Hwy 101 Spirits is dedicated to becoming a prominent craft distillery, grounded in our identifiable California lifestyle. Hwy 101 Spirits will carve out our niche within the growing spirits industry by creating super premium spirits with a primary focus on our family of California Whiskeys. Through authentic California branding, marketing and by embracing our local customers and visiting tourists, we will achieve our financial projections and create an endless stream of brand ambassadors by being welcoming and transparent in showing the pains we go through to create the very premium spirits they enjoy. The location of the distillery will be prominently located within the North County San Diego coastal community along the historic Pacific Coast Highway thereby taking full advantage of our highly desirable surf culture and thriving tourism.