By Eric Brass, co-founder of Tequila Tromba
Canadians have a long and storied history with alcohol, from bootlegging during prohibition to developing homegrown wines and liquors. One relatively untapped spirit in Canada is tequila. Distilled with the heart of the agave plant, this liquor has seen a sharp rise in popularity below the border in recent years. It’s time that the boom made it to Canada by entering the market, which involves navigating liquor enterprises, overcoming challenges, and expertly demonstrating the value of good-quality spirits. Tequila is one of the only growing spirit categories now in Canada!
Building a unique liquor brand is a challenging and complex endeavour, especially in a highly competitive industry. However, as we learned while building Tequila Tromba, there are plenty of ways for tequila entrepreneurs to stand out. For aspiring liquor entrepreneurs, it’s essential to implement these strategies to achieve success.
Authenticity and storytelling
One way to build a unique brand is to humanize it to connect better with the audience. Since 1974, when the Mexican government took ownership of the term “tequila” to ensure its quality and promote its history, tequila has been produced exclusively in Mexico or certified by a private organization.
Capitalizing on this storytelling element as a brand makes its tequila shine by highlighting Mexican heritage with a traditional tequila-making process. Founders can showcase how they work to promote Mexico’s cultural history while creating a unique product, thus leveraging existing information and their approach.
Strategic partnerships and on-premise presence
It’s hard to build brand loyalty without a strong following. Tequila entrepreneurs need to consider where and how they would like their products to be carried and presented. Partnering with franchise restaurants, eatertainment locations, or live event sponsors may seem difficult for a fledgling brand, but it’s worth the time and effort. After all, everyone has to start somewhere.
Expanding across countries
Societal and economic changes in recent years have made selling spirits across borders more complex. Being independent often means finding a prominent distributor to help expand the brand, which makes shipping to countries like Canada much more manageable.
Overcoming the challenges of liquor entrepreneurship in Canada
Expanding a business in an industry as complex as alcohol presents many challenges. Leading a successful tequila business requires overcoming several unique obstacles:
Breaking into a regulated industry
Brands must consider many elements, as each country has different rules and regulations regarding liquor consumption and distribution.
For one, when expanding the country’s liquor laws, it is crucial to learn the rules for advertising and promoting spirits to balance appeal to consumers with following federal guidelines. For example, in Canada, broadcast advertising for alcohol is very different than in the U.S., and several rules must be followed.
Certain provinces across the country, such as Ontario and Quebec, have designated liquor stores (LCBO and SAQ). Other provinces govern the sale of alcohol similarly yet differently, meaning you’ll need to comply with various regulatory bodies to see branded products on shelves.
Educating the market
Addressing common misconceptions about tequila can significantly enhance its brand image. In Canada, tequila is often seen as a party drink, overshadowing its true identity as a premium, artisanal spirit. Businesses can shift this narrative by partnering with bars and mixologists, turning them into brand ambassadors who showcase tequila’s craftsmanship and versatility. By sharing the rich history of tequila’s origins, production methods, and cultural significance, brands can educate consumers and elevate tequila’s status. This storytelling approach not only builds awareness but also drives demand, positioning tequila as a sophisticated choice for various occasions.
Advice for aspiring liquor entrepreneurs
Launching a Mexican tequila brand in Canada involves overcoming a few challenges, including understanding the unique market and its rules and regulations, building a strong brand identity to educate consumers, and leveraging partnerships.
A founder’s resilience
Launching a successful business requires determination and adaptability. Being rejected or adapting to something as significant as a global pandemic can lead to failure. However, tackling these obstacles, despite being in uncomfortable or stressful situations, leads to growth. It’s possible to build a successful tequila brand with authentic storytelling to connect with consumers. Taking the same enthusiasm to the next customer after being told ‘no’ numerous times is a major key to success.
For aspiring liquor entrepreneurs, following these steps will set you on a path to achieving success.
A true entrepreneurial story – Eric Brass co-founded Tequila Tromba with a backpack and $10,000, going bar by bar and bottle by bottle and built Tromba into one of the fastest-growing premium Tequilas in North America. Tromba is the #1 independent Tequila brand in Canada, #1 in Australia and one of the fastest growing in the US.
