President and Founder
Holla Spirits LLC
Patrick Shorb, president and founder of Holla Spirits, is responsible for oversight of all business aspects, including branding, product formulation, innovation, sales and marketing, talent acquisition, distributor relations, consumer engagement and expansion into new markets.
“The most testing topics relate to the human element of business,” he said. “Whether it’s making changes with distributors, vendors, customers or associates, it’s always difficult to balance the relationships and long-term company objectives for the good of the whole. It seems like our entire model was challenged from every angle the past few years, but we adjusted deliberately to the changed environment with a lot of reflection, humility and willingness to make tough choices.”