginning planning, we opened our doors to the public with beer on tap. Exactly 3 months after that, we hosted our grand opening as LA’s first combination distillery and brewery. We are also LA’s first bourbon distillery in over 98 years. None of these “firsts” define us, but nonetheless, they are pretty cool.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Hahaha. The only thing smooth about this whole thing has been the whiskey.
From city to state to federal agency hurdles; financing; logistics; assembling the right team; etc. – there were no shortage of roadblocks. I lost count of the “no’s” I received and embraced the “yes’s” I’ve achieved over the last 3.5 years. There’s no practical use in reminiscing on mistakes; rather, just don’t make the same one twice.
I’ve saved many of my denial and separation letters for a day when I have time to frame and hang them.
Rob Rubens Distilling & Brewing – what should we know? What do you guys do best? What sets you apart from the competition?
Rob Rubens Distilling & Brewing really is a tribute to my family. My great grandfather and his five brothers opened the Rubens Rialto Theatre in Joliet, Illinois in 1926, during the heart of prohibition. The theatre was one of the best of its time (using the same architects as The Chicago Theatre and many similar design elements). It was often called “a palace for the people.” This name came from the affordable nature of the venue for the working man and woman. The theatre still evokes a sense of elegance, nostalgia, and mystery.
Fast forward 90 years: we opened LA’s first production distillery-brewery with a speakeasy tasting room. The speakeasy is a nod to the Rialto, as is the vertical theatre-like sign in front of the building. Most everything we do has some sort of speakeasy or historical tie. One cool example includes the naming convention of many of our spirits, like American Vandal Vodka. I mean, if Al Capone and his boys were hanging out at the Rubens Rialto Theatre, it only makes sense, doesn’t it?
As a company, we desire to become known as your whiskey and specialty ale house. We deliver an experience through our products wherever you enjoy them, and of course our service at the speakeasy.
Something that truly sets us apart is our combination operation as a distillery and a brewery. So many opportunities abound. We can age whiskey in a barrel, then use it for beer, then use it again for a spirit. Then eventually for hot sauce. Then as chipped smoking wood or furniture. We are not an IPA house. While we brew IPAs (and damn good ones), we try to keep things light and fun as well as looking to tradition for inspiration.
What moment in your career do you look back most fondly on?
I try not to really revel on proud moments. There’s still a lot of work yet to be done. But, if I have to name one, I would say it’s pride in my team. This company simply can’t operate as a one man band; it takes a group effort. They make me look good.
Contact Info:
- Address: 909 E. El Segundo Blvd.,
El Segundo, California 90245 - Website: www.robrubens.com
- Phone: 424.277.1134
- Email: [email protected]
- Instagram: instagram.com/robrubensdb
- Facebook: facebook.com/robrubensdb
- Twitter: twitter.com/robrubensdb
- Yelp: yelp.com/biz/rob-rubens-distilling-and-brewing-el-segundo-2
- Other: www.robrubens.com
Image Credit:
Tim Jones
Craig Kolhoff
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