They say good things come in fours. Hence the four-leaf clover I suppose.
We also have four seasons, four directions, four elements, and even four classic virtues—wisdom, justice, courage, and moderation.
(Though, to be honest, moderation isn’t really our strong suit.)
But for us, 11/11/25 means something more.
It’s our anniversary, and this one marks four years since Mario’s Hard Espresso came to market. An idea born in our kitchen, guided by my Dad’s ethos and our desire to honor his legacy.
4 AM has been called out by the likes of Faron Young, Paul Simon, Bob Dylan, Elton John and even The Godfather II
(apparently that’s the perfect time for great song ideas and conspiracies to whack the chief of police).
After making Mario’s Hard Espresso in our kitchen for decades, we took the leap and made our first small batch with a contract distiller. That first batch produced about 1500 bottles which was a giant leap after only making about 12 or so bottles at a time prior to that. We didn’t really know what was going to happen or how it would turn out at that scale, but man, it turned out it was pure magic.
My Dad made his Hard Espresso to bring people together. To share a story, a laugh, and a drink among friends. That spirit and the joy of connection is the heartbeat of our brand.
And now, four years in… what a ride it’s been.
“Cut the pizza into four slices—I’m not hungry enough for six.” - Yogi Berra
I’ve always thought that the trajectory of our first four years would be a lot like high school: In year one you know nothing. You spend your time trying not to get lost or beat up, and to figure out as much about this new world as you can. In year two, you know a little more than you did, and it’s not quite as dangerous in the crowded hallways, but there’s still a long way to go before you’re really comfortable. By year three, well you’re really starting to figure things out. You can see what you need to do to make year four special, and you start to make plans. You’re not quite an upperclassman yet, but oh boy you can taste it, and so you work to get yourself set up for a final year of fun before you graduate.
And year four? Well it’s a hell of a lot more fun. People know you, or have heard of you. You have a reputation (good or bad) and a lot more friends. You know your way around the campus like the back of your hand, and you’ve had amazing experiences that not only make you stronger, they make you excited about what’s to come.
I would have to say that all in all, that’s been pretty spot on for us.
Four is the only number that has the same number of letters as its value.
(We’ll drink to that kind of symmetry)
From humble beginnings and hand-labeling bottles, to pounding the pavement to share the love with bartenders, restaurants, liquor stores, and everyone kind enough to listen. Pouring tiny-tasters at events for literally thousands of people, and from using a contract distiller to bringing it all home and producing every bottle of Mario’s ourselves— we’ve poured our heart and hustle into every step.
As we celebrate our fourth year, we’ve hit milestones that I hope would make my Dad proud: We’ve doubled sales year over year, expanded our incredibly dedicated and talented team, increased production capacity and refined and upgraded our packaging, and as of this 4th anniversary, people can find Mario’s Hard Espresso in about 1,600 locations in six states. That includes 100s of fantastic bars and restaurants, 51 Total Wine and More stores in California and Nevada, 79 New Hampshire Liquor and Wine Outlets, and, as of a few short weeks ago, even Trader Joe’s customers can find Mario’s Hard Espresso in locations throughout California.
The four emotions—anger, grief, hope, and fear. (Sorry, hangry is not one of them)
If I’m being honest, we’ve felt all of them on this journey. But the one that remains constant? Hope, of course.
The hope that what we’re building at Mario’s Hard Espresso truly connects people to one another. That it sparks conversation, joy, and community, just like my dad intended.
To our friends, fans, and family who’ve supported Mario’s Hard Espresso—thank you. You’ve made these four years unforgettable, and we’re more prepared than ever for what’s ahead.
So here’s to many more laughs, memories, and Hard Espresso-fueled nights.
And if you’re raising a glass of Mario’s tonight, we say thank you from the bottom of our hearts. (which has 4 chambers by the way)
Cheers everyone.
