21 Seeds

“We didn't even keep their money for very long because the four million dollars we raised, they, we only had that money for like a year and a half, you know?”

“We launched with Park Street. Park Street is a distributor that, you know, checks the box on the three-tier system. They are the ones who are delivering the booze to the customer, writing, you know, doing all of that. They just don't have a sales force.”

“Making yourself, you know, in every step of the way, kind of seem bigger than you are so that you can make the money go further, you know. And that is so hugely important and I think played a huge role in why things happen so quickly for us.”

“So initially, the three of us each put in the money to just, and it was I want to say, a 100,000 dollars. We put in the 100,000 dollars for the year of 2018 to just see if we could actually bring this, you know, make this product, do the development of the act…”

“People don't, they think that it just happens and that's the end of it. You have to push all of that out to all of the people.”

“Like, we got on shelf in April of 2019 and we closed the deal with Diageo March of 2022.”

“For 2020, we actually were profitable because it was you know, you didn't have to spend as much money on things like flying to distributors and opening a market.”

“We were now on the leaderboard, like suddenly this little brand, 21 seeds is now suddenly the leader in flavored tequila and it's actually growing serious share.”

“Prior to 21 Seeds, really, women would bring wine and beer, buy that for the house, and they weren't in the business of really buying hard alcohol for the house, and we really changed that behavior.”

“Cause at that time in the world of tequila, there were shots. So like, and then there was like sipping tequila, right? And the sipping tequila was really being marketed like scotches and whiskeys to a male consumer. And there was nobody talking about, you know…”

“I mean, I think we had only put in, at this point, a 100,000 dollars, so it was like almost, I would say almost half our budget was going to this.”