We had the good fortune of connecting with Erica Feucht and we’ve shared our conversation below.
Hi Erica, we’d love to hear what makes you happy.
I live in the moment, which is not to say I don’t think about the past or the future, I actually likely overthink them both. But I have found such value in learning to be present and stop letting the past or the future change the way I experience my present. Right now, I have an awesome business that I’ve worked hard to build. I have two beautiful kids and I get to work alongside my husband. Those things give me a lot of peace and happiness. I find my greatest happiness in presence and looking at the things I’ve brought into my life, instead of thinking about the things I want to change. I work to change what I need to change, but I don’t dwell on the things that haven’t come to be yet. The sweet smell of my kids’ heads, the sounds of their laughter, working back-to-back with my husband, walking into my business and seeing it thriving and growing, finding a new contact to help me grow the business, those things are constant sources of happiness. Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Pit Liquor is the best natural deodorant available. It’s healthy to use, it has no greasy, gritty residue, and it works longer than most traditional deodorants, thus blowing its natural competitors out of the water. It is sold Direct to Consumer online, and it’s made from whiskey and vodka. The business began as an idea when I had reached the end of a very unsuccessful search for an effective natural deodorant. I was pregnant and my sweet husband was crestfallen when he realized I was giving up and resorting back to traditional deodorant during my pregnancy. I tossed hand sanitizer on my pits and was happy enough with the result to be content, but Jason is a materials engineer and he knew that ingredients in most body product alcohols are not necessarily natural or healthy. So he started a journey in which he evaluated ingredients from around the world on the following criteria: Everything in the deodorant he made had to be 1) Natural, meaning it comes from nature 2) Found in long-term use in the human food system 3) Not a known allergen 4) Scientifically proven to kill bacteria 5) Works in our own tests against armpit bacteria specifically. We started this company when I was pregnant and it is the safest deodorant on the market. Our 5 main points of natural deodorant mean we have research and standards to clarify why our deodorant stands out. And then whiskey makes marketing easier. It makes everything easier. We’re really proud of our track record. After our founding in 2017, we’ve tripled every year we’ve been in business and we don’t plan to stop now. I’m raising funds for the business and have raised $540K so far.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We’d have to get drinks on the patio at Union and play some games. Brown Cow alcoholic milkshakes? Yeah. I’d also have to take my friend paddleboarding up in the mountains near our house. We love a quiet, long day at the lake with umbrellas and tents and nothing but water and blue sky. We’d have to go whitewater rafting with Jason’s parents. They own their own rafts and love adventure. And Glenwood Springs vapor caves is a favorite place for us. We love to take a day and hang out in the caves, soaking up the heat, healing, and mountain air. Glenwood has a fun food scene, too. We’d have to go up to Glenwood Adventure Park and ride the alpine coaster. Then we’d jet over to Manitou Springs and race up the Incline and enjoy a burger and local beer at Pub Dog and enjoy a bevvy and some grub while our Great Dane plays in the dog park in the middle of the restaurant. Then, we would head over to see Cheyenne Mountain Zoo to feed the giraffes. And, no visit to Colorado Springs is complete without stopping at The Airplane Restaurant which is my 4-year-old daughter’s favorite place on earth. We’d grab a bag of coffee from Inertia Coffee (probably the geekiest coffee shop ever) and head out to Denver for some Zoo time, a stop at D’Deli in Golden Colorado (you’ve never had a real sandwich unless you have one from D’Deli, I used to work there and adore it.) We’d grab the best Mexican food in the state at El Dorado Mexican restaurant (also Golden, CO) and take in a movie on the rocks at Red Rocks along with some yoga on the rocks. It’s a big, beautiful state and we love it here! Who else deserves some credit and recognition?
I have more people to thank than I could possibly list here, but Nancy Elliott is an amazing human without whom we’d have never started this business. She was the first push we had and the voice that told us we could do it in the early turbulent days. She was our neighbor and is our dearest Aunt Nancy. I’d also have to thank Michael Ochs who encourages us and is such a great person to have in our business. He was our first investor we didn’t know before his investment and he’s a wonderful, lovely human being. And we’d be ridiculous not to mention our parents. We’ve been supported, listened to, funded, encouraged, and offered so many hours of time in help and love to bring this dream to fruition.
Gillian Herrle, Raindrop Marketing, John Moffatt