For many Park City locals, Alpine Distilling Social Aid Pleasure Club on Main Street has become more than just a place to grab a cocktail. It is where neighbors meet on quiet Sunday afternoons, where visitors discover a taste of Utah’s craft spirits scene and where locals head for espresso marti nis and pie for an after-dinner treat. That locals-first philosophy recently put Alpine Distilling in the national spotlight during a virtual round table hosted through the American Craft Spirits Association, where industry leaders discussed how tasting rooms are evolving into flexible hospitality spaces designed to survive changing consumer habits, tourism swings and growing competition in the industry. The panel discussion followed the release of Craft Spirits Magazine’s annual Top Tasting Rooms list, which recognized 46 distilleries nationwide for their design, atmosphere, inclusivity, storytelling and community impact. Alpine Distilling, founded by Park City couple Sarah and Rob Sergent, joined the list alongside distilleries from across the country.  Representing Alpine was Xania V. Woodman, its longest-running employee, who leads events and outreach for the Park City distillery but whose role often stretches far beyond marketing. The other panelists were David Harris of Song Dog Farm Distillery in Maryland and Amber Pollock of Backwards Distilling in Wyoming. During the conversation, Woodman offered a candid look at what it takes to operate a spirits business in a mountain resort town. “Park City is a destination location, a vacation space, a celebration space for a lot of people,” Woodman said during the discussion. “But it’s also one that, a couple times a year, empties out completely. So, at the end of the day, we’re here for the locals.” Serving tourists while building loyalty with year-round residents is a balancing act that has become central to Alpine Distilling’s business strategy. Throughout the discussion, Woodman repeatedly emphasized that Alpine’s tasting room is designed not just as a place to sell spirits, but as a gathering space that can constantly evolve with the community around it. “I adore what a flex space (a tasting room) really can be for the brand,” she said. “It is such a safe space for throwing things at the wall, seeing what works, what doesn’t work.” That willingness to experiment has led to some of Alpine’s most recognizable offerings. During the pandemic, the distillery started serving pies alongside cocktails. What began as a temporary addition eventually became a major draw. So, the brand finally brought pie back to the menu, Woodman said. “People do, still, at the local restaurants, they’ll hold off on ordering their dessert and come join us specifically for their dessert course with their espresso martini,” Woodman said. “We just adore that.” The same approach applies to trends and events. Woodman, who previously worked for more than a decade in magazines and media before joining Alpine, said she closely watches what captures public attention and tries to translate those trends into experiences that feel fresh and relevant inside the tasting room. One example was Alpine’s embrace of the “teeny tinis” trend, offering flights of miniature cocktails that aligned with the social-media-driven idea. “I look to my former colleagues in the media, and if something has caught their eye and their attention and they dedicate their time to write an article about a trend or something that is interesting to the consumer, then it’s interesting to me,” Woodman said. The round table also explored how independent distilleries are using hospitality and events to compete in an increasingly crowded market. Pollock, from Wyoming’s Backwards Distilling, discussed opening tasting room space for birthday parties and large gatherings free of charge to help drive traffic during slower periods like weeknights. Harris, from Maryland’s Song Dog Farm Distillery, described how an unexpected collaboration with a local goat cheese producer eventually turned into regular baby goat events that attracted families and strengthened ties with local agriculture. At Alpine, Woodman also underscored the importance of adaptability in Park City’s tourism economy. Its tasting room intentionally stays open during slower “mud season” periods when other restaurants and bars close, and, Woodman said, maintaining Sunday hours is also a draw. “The fact that we can sell our product on Sunday makes us such a Sunday destination,” she said. “We make sure that we also have hours to welcome you inside to sit down, relax, have cocktails and pie.” The strategy reflects a broader understanding that local customers often provide the stability businesses need when visitor traffic slows.  “The locals, at the end of the day, when the tourists are not coming in May or November, that’s who’s keeping us going,” Woodman said. But of course, there’s still an opportunity to bring in Park City’s visitors. Woodman said Alpine is also exploring tools like AnyRoad, Localbird and Bach platforms, aimed at travelers planning destination celebrations, including bachelorette weekends. One way to attract tourists is to build a workplace and brand identity that resonates with the community. For Alpine, it starts with the staff. Woodman said in her time with Alpine, she’s done pretty much everything, starting as a bottler, later becoming a mixologist and then moving into more oversight roles. Having that boots-on-the-ground experience was invaluable, she said, and even their seasonal staff are encouraged to try it all. Alpine Distilling employees, Shelbey Hunter and Aidan Rogowski flip a whiskey barrel first filled in August 2021. Credit: Park Record file photo by Michael Ritucci “We want them to come into the distillery, put their hands on the product, come dump a barrel, feel what that feels like, smell what that smells like,” she said. “It changes the ‘them’ into a ‘we’ when people ask questions. I’ve noticed that the staff responses change from ‘they,’ meaning the founders, the owners, to ‘we’ because now they feel like they actually are a part of the brand.” As for a brand consistency that sets Alpine apart, Woodman pointed to Alpine’s female-led management team, LGBTQ-safe-space designation, sustainability efforts, Safe Bars certification and even Orthodox Union Kosher certification. It’s all aimed at making the tasting room, and the spirit, an option for anyone, she said — and that helps them navigate a crowded market. “We’re the little-er guy. We want you to choose us,” she said. “We want to give you every reason to say, ‘Well, that is special, and that’s where I want to put my money, my attention, my time.’” The post Being ‘for the locals’ earns Alpine Distilling tasting room national recognition appeared first on Park Record. ...read more read less