We recently connected with Giovanni Machorro and have shared our conversation below.

Alright, Giovanni thanks for taking the time to share your stories and insights with us today. Parents can play a significant role in affecting how our lives and careers turn out – and so we think it’s important to look back and have conversations about what our parents did that affected us positive (or negatively) so that we can learn from the billions of experiences in each generation. What’s something you feel your parents did right that impacted you positively.

I love my family. My parents have been the most influential figures in my life; my mom’s love and kindness and my fathers grit and hard work pays off mentality has helped me in every aspect of life. I owe it to them for helping me through school, gf heartbreaks haha and for where and who I am today!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi everyone, my name is Giovanni Machorro Head Distiller at Loft and Bear. Loft and Bear’s journey started in 2012 in the Arts District LA by my friend and founder Paul Ryan Elliot. Paul started Loft and Bear with the mindset to make quality spirits for all consumers. Paul’s vision was to not only make craft products such as our award winning Vodka/Rum, but also help the community such as hire local, pay a living wage, create a safe environment for all people. Paul wanted to make the distillery a place where artist and entrepreneurs can create, brainstorm and feel at home. We also volunteer at PATH and Homeboy industries because we understand the importance of giving back to the community that has helped us grow.

Loft and Bear is the first black owned distillery in California and second in the US. since prohibition, you can google us to make sure thats true but believe me it is.

Before Paul was my boss he was just my homie. At the time I was starting my undergrad in mathematics and working valet parking at the same structure where Loft and bear was located. P and I became buddies, we would hangout and hit basketball games and I would occasionally help em out at the loft with production. One day Paul said “you should work with me”. My response was idk… what if you fire me? I might feel some type of way. After playing hard to get for 3 years I joined the team. I Started with production and overtime I learned the art of making our award winning Vodka.

We’ve relocated from the arts district to the heart of Los Angeles in South LA, 6414 Mckinley Ave, Los Angeles CA.
This new location is incredible! Our Distillery is the best one in Los Angeles hands down. We offer tours and tastings where you’ll see our 300 gal still, taste our product (limited edition in house spirits too), and might even catch me making some of the good stuff! Thats not it, if you want to make your own products we can help with that as well, checkout our website www.loftandbear.com for more details.

How’d you meet your business partner?

I met Paul when I was going to college and working valet, he offered me not only his friendship but also an opportunity for growth and success. Paul and Loft and Bear believe in equal opportunities so Paul gave me equity in the company because he saw how this could change my life for the better! Thank you P for helping a brown brother.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Our most effective strategy for growing our clientele is resonating with our consumers. Over here at Loft and Bear is about making quality spirits, keeping it real, and uplifting our community. We’re lucky to have the best costumers in the world, we couldn’t do it without y’all. Thank you!

Contact Info:

• Website: https://loftandbear.com/
• Instagram: loftandbear
• Facebook: loftandbear
• Twitter: loftandbear
• Youtube: https://www.youtube.com/watch?v=wG5B1B8KfoY
• Yelp: https://www.yelp.com/biz/loft-and-bear-distillery-los-angeles-5

Image Credits
loftandbear