Hardware Podcasts

21 Seeds: Kat Hantas

How I Built This · 21 Oct 2024 · 1h 06m

What this episode covers

Kat Hantas, co-founder of 21 Seeds, explains how she turned a home infusion hobby into a $160 million tequila brand sold to Diageo in 2022. She details the strategic decision to target moms with a cleaner, less sweet alternative to wine, navigating the complex three-tier distribution system by initially partnering with Bevmo and later Southern Glazers. Hantas discusses the operational challenges of scaling production in Jalisco, Mexico, and the critical role of timing and influencer marketing in achieving rapid growth and exit.

Most relevant to

early-stage companies and companies scaling up

Topics

Mentioned

Companies
Diageo, Bevmo, Southern Glazers, Molly Stone's, Whole Foods, Target, Walmart, High Times
Products
21 Seeds, Casamigos, Don Julio, Kettle & Botanicals
Also
Jessica Alba, Katie Couric, Nielsen

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