# 21 Seeds: Kat Hantas

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-10-21
- Length: 1h 06m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas

## Summary

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.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=0) Introduction: Kat Hantas and 21 Seeds
- [5:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=343) Kat's Background in Film and Production
- [14:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=841) The Health Pivot to Blanco Tequila
- [20:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=1234) Identifying the Mom Market White Space
- [23:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=1390) Forming the Team and Securing a Distiller
- [39:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=2364) Branding, Label Design, and Bevmo Breakthrough
- [50:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=3012) Scaling Production and Raising Capital
- [52:47](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=3167) Marketing Strategy and Pandemic Growth
- [1:00:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas#t=3603) The Diageo Acquisition and Exit

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- 21 Seeds (product)
- Diageo (company)
- Bevmo (company)
- Southern Glazers (company)
- Casamigos (product)
- Don Julio (product)
- Kettle & Botanicals (product)
- Molly Stone's (company)
- Whole Foods (company)
- Target (company)
- Walmart (company)
- High Times (company)
- Jessica Alba (other)
- Katie Couric (other)
- Nielsen (other)

## Related episodes from other shows

- [#111 Twrl Milk Tea: Boba is the New Sprinkle & Twrling into Sprouts, Costco, & Pop Up Grocer](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-10-24-111-twrl-milk-tea-boba-is-the-new-sprinkle-twrling-into-sprouts-costco-pop-up-gr) (The Startup CPG Podcast)
- [#211 - Acquisition Story: How Hector Saldivar Grew Tia Lupita Foods From a Family Recipe to a Successful Acquisition](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-26-211-acquisition-story-how-hector-saldivar-grew-tia-lupita-foods-from-a-family-re) (The Startup CPG Podcast)
- [From Hand Sanitizer to Tomato Sauce - How Sauz Went From 10 Doors to 3,500 in a Year](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-29-from-hand-sanitizer-to-tomato-sauce-how-sauz-went-from-10-doors-to-3-500-in-a-ye) (The Startup CPG Podcast)
- [Founder Feature: Maria Covarrubias of Cien Chiles](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-21-founder-feature-maria-covarrubias-of-cien-chiles) (The Startup CPG Podcast)
- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)

## Citing this page

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