Many food and beverage brands struggle to stand out in the rapidly expanding tequila market. As consumer preferences evolve, brands often rely on outdated anecdotes and fail to understand the real drivers of purchasing behavior. How can tequila brands leverage authentic consumer insights to build loyalty and grow in such a crowded space?

Jay Baer, the world’s number two tequila content creator, offers actionable insights for brands aiming to connect with today’s tequila seekers. He emphasizes social media as the dominant discovery channel for consumers and highlights the growing demand for additive-free, sustainable, and authentically produced tequilas. He advises brands to invest in storytelling, build direct relationships with their audience, and focus on distribution strategies beyond traditional retail. Jay also encourages tequila brands to collaborate and share resources to grow the craft tequila category.

On this episode of the Firebelly Social Show, Duncan Alney interviews Jay Baer, Co-founder of Slingshot, about the evolving craft tequila landscape. Jay explains how tequila seekers discover brands, what they value most, and the critical role of peer collaboration. He also shares insights on price sensitivity, the power of social media, and the importance of storytelling in building a memorable tequila brand.

Here’s a glimpse of what you’ll learn: 

• [2:44] Jay Baer discusses his journey from digital marketing to becoming a tequila content creator
• [5:05] How most tequila brands rely on anecdotal insights instead of real data
• [7:48] Tequila’s rapid growth since 2020 and the rise of new, more educated consumer groups
• [10:42] Why tequila seekers prioritize additive-free and traditionally crafted tequila 
• [16:50] How pricing and tariffs influence purchasing decisions among tequila enthusiasts
• [18:52] Jay explains the importance of e-commerce in reaching tequila seekers in underserved markets
• [22:13] Social media’s dominant influence on tequila seekers’ discovery and purchase decisions
• [26:35] The evolution of Total Wine’s tequila program and growing craft tequila education
• [30:21] How Slingshot helps craft tequila brands collaborate and grow

About Jay Baer:

Jay Baer is the Co-founder of Slingshot, a network of craft tequila brands dedicated to authenticity, quality, and culture. He is a renowned business growth and customer experience strategist, celebrated for his dynamic keynote speeches and best-selling marketing books. A seventh-generation entrepreneur, Jay has built five multimillion-dollar companies and advised over 700 brands, including Caterpillar, Nike, 3M, Oracle, and adidas. He also hosts The Spirit Guides, a show that delves into the stories of prominent spirit creators. 

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Jay Baer on LinkedIn | Website
• Flavor Studio
• Tequila Jay Baer

Quotable Moments:

• “I always wanted to build a relationship with the audience that wasn’t dictated solely by Instagram.”
• “What you should strive for is that when people see the piece of content, they know.”
• “Your responsibility as a leader and a founder is to set the emotional direction for the organization.”
• “They spend a lot of time thinking about additive-free, which is a big criteria for tequila.”
• “If you increase the price ten dollars, half of them are like, nope, I’d switch.”

Action Steps: 

1. Leverage social media for brand discovery: Social media is the primary way tequila seekers find new products, making Instagram and similar platforms essential for increasing visibility.
2. Focus on additive-free, authentic production: Tequila seekers overwhelmingly prioritize additive-free spirits, so meeting this expectation builds long-term trust and loyalty.
3. Invest in storytelling with a unique brand hook: A memorable story or distinct brand identity is critical for standing out in the crowded tequila marketplace.
4. Expand e-commerce availability for niche markets: Tequila seekers often rely on online purchasing, especially in regions where craft tequilas are not widely available.
5. Collaborate with industry peers to grow the category: Peer groups and alliances help smaller tequila brands share resources, solve problems, and collectively expand their market reach.