Here are four of the most common pitfalls (and practical ways to sidestep them).
Launching a tequila, mezcal, rum, or whiskey brand has never been more appealing. The global market for agave and craft spirits is booming, and new founders enter the industry every month with bold ideas.
But after working closely with dozens of entrepreneurs in the space, I’ve noticed some recurring mistakes that can derail even the most promising projects. The good news? They’re avoidable, if you know what to watch out for.
1. Building a Brand as a Personal Mirror
It’s natural to want your brand to reflect who you are. After all, passion and personality are part of what makes craft spirits exciting. But when every design, story, and flavor decision is driven only by the founder’s taste, the result often struggles to resonate with consumers.
Why it matters: A spirit brand isn’t just for its creator — it’s for the people who will buy it, share it, and return to it.
Pro Tip: Use your vision as a starting point, but validate it with consumer insights, bartender feedback, and cultural context. Strong brands balance authenticity with market connection.
2. Chasing Perfection Before Launch
I’ve seen countless launches delayed because the team was fixated on tiny details: the exact Pantone of the cork, the thickness of the glass, or the level of gloss on the label.
Yes, design matters. But perfection is often the enemy of progress.
Truth: Consumers won’t notice 80% of the microscopic details founders obsess over. What they do notice? Whether the product is on the shelf — and whether they can enjoy it with friends.
Pro Tip: Launch with excellence, not perfection. You can always refine packaging, collateral, or marketing later. Getting to market early creates real-world feedback loops that no mood board can replace.
3. Assuming the Product Will Sell Itself
A great-tasting spirit is the foundation of every successful brand — but it’s not the full business plan. Far too many founders believe liquid quality alone will drive distribution, shelf space, and repeat orders.
Reality check: Without a route-to-market strategy, even the best tequila or mezcal will gather dust in the warehouse.
What you need instead:
A clear distribution strategy (domestic and international).
A realistic marketing budget to support launches and activations.
Sales resources who understand both on-trade and off-trade.
A roadmap for scaling from boutique placements to broader coverage.
Pro Tip: Early Instagram buzz is nice, but it won’t sustain reorder volumes. Plan for growth from day one.
4. Trying to Copy Successful Brands
It’s tempting to replicate what’s working for industry giants like Casamigos, Clase Azul, or Don Julio 1942. But copying their look, pricing, or positioning rarely ends well.
Why? Consumers see through replicas. Instead of being “the next Casamigos,” you risk being perceived as “the cheaper version.”
Pro Tip: Inspiration is fine. Copying isn’t. Define your own “reason to exist.” Maybe it’s a unique corn varietal in whiskey, a desert terroir for sotol, or an innovative sustainability angle. Your differentiation is your competitive edge.
Strong spirits brands don’t come from perfection. They come from clarity, consistency, and the courage to do something different.
If you’re planning to launch a tequila, mezcal, rum, or whiskey brand, avoid these common mistakes — and focus on building a product that not only excites you, but truly connects with your market.
