Put the salt and lime away: meet the startup altering how Brits drink tequila 

Turning your provide chain into your corporation household

Moreover a smoother style, the Javeeds needed their tequila to be totally different due to the transparency of their provide chain and their work tradition.

“I went to this one distillery that had hundreds of thousands of kilos of funding, and [the agave] simply went via these machines,” explains Sukhvinder. “On the finish of it, you had a tequila and half the agave was binned – that wasn’t for me, I actually assume that transparency and constructing a relationship will construct your model up.”

Sukhvinder and Imran, opposite to different foreign-owned and movie star tequila manufacturers, needed to be near their provide chain, quite than counting on industrial sized operations.

The repertoire of celebrity-owned tequilas is in depth. Supermodel and actuality TV star Kendall Jenner launched 818 Tequila, produced in Jalisco and the model has over 245,000 followers on Instagram.

Dwayne ‘The Rock’ Johnson additionally launched Teremana Tequila, utilizing agave from the Jalisco Highlands. The tequila surpassed a million case gross sales earlier this 12 months in April, three years after its launch.

Different celebrities who’ve additionally delved within the tequila making enterprise embrace George Clooney, Justin Timberlake, Nick Jonas and Michael Jordan. Movie star-made tequila is changing into ubiquitous, making it more durable to launch a product that stands out from the remainder.

To carve its place within the tequila market, the Javeeds selected to deal with authenticity and staying near their provide chain by nurturing a extra private relationship.

“I believe the fantastic thing about startups is studying that when you stick with somebody, you begin constructing belief and an understanding, after which they begin serving to you and also you begin serving to them,” shares Sukhvinder.

“After I checked out turnkey operations, I didn’t need to simply be one other quantity, I didn’t simply need to be one other tequila that had cash to throw out – I would like the world to see that although there’s 1000’s of tequilas on the market, you received’t have a tequila expertise like this,” she stresses.

In Sukhvinder’s eyes, celebrities aren’t essentially getting their tequila improper. The issue is that they lack authenticity.

“There’s no actual authenticity as a result of they cope with so many different manufacturers, so you possibly can have a star they usually’ve bought ten different manufacturers to endorse that you simply by no means actually really feel like they’re true to at least one,” she argues.

In between sharing her experiences with tequila Anejos and Blancos alike, Sukhvinder shares with a smile that she’s discovered a second household in Jalisco. The couple travels to the Latin American nation at the very least every year to fulfill with the household of distillers and catch up over some prime quality tequila (that’s sipped, in fact).