With the increasing number of Tequila brands hitting the U.S. market, some Tequileras now represent dozens of brands made at the same facility. This can make it challenging to establish an authentic brand story for newcomers.

In this talk, Neil Grosscup, CEO of Tanteo Tequila, shares why brands must express to their consumers that they are authentically tied to the production of their product. Grosscup discusses how the Tanteo story is defined and shared through the production process and supply chain.

“Your sales reps, your marketing team, they should know the names of the people that work at your distillery,” advises Grosscup. “That should be part of the story. We try to do that a lot at Tanteo to humanize all the people in the production process.”