YERLO: A Hmong Classic With a Modern Twist

With no other spirit like it in the market Yerlo (Hmoob cawv) is in a class by itself. The Lo Artisan Distillery creates Yerlo, a true and authentic 120-proof Hmong rice spirit drink with a smooth and clean aftertaste. In July 2010 Po Lo decided to embark on a new venture, providing designer products from produced from scratch and bottled by hand. Yerlo is currently distributed to three states: California, Minnesota, and Wisconsin.

Still fairly new to the market, not many Hmong may know about Yerlo and the distillery.  Po Lo (Pob Tsuas Lauj), is originally from Green Bay, WI, where his parents Chong Va and Yer Lo still reside. Wanting to preserve his Hmong heritage and traditions, Lo wanted to create a Hmong product that everyone, not just Hmong people, would enjoy. “I feel it is our Hmong Cawv (liquor),” Lo says. Because Lo decided to use his mother’s centuries-old recipe to become a high-quality mass produced spirit, the product is proudly named after her, Yer Lo.

Yerlo’s modern twist comes from the adaptation of a traditionally at-home process: the materials that are used to distill the spirit, the techniques, and the processes have all evolved. Traditional home distillers were mostly made from pieces of aluminum, whereas Lo Artisan Distillery uses copper and stainless steel. “The thing that Hmong people don’t understand is that in the long run, aluminum and rusting metals will do harm to the brain,” says Lo, “with copper and stainless steel, it takes away all the impurities when distilling, therefore making the final product a much safer and healthier drink.”

And although every distiller/home brewer differs in his or her own recipes, there is never a gurantee—some may taste good, some may taste bad. Lo remembers that whenever his family distilled the spirit, they mostly gave the product away during ceremonial events or at family gatherings. “Whenever we distilled at home, we gave away our spirits and never sold any for profit and that is what made our product so special.” After years of small quantity batches, Lo decided to take the plunge, legalizing his product. “[My mother’s] always had a great taste result. We just improved it with the distilling and bottling.”

In addition to wanting to preserve his mother’s recipe, Lo says he very much wanted to preserve her work ethic and passion for the Hmong culture as well. “She was my motivation for starting [the business],” he says. Lo’s mother’s name was also unique in that it is not hard to pronounce. “I wanted it to sound like Merlot, and it is spelled [and pronounced] ‘Yerlo,’” Lo chuckles.

And since launching has the business has been doing well? Lo says although it required some research, some distilling courses, and studying of the trade, he knew that the investment would pay off in the end. “I had many supporters who believed in my product and when you have all these variables connected strongly together, it makes it much easier to proceed,” says Lo. “The only real marketing that has happened has come through word of mouth and from several Hmong enthusiasts.

But just like everything new that comes out, some are afraid to try new products or won’t try them until after someone else has, which Lo is okay with. “Rice spirits are not for everyone.  There will be bias everywhere and you just have to do what is best for your business. But I create one of the very best Authentic Hmong Rice Spirits. I feel that Yerlo will be the best Hmong Rice spirit/liquor. It is also the best liquor to have [for] Hmong/Chinese herbal infusions. I know many Hmong elders that love to infuse their special herbs and I strongly feel Yerlo will best fit that role.”

Lo also stresses that Yerlo is for everyone, the Hmong and non-Hmong alike. “I’ve had more Non-Hmong (American) customers come to my distillery to purchase bottles and cases of Yerlo than I do my fellow Hmong,” he says, and for that he is grateful for the support.

Although the business was well worth all its risks and hardships, Lo says that the legacy is what makes it worth running. “I want to leave something valuable behind when it is all over,” he says. “Being the first Hmong entrepreneur [in this field] and keeping it going makes my family and I feel proud. Most of all, I thank God for all His blessings. Without God’s Guidance, I would not be here today with the distillery.”

So, what does the future hold for Yerlo and the Lo Artisan Distillery? Lo says that one thing he wishes to achieve is to have Yerlo become at least a Hmong household name, hoping that 50-75% of every Hmong household in the USA will have at least one bottle of Yerlo in their home by next year. “That is my dream and goal,” Lo says.

And what of those people who wish to embark on their own business endeavors? “You have to have PASSION,” says Lo, adding that there is a lot of paperwork that needs to be done in order to successfully launch on official business, but he contends that persistence and passion is key: “I asked many questions and I wasn’t afraid to call and request to talk to the people who were doing all my applications [for my permits.] Be persistent and do not be shy about asking for anything. Without passion, don’t even start. Love what you do and Do what you love. If you can balance this, success will come.”

Yerlo is now available in many local liquor and retail stores in California, Minnesota, and Wisconsin. Lo Artisan Distillery currently does not ship any liquor by law, but is available for pick up and shipment via friends or family members. Lo Artisan Distillery is located at 1607 South Stevenson Pier Road, Sturgeon Bay, WI 54235, where they offer free tours and tastings for up to 30 people by appointment via email on their website www.lo-artisandistillery.com. Po Lo currently resides with his wife, a physician at their medical practice, and their child in Lake Charles, Louisiana.

By Elizabeth Thao