Small Business Saturday

Three years ago, Pit Liquor deodorant was born from the desire to find a truly natural deodorant that works. Through hard work, grit, and determination, the company has gone from a kitchen counter to a full-fledged small business. Today, on Small Business Saturday, we want to take a look back at how this small business has grown and where it all began.

Pit Liquor was started back in 2017 by husband and wife Jason and Erica. During Erica's pregnancy with their daughter, Eve, Jason was concerned about the carcinogens in deodorants. They'd been trying various natural alternatives, but none of them worked. One day, he begged Erica to stop using toxic deodorant for the baby. So she slapped hand sanitizer on her armpits and headed out the door issuing Jason a challenge to find something that actually worked. When she got home, she was surprised to find she didn't stink. The hand sanitizer illuminated a new idea: high-proof, drinkable alcohol is less toxic than anything unregulated and potentially made from inedible ingredients.

Always the inventor, Jason thought plain old hand sanitizer was a boring (and not entirely non-toxic) solution to underarm stench. Any friend could tell you Jason and Erica's love for good whisky, so obviously, they turned to whiskey to solve their quandary. Jason began reading medical textbooks about deodorant and had a conversation with their doctor about the topic. He did research, trials, and found a perfect formula all while sticking to a motto to use only ingredients that are safe enough to eat.

Once they had a product and a fantastic name, they started (and completed!) a successful Kickstarter campaign and sit cozy with their patent pending. Three years later with two babies and a Great Dane in the mix, Erica and Jason have turned their idea into a thriving business, selling Pit Liquor online and in select stores, and are growing so fast their warehouse is bursting at the seams.

Pit Liquor has had over 100 media stories written about its products. They've been featured in places like: Playboy, Circa, local papers like the Loveland Reporter Harold and the Coloradoan, and even Michael Symon and Clinton Kelly talked about us on ABC's The Chew. Recently, Erica even appeared on Entrepreneur's show Elevator Pitch to promote Pit Liquor.

With hard work, ingenuity, and a little humor, Pit Liquor has grown into something Jason, Erica, and their team are truly proud of. We at Pit Liquor hope you'll join us to today to support this small business and many more like it. Cheers to quenching that stench and living your dream!