Digital Social Hour Podcast Summary
Episode Overview
Episode: #1568
Title: Robert Laird: How One Startup Took Over a $19B Tequila Industry
Host: Sean Kelly
Guest: Robert Laird
Released: October 13, 2025
In this engaging episode of Digital Social Hour, Sean Kelly speaks with Robert Laird, founder of a disruptive new tequila brand, about his rapid ascent in the $19-billion tequila market. Through candid stories and practical business wisdom, Robert unpacks how he leveraged deep industry research, authentic production methods, and high-profile partnerships to carve out success in a crowded, competitive space. The conversation covers challenges of launching a spirits startup, the importance of real quality, and the strategies Robert used to build legitimacy, all while highlighting the story of his partnership with master distiller Pedro Partida.
Key Discussion Points & Insights
1. What Makes Great Tequila & The State of The Industry (00:00–08:00)
- Authenticity & Production:
- Robert emphasizes the craft and heritage behind his tequila, noting that his team grows their own agave and uses open-air, artisan production methods.
- "No hangover, because we don't use any diffusers. We use open air. It’s really artisan approached. And more importantly, we grow the agave ourselves." — Robert (01:19)
- Contrasts his product with mass-produced brands that cut corners for profit, leading to recent lawsuits (01:54).
- Robert emphasizes the craft and heritage behind his tequila, noting that his team grows their own agave and uses open-air, artisan production methods.
- Health Aspects:
- Robert highlights agave's unique health benefits: "The agave plant itself is almost like a superfood... It’s the one spirit you can enjoy. We actually digest agave like a vegetable." (02:50)
- Celebrity Brands vs. True Quality:
- Host and guest discuss how celebrity-branded tequilas often underperform on quality:
- "They're ranked in the bottom third of distilleries... literally, it's like, almost comical." — Robert (15:48)
- Host and guest discuss how celebrity-branded tequilas often underperform on quality:
2. Building the Business & Launch Strategy (04:02–11:00)
- Strategic Market Launch:
- Chose San Diego for launch due to its sophisticated hospitality market and strong partnerships (04:03).
- Key Partnerships:
- Early wins included hospitality giants, San Diego FC (MLS), and Power Slap.
- "Not easy getting into the space. Very competitive, a lot of money... To create some legitimacy behind the brand... we got in with the MLS team of San Diego." — Robert (05:18)
- Notably, the brand became the official tequila of Snapdragon Stadium in San Diego, taking over all bar placements (06:10).
- Early wins included hospitality giants, San Diego FC (MLS), and Power Slap.
- Impact of High Profile Connections:
- Built a strong founding team, including former executives from Walmart and Fever Tree, contributing significant experience and credibility (08:00).
3. Origin Story: Discovery and Collaboration (09:11–14:53)
- How Robert Met Pedro:
- The meeting was serendipitous at a construction job site in California. The tequila came from Pedro, a drywall contractor whose family runs a respected distillery in Tequila, Jalisco, Mexico.
- "My general contractor tells me, 'Hey, you gotta try this tequila. It's the best I've ever had.' ... 'Pedro's doing the drywall. And he, he made this.'" — Robert (10:29)
- The meeting was serendipitous at a construction job site in California. The tequila came from Pedro, a drywall contractor whose family runs a respected distillery in Tequila, Jalisco, Mexico.
- Bringing Heritage to the Forefront:
- Pedro’s family has four generations in tequila-making; master distiller Albert Partida studied wine and cognac-making in France, influencing unique barrel aging techniques (14:53).
- "Albert Partida actually produces diocesol. He’s our master distiller... Studied abroad in France on how to produce cognac and wine, which is the reason why ours comes off so incredibly smooth." — Robert (14:53)
- Pedro’s family has four generations in tequila-making; master distiller Albert Partida studied wine and cognac-making in France, influencing unique barrel aging techniques (14:53).
4. Product Characteristics & Innovation (15:09–21:20)
- Barrel Aging:
- Uses Napa wine barrels and Kentucky bourbon barrels for nuanced flavors in different tequila varieties (15:01, 20:03).
- Plata: Aged three weeks in Chardonnay barrel for full body.
- Reposado: Nine months in Napa Cabernet barrel.
- Añejo: Two years in Cabernet and bourbon barrels for depth and smoothness.
- Extra Añejo: Five years, heavy on bourbon barrel influence for complexity (20:50).
- Quality of Agave:
- Uses mature seven-year-old agave (20:50):
- "Seven years, not three year four. Which is what most of our, the big wigs do."
- Uses mature seven-year-old agave (20:50):
5. Sales, Distribution & Scaling Challenges (17:00–22:43)
- Distribution Hurdles:
- Navigating alcohol distribution system is "the game": "Distribution is the whole game in alcohol. Right?" — Sean (17:40)
- Robert notes recent upheavals with big distributors (R&DC in CA), underlying the complexity of scaling (17:42–18:00).
- Hospitality Approach:
- Focus on old-school hospitality and supporting customer partners sets them apart:
- "We're bringing just rudimentary hospitality back to hospitality... How do we help our customers take care of their customers?" — Robert (18:58)
- Focus on old-school hospitality and supporting customer partners sets them apart:
- Current Markets & Future Moves:
- Available online in all 50 states and distributed in CA, NV, TX, and the Southeast.
- Partnerships with top hospitality groups (SBE, Tao); entering new sports venues, including Petco Park and the Warriors (21:54).
Notable Quotes & Memorable Moments
- On What Sets Them Apart:
"We maintain the age of that agave when we actually harvest it." — Robert (01:19) - On Industry Insight:
"If you're going to start any business... you better figure out how to become an expert in that space." — Robert (01:58) - Tequila as a Superfood:
"The agave plant itself is almost like a superfood... It's the one spirit you can enjoy." — Robert (02:50) - On Overcoming Skepticism:
"Everyone that owns a liquor company thinks they have the best tasting. So, of course, when we first met, I was skeptical, of course... and then at Power Slap, you were giving out samples, I was like, damn, that was fire." — Sean (01:07) - Origin Story
"Pedro's doing the drywall. And he, he made this. You gotta be kidding me. I gotta meet him." — Robert (10:29) - Product Pricing:
"We're priced right at most of our competitors, you know, 50 to 60 bucks... and the quality is way better." — Robert (21:33) - Vision for the Future:
"We're coming in. We'll be the official Tequila. The Padres come in August 1st... and then we'll be adding the Warriors here as well." — Robert (22:44)
Timestamps for Key Segments
- 00:00–01:19: The ethos of great tequila & artisan production
- 03:30–04:55: Health and hangovers — why agave matters
- 04:03–07:38: Strategic launch & early partnerships
- 09:11–14:53: Discovery of Pedro and the brand’s origin story
- 14:53–15:01: The science of flavor: barrels and master distiller
- 17:40–18:58: Distribution challenges and business model
- 20:03–21:19: Overview of product line-up and unique aging process
- 21:33–22:44: Market expansion, price point, and sports partnerships
Final Notes
This episode offers a behind-the-scenes look at launching a craft tequila in a market dominated by corporations and celebrity brands. Robert Laird’s candid, detail-rich anecdotes provide actionable insights on product differentiation, authentic story-telling, and leveraging expertise from diverse industries. Listeners come away with not just an appreciation for premium tequila, but also for the grit and vision needed to disrupt an established global industry.