The Trailblazers Experience Podcast

EP74 Susana CEO and Founder A Sip of Authenticity: The Mezcal Journey

• Ntola • Season 5 • Episode 74

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A captivating journey through the world of mezcal with Susana, founder of Mezcal Arena, reveals how this traditional spirit is gaining momentum among enthusiasts. Through Susana’s personal stories and insights, we learn about mezcal's production, cultural significance, and the challenges faced in bringing an artisanal spirit to market.

• Introduction of the podcast and Susana's background 
• Discussion about the rise of mezcal and its unique qualities 
• Insights into the painstaking traditional production process 
• Community involvement and sustainability in mezcal production 
• Challenges faced from regulations and market entry 
• Trailblazer tips for aspiring entrepreneurs 

 Chapters
00:00 Intro
01:25 The Journey into Mezcal
10:39 The Artisanal Process of Mezcal Production
16:28 Women in Mezcal: Roles and Contributions
17:18 Challenges in Bringing Mezcal to Market
23:36 Navigating Challenges in Business
25:57 The Rise of Artisanal Spirits
28:36 Sustainability and Conscious Consumerism
30:18 Engaging Consumers Through Experience
32:34 Personal Growth and Leadership Lessons
34:36 Connecting with the Next Generation
36:56 Innovating for a Younger Audience
40:01 Trailblazer Tips for Entrepreneurs
44:42 Outro

Follow Susanna
Shop http://www.mezcalreina.com/ 
Instagram  @sfranyutti  @mezcalreina
Linkedin   https://www.linkedin.com/in/susana-franyutti
Watch https://youtu.be/CoL3l9IdVEs 




Listen : to the audio version Apple Spotify .Amazon Music Google Podcasts
Watch and subscribe to my YouTube Channel https://www.youtube.com/@Thetrailblazersexperience
Follow Instagram : https://www.instagram.com/thetrailblazersexperience/

The Trailblazers Experience:

Welcome to another episode of the Trailblazers Experience podcast. We're on season five, I believe, which is great where we delve into inspiring stories of innovators, visionaries, shaping their industries and really just tearing their career journeys. We have Susana, who is here the founder of Mezcal Arena, a brand that not only offers exceptional mezcal but also tells a profound story. We talk about heritage, tradition, empowerment and really looking forward to Susana really bringing the authentic flavors from Mexico to the world and just telling the story about how she even came to become an entrepreneur and start this business. So welcome, susanna, to the podcast.

Susana:

Well, thank you for having me. It's very exciting to be here and to be able to give a little bit of this knowledge to the world. I think there's still a lot to be known about mezcal. I think there's still a lot of confusion between tequila mezcal, what we should be drinking, what the differences are between them, and so for me, this is a lovely opportunity to be able to explain a little bit more about the processes and the differences that there are in all the agave spirits.

The Trailblazers Experience:

So let's take it all the way back, susanna. I mean share with me your personal connection, first of all, to mezcal, on Oksana and how you even decided to create mezcal and how did your journey begin, because there's always a backstory.

Susana:

So basically, we did not grow up drinking mezcal. Mezcal really was more thought of as a peasant drink and I guess it's because we didn't really understand the culture and the heritage behind it and also because tequila was a lot more popular. And I think mezcal has a very particular flavor. Because of the process that it has, it has a very smoky flavor to it and tequila is just much easier to drink. So we grew up drinking tequila, not mezcal. When I moved to I'm Mexican, by the way, so that helps a lot.

The Trailblazers Experience:

Yeah, it does so the way the French drink wine. You know, tequila is something that you just grow up with.

Susana:

Yeah, exactly so. I grew up in Mexico. I was there until I was about I don't know 24, when I moved to the UK and then moved to the UK. Every time I went back to Mexico suddenly everybody was telling me like have you been to a mezcaleria? And I'm like, what's a mezcaleria? I mean, the only idea that we ever had about mezcal was this drink that had the worm in it. You know, bit breaking bad yeah. And so the worm and you eat the worm and blah, blah, blah. So we know we never drink mezcal. And I was like why would I be drinking mezcal? No, no, no, there's a whole thing about mezcal and you should really get to know it. So a friend of mine took me to a mezcalería and we tried the most amazing, gorgeous elixirs that I can tell you were just fantastic. Like this is nothing like tequila, this isn't anything like I've ever even had before.

Susana:

And also, taking into consideration that I had worked with whiskeys in the past I worked alongside what was back then called Allied Domecq, which is now part of Pernod Ricard. I worked with Valentine's Whiskey, doing PR and marketing, and I say that because there is some parallel in a way. The peatiness of whiskey is very close to that smokiness that you might get from the mezcal, and so whiskey was never my thing. Even though I was promoting it and I really loved the whole idea of doing Valentine's whiskey parties and experiential marketing, it wasn't really my cup of tea. So when I started drinking mezcal, I'm like wow, this is actually a great drink because there is so much variety in it. You have 36 plants that you can use to be able to make mezcal and there are eight different states in Mexico that are allowed to do mezcal, because it's a denomination of origin drink. Obviously it's very regulated so it can only be made in certain states with certain endemic plants of those states. So the flavors, everything was just amazing.

Susana:

Came back to the UK, I started talking about it with my partner, founder Monica, and we said why don't we just make a mezcal? You know it's such a good product, it's such a good product. We had a friend who was actually the chairman of the regulator of mezcal back then and we went down to Oaxaca, we went to have a chat with him and he said look, we want to bring the best mezcal to the UK. You know, we want people to actually experience what a good mezcal is what it tastes like. That it's not. You know, slam it gasoline tasting really harsh drink that's going to make you feel dreadful the next day. A really good mezcal is so clean. You do not get a hangover and I can vouch for that.

The Trailblazers Experience:

I was saying this to someone actually about the smoothness of the drink. That's what resonates with me.

Susana:

Yeah, and obviously it depends on the plant, it depends on the process and it depends on the amount of alcohol that you put or that you have. And it's funny because some plants don't like to be diluted and some plants are really easygoing. So one of our products, for example, a 22-year-old mezcal, is foolproof because as soon as we tried to dilute it, even a little bit, the flavor just completely went off. And even though it's 53% alcohol, you cannot believe how smooth it is. It is such a beautiful drink because it's really rich. It's got a lot of oils, a lot of sugar, so it's quite sweet, but not the sweetness of additive sugar. You know what I mean. It's like this is coming from the plant itself. So it's a rich, flavorful, aromatic sugar. That's in it. It's just beautiful.

Susana:

So we went to talk to our friend and he said look, there are 628 distilleries. In my opinion there are three that are top, top, top, top top. So he gave us these three to try. Both Monique and I said the same one and he said that's the one I would have chosen if I were to make a premium drink. It is gorgeous.

Susana:

So our very first mezcal was from a plant called Tobala, which is endemic to a place called Sola de Vega in Oaxaca, and it grows wild there.

Susana:

So we were only making from wild agave, small batches, and in an ancestral manner, which means absolutely no electricity.

Susana:

No industrial processes are allowed anywhere near the distillery, which is, in Spanish, called the palenque.

Susana:

So they go up to the mountains with a donkey to gather these humongous plants, which can weigh up to one ton, and they bring them down the hill. So that process can take weeks, just to gather enough to be able to cook, just to gather enough to be able to cook. Then they dig a hole in the ground, they burn that hole, they heat it up with rocks and wood and after a few days that that's really, really hot they put what's called the heart or the pineapple of the agave inside. So they take away all the leaves and they just put these beautiful round things in there, cover it up and leave it cooking for a few days, three, four days, and the master distiller just touches the ground and he's like not ready yet, not ready yet. And then suddenly he's like, yep, it's time to dig them out, digs them out and then, in a channel with a mallet, they bash it all by hand. And taking into consideration these are probably I don't know, a hundred plants that were originally one ton.

Susana:

Can you imagine the amount of work? So again, weeks to get that done. And then the fibers are set aside. And then the fibers are set aside. They put all the liquid in vats and the fibers are put on top to create, like this, layer that is protective but also is what starts the fermentation process. So no accelerants, nothing, no additives, no chemicals. It is completely done with the fiber of the plant. So then it starts fermenting.

Susana:

And what's really beautiful is that some palenques still have this tradition where they sing to the vats, because they say that the vibration of the music is what is going to start helping create that fermentation process. And if you think about it, probably it does make sense, right? The vibration is creating more life and it's creating more bacteria. And that, you think about it, probably it does make sense, right? The vibration is creating more life and it's creating more bacteria. And that's what's helping, you know, this liquid get fermented.

Susana:

And that is mainly the women, right? So in this particular case, it's a family in our distillery. So the maestro mezcalero, he's the one that decides when everything is going to get done, but then it's the wife that sings to the that sings to the, to the vat sings to what we call the caldo, which is like the broth, and then, once it's like bubbling and they're ready for it, the maestro mescalero says we're done, it takes probably about a month, and then it gets distilled. Now again, like I said, we're not allowed to use anything that has any industrial processes. So even the stills are handmade in clay, so we don't use copper stills.

The Trailblazers Experience:

That's so interesting. I mean just even you describing the whole process. It is very artisanal, and I'm just thinking back of you telling the story of A just saying this is something that you and your co-founder wanted to do. But how do you then scale and say, right, we're now turning this into a business Because the process to produce this product is just amazing, and then selling it you know, particularly here in the UK or in Europe it's phenomenal because the process is an important part of it, which is what makes the product very premium. But then how do you say, right, we're now turning this into a business that we can scale.

Susana:

Yeah, exactly Great point. So what happens is this is just one distillery, right? Exactly Great point. So what happens is this is just one distillery, right, and like I said just in Oaxaca there are 628 distillers. So hence we say that we are curators of the best mezcal. So we are small batch mezcal. So let's say, we'll create a thousand of this and maybe we won't be able to make it again. But so we're constantly talking to different distilleries and they can produce more. And the other thing is the communities come together, right. So let's say that our master distiller, he's like okay, I don't have enough to create the 10,000 that they need this year. So he talks to the community, he talks to the distillery next to him and he helps them with the process to make sure that it's the exact same process, and they're very happy to work together and collaborate because obviously this is giving them work and it's their livelihood.

Susana:

Another distillery that we work with, which is amazing, also helps the community with this whole sustainability part. That is really important, because we don't want to deplete the plant and, of course, we started using wild agave, but now we have to start using farmed agave, because the wild agave is obviously finishing. Oh, the farm agave. It's not genetically modified. There isn't anything in it that's not natural per se, it's just we give it a little nudge. So we have a biologist that is working in one of our distilleries who's basically created this germination process, where he takes the seeds of the agave plant and he has a 92% success rate of germination of the seeds. So then they take care of them and then they farm some of them and some of them they put back into the wild to make sure that we still have wild agave.

Susana:

And everybody knows that you don't touch the agave until it's ready to be harvested, because a lot of these plants I mean the smallest one takes five, six, seven years. And then we've got one that takes 35 years. You know you cannot cut it and that's another thing that I try to compare to whiskey. So you know a 35-year-old whiskey in a barrel and that's how you get the flavor. Well, the way we get the flavor is by the plant growing and growing and growing, and you can't cut it until it's ready and it's mature and it's got all these flavors inside of it and that's what you're going to get. So it's this natural barreling, if you want to call it. You know this maturity that gives it so much flavor.

The Trailblazers Experience:

I mean I can feel the passion about the production and your passion about the product and the whole process of making this premium product. You talked about how it's all about heritage and community and we know women play a very important part of the community. Talk to me about the role of potentially women in the production in the industry. Is it still very male dominated, as many other industries are, or do they play a part in that community space? So I think it is still very male dominated, as many other industries are, or do they play a part in that community space?

Susana:

So I think it is still very male dominated. But there are a lot of very well known women master distillers, and I think there are more and more every day. But I think what we forget sometimes is that the master distiller, he gets like the, he kind of gets the glory. The master distiller, he gets the glory. But behind every great man there's a great woman. Behind every great master distiller there are these amazing women that are the ones that are actually doing the distillation process. So they're the ones that are sitting there making sure that it all gets distilled. Or, for example, women are the ones that are doing all the administration processes.

Susana:

So everything that has to do with buying, selling, negotiating. I do it all with women and it's really funny because you know they're the ones that have the children, take them to school, homeschool the children, sometimes because they live in very remote communities. So, yeah, they're the ones that actually know the math, that understand, and I know it sounds silly, but you have to remember these are people that they're in the middle of nowhere, right? So if I talk to my master distiller about numbers, sometimes he's like no, no, talk to my daughter. I have no idea, I don't even want to get into it and she is super bright and she is a shark, I mean, she's really hard to negotiate with and I love that. And I think this part is a little bit kind of left to the side. Yet if it weren't for all of that, they wouldn't be growing as much as they're growing. Do you know what I mean? Like, yeah, yeah.

Susana:

These are the women that are out there, networking, selling, getting it done. Also, the other part of it is what I was going to go to next is so that the soil doesn't get depleted. So now that we're farming right, we're farming the mezcal, I mean, we're farming the agave plants. Like everything else, like with grapes, you have to rotate the soil right, otherwise the soil gets depleted, and so then the plant doesn't have enough nutrients. And so teaching the communities and mostly to women, food staples that are going to help nourish the soil. So let's say, you grow agave, you harvest it, then the next stage, you have to grow corn, you harvest it, then the next stage, you have to grow corn, you harvest it, then the next stage you have to grow beans, you harvest it, and then the next stage you have to grow squash and harvest it, and then you start again.

Susana:

So there's a lot of rotation going on yeah there's a lot of rotation going on and this is a lot down to the women right. So there's rotation of crops and getting everything ready, which is just amazing and just in general, I think you know, women being there.

The Trailblazers Experience:

they always have been, and it feels like there's sort of a sustainability element as well in terms of you know, I feel like environmental responsibility is crucial today and everything you've described in terms of how the farming, the production, the rotation, the sourcing of the agave is really important and I feel it also contributes to the story as well of the brand. You know why it's so unique, why it's so special. Talk to me about the challenges that you've faced. You've nailed the fact that you are bringing a premium product into the landscape, the fact in terms of the storytelling and the community element and the people who are involved in Mexico, and the fact that there are a few distilleries, all controlled, because it's a controlled industry as well. What challenges have you faced bringing the product to market?

Susana:

Do you want me to start? I mean, I won't name them all, but there are so many. In the first place, it's alcohol, so let's just start with that. Bringing alcohol anywhere into the world is a challenge because it's very regulated. Then, of course, this is something that everybody's going to talk about, has talked about, and we're probably all sick of it. You know, our first batch was supposed to come 2019, 2020. And guess what happened then? Covid. So we got circle two years without being able to move anything, because these communities were so terrified they didn't understand what COVID was and they just knew that it was like doomsday. They closed off every road. So for two years good thing is, we still produced and we still produced and we paid the distilleries we didn't get any of our product, so we didn't launch. Actually until 2021, at the very end of it, when there was a gap, that we were able to do something.

The Trailblazers Experience:

And did you launch online online. So who was your first customer then?

Susana:

well, no, actually it was. It's a great story because, like I said, it was remember we had little windows where suddenly, okay, you can now meet at home with whoever you want, it doesn't be your bubble. We went all out and we had a house party of 250 people Love it. And we were like this is it. And because we couldn't have the product, we actually flew the product in on a plane. We were like we don't care, we're not missing this opportunity, we've had enough.

Susana:

And you can imagine people hadn't been going out for such a long time. This party lasted till six o'clock in the morning and I'll tell you what happened. The next day. We had people calling us saying okay, I'm buying three bottles of that, I'm not hungover, I feel great. I cannot believe what a fantastic party. We had the best time, best mezcal, amazing cocktails and I'm functioning, I am not hungover. I mean, people could not believe it. So we actually sold out of our first bath, like almost the very next day.

Susana:

I'm exaggerating, but it really was so incredible that people were like why didn't we know about this drink and why is it so good and so good for you? In a way, alcohol isn't good for you and I'm never going to say that it is, but out of all the alcohol that you can drink, this is of the cleanest alcohol that you can actually drink. There's even a study that helps your gut, obviously because of all the bacteria that is used in the creation of the fermentation, in the fermentation process. So, yeah, those were our first customers and it was all directly B2C, if you want to say it that way. It was just our friends and actually because it had only started more like a passion project, more like let's show the UK that there's this amazing product in Mexico that people don't know about. We're sick of tequila.

The Trailblazers Experience:

There's something here.

Susana:

This isn't just wow, this felt like a good thing to do. No, no, this is a real business. And then, yes, the challenge of scaling it, because, well, it was great to sell it to our friends, but it's a very expensive product. Our very first one was a very expensive product. It sells, it retails for £320. Now, if you take that to a bar and our very first customer was Annabelle's, by the way they're selling it for 50 pounds a shot. Okay, great, but not everybody that goes to Annabelle's or actually hardly anyone that goes to Annabelle's knew about it. So it was just sitting on a shelf gathering dust, which wasn't great. I mean, I'm exaggerating because I think in two years we've sold six bottles there. I mean, it's not very much, but it is something for a 50 pound shot you know drink?

The Trailblazers Experience:

Yeah, there's an education piece, isn't it? So it's not just getting it into that space, but actually will the bar men actually serve it? How many people will order it? How famous is it? You know what's the marketing behind it. There's a lot that goes into it. If you can sell it, then the markups make sense. But was that the realization saying so, we've gotten into this space, but we're not shifting products?

Susana:

Exactly. So getting into spaces wasn't even that difficult Once we realized that. Which were the spaces to get into? But it's shifting the product, moving it, and then how many places really are going to sell a 50 pound shot? There aren't that many. It was enough for us because we were only making 500 bottles, but we thought, ok, if we want to make this a business, this isn't good enough.

Susana:

So that's when we decided to make another mezcal, which then became it retails at 90 pounds a bottle, which then became it retails at 90 pounds a bottle, and it's beautiful as well. The difference is that instead of using an 18 year old agave, it's a mix, so like a blend, just called an ensamble, and so the ensamble has 70 percent of a six to seven year old agave and then 30 percent of a 12 year old agave and then 30% of a 12 year old agave. So again, the flavor becomes very particular because you mix. So we do the base of the six to seven year old agave and then we keep changing 30% to all the other agaves that are much more expensive. So then this makes it much easier for us to be able to sell the product right and well. We made 600 of those and we sold out in four months because as soon as we gave it to the bars they were like now this we can sell. And that has just been going and going and going and going.

Susana:

So next, that takes us to the next challenge, which is now we're out of product and we need money. So in every step, you know, once you reach one milestone and you're super happy about it, you're like you start to get bigger problems. Now I need more staff, I need more money, I need more product, and it's a great problem to have. It means it's working, it means people love it, it means we really have done a good job with the branding, with the product. But you know you can't ride a machine if it's not oiled. You know we need those cogs to be oiled. So, yes, at the time being we're doing a fundraiser, which hopefully is doing well and to be able to bring new product, and that is our main challenge that we're facing at the moment. But you know it's getting there. It's getting there, you just have to keep plowing on.

The Trailblazers Experience:

Yeah, what do you think you know? It's interesting because a lot of the time when people say they want to start a business, they just ooh and ah, they keep on waiting, nothing happens. But it felt like you just decided look, we're going to do this, we're starting. And Product Market Fit was that party, the house party, where everyone came and said we love this product and you're getting it into the places where it needs to be. And then you quickly pivoted to say, right, we also need an entry level product so that we can actually shift and sell and drive volume. But what is your background? What do you think has helped you along the way in terms of making these decisions? Because there must be something in you, apart from the marketing and working in whiskey, there must be something in the background that is helping you make these decisions along the way.

Susana:

Personally, yeah, I'm a single mom and I put all my eggs in this basket and I raise my children completely on my own, so I have a very big driver. I can't let this fail for me or for my children and, to be fair, for my partner and for my investors. I am very much invested in making this work because I am appreciative of the people that have believed in me and I think it's very important to make sure that they know I'm giving it all my best.

The Trailblazers Experience:

I think that's the main reason why people invest. I think they're not just investing in the brand. They're investing in the people behind it. You know, how do you combat or deal with adversity? How do you deal with running out of supply? How do you change the branding? How do you keep on making decisions? How do you deal with running out of supply? How do you change the branding? How do you keep on making decisions? How do you work with your distilleries and the community? A lot of it. What I'm seeing is why people invest is really not just in the product and the brand, but it's the people behind it as well, and I was reading a recent article about there's been a surge really in artisanal and craft spirits. People are genuinely interested in not just buying the big brands. They actually want something special. And what do you think is driving this trend and how is Mezcal positioning itself within this movement, which I think is still ongoing?

Susana:

Yeah, I think there are two things. I think one. Yeah, I think there are two things. I think one. People finally understand that this is real luxury, you know, to have something that is from the earth, it's not industrialized, it's completely handmade. There's a lot of heart, you feel the heart and every sip is someone's sweat. You know, without that sounding kind of, but it is. There's so much hard work and I think people actually are starting to appreciate that and people are going back to you know you don't want your 5,000 pound bag to be made in a sweatshop somewhere. You know you want something to be really made by hand.

Susana:

And then the other thing is what I was saying before is the health aspect, because by not having any additives, by not having any sugar, by not having any chemicals, by not being a genetically modified plant, if you're going to drink something, drink clean. You know, like I said, I'm not saying that alcohol is healthy and I want to make that very clear. But if you're going to drink, it's a really good thing to have and also we promote it to be sipped, to enjoy it, to take your time and, of course, have fun with it. But in general it's such a delicious thing, and when you understand how much hard work has gone into it, you're not going to do this right.

Susana:

We were actually just nominated for the Positive Luxury Awards, for the Positive Luxury Drinks Awards. We love that. Yeah, we're in the finalists, so we're really happy about that. And it's precisely that, because the sustainability element as well is super important. We don't have a super ultra fancy bottle that is not recyclable. We don't have packaging that makes it look spectacular and I'm going to buy it because that looks so amazing. No, you've seen the bottle, but it's a very simple bottle. Where you can, we recommend you reuse it to put water in, to serve at the table or, you know, use it for other things.

The Trailblazers Experience:

I'm just going to show it to our audience who's listening, because I mean it's just amazing just to see. Um, it's a nice bottle to have in your house, I think in terms of the shape, isn't it? And you've done that on purpose, haven't you?

Susana:

Yes, we wanted to make it functional. I mean, we even use it as vases and it looks really pretty.

The Trailblazers Experience:

I love that. That's a really great idea as well. Yeah, yeah.

Susana:

So I think there's a lot behind really trying to understand that. We need to be very conscious and I think people are being very conscious about what they're putting in their bodies and also how it's affecting the environment. So for the time being, we locally source the bottles. They're made in Mexico, the labels are made in Mexico, we try everything to be done in Mexico and then that way we only have one shipment. We consolidate shipment and actually, like, another part of the business that we created was to have brands come in. So we're importers. So I actually got an importing license so that I could have other agave plants come into my container, so I wouldn't be the only one in my container and also lower the carbon footprint.

The Trailblazers Experience:

That's a very good way of just. That's one thing about you know, you've talked about the environmental aspect sustainability but you're living and breathing it as well, isn't it Is, how can we make the best of a shipment coming through, because it's very expensive as well, so bringing other products as well, that makes complete sense, yeah, and also obviously that helps us with our costs, you know, because we're sharing the costs.

Susana:

So it makes sense business-wise and it makes sense environmentally-wise. So you know, it was just kind of like a very organic step to take.

The Trailblazers Experience:

A no-brainer.

Susana:

Yeah, and beyond the bottle, which we've talked about. What experiences are you doing, then, to engage with customers you is, and how we can educate it without being condescending, by the way, because this is not supposed to be in any way like you don't know what it is. No, it's more like we would love you to understand what you're drinking, you know. And so I think what we started to do, yes, was support cultural events, because I think people that have a love for art will maybe be more interested in the backstory of it to start with, and then that branches on to other people that are just going to like it for its taste, which is also absolutely fine. And then, so we did a lot with freeze membership. We've done things with Christie's, with the Haywardward Gallery, we've done gallery openings, we've supported artists.

Susana:

Actually, in one of the labels, the one that looks a little bit more intricate, in the almost 500-pound mezcal, it was a collaboration with a Oaxacan artist called Sabi Nogisu. So, basically, you have a piece of art on the bottle. That's amazing, it's great, which is really lovely, and, again, that's supporting as well the artist, right. So it was a really nice collaboration that we had with him. We flew him over, we had a little exhibit with him and it was great and people loved it. So that's the more romantic side of it. That experiential marketing is really fun and engaging, but that's not going to grow the business. Right Now we're going into real marketing PR marketing, marketing, firm people doing our SEO because now we're at that point. Now we're at a point where we need to scale and get the consumers to scale the business to consume, buy at bars, know where to buy it. We sell at Selfridges. We sell at Master of Malt.

The Trailblazers Experience:

We need people to go there and buy it and try it and want it. Yeah, and I love the fact that you've got a D2C presence because you know it's one of those things, isn't it? You Google the product and your first instinct is how quickly can I get it and where? First instinct is how quickly can I get it and where? And if you are near one of those establishments where you're selling it, you can walk into the store. But I can also order it online which is brilliant too.

The Trailblazers Experience:

Yeah, exactly, very important. You've talked about your personal life, yes, and I always feel there's always a connection between your personal and professional. How have you grown through your work and being a founder of Mescalina? What has been your most significant learning? You've talked about the challenges, but how have you grown in both instances?

Susana:

One of the most important things that I've learned being a CEO is to listen to people.

The Trailblazers Experience:

That's a very big lesson, isn't it? Yeah, as the leader, yeah.

Susana:

It's like oh yeah, I'm the leader, I know what I'm doing Actually not always and it's really important to take on board. Look, not everybody knows what they're talking about. Everybody has something to give and there's always a takeaway in every conversation. So I've learned to talk less and listen more, and that helps me in my personal life a lot too, Because not talking over people and actually listening to them and giving them their time as well is really important with my children as well. You know, I've learned to be more patient, because obviously to me, that's all I hear. Now I'm like OK, tell me. So I sit down and I take my time and I've learned to listen.

The Trailblazers Experience:

Yeah, there's a lot about, you know, cutting through the noise, as they say, when people are having conversations or when you're speaking with your business partners or suppliers, et cetera. It's just OK, I've heard everything they're saying, but what's the takeaway from this? That we need to move forward, and that just comes with maturity and growth, isn't it? You can't always be right, that's just never gonna happen, and it's a humbling experience I've found as well.

Susana:

But also you don't want to be right. I think being right means that there's nothing to learn, and if we're here, it's more an older consumer. And how does that play in?

The Trailblazers Experience:

the future of the mezcal industry, especially where you've talked about the whole process of the community and how it's made. Is it being passed on to the generations, as you see it in Mexico?

Susana:

Well, I hope so. Mexico is a little bit different. It's very, very old school, so I would say that very big differences that I see, for example, with the younger generations in Europe is that they actually don't drink In Mexico. That's never going to happen, just saying.

The Trailblazers Experience:

It's just a different culture. You know what I was actually thinking about this the other day, and I'm sure there's some statistics to back it up in terms of we see, in terms of trends, the consumption is going down in let's call it, first world countries, but is that the same in third world countries, where probably the investment from the industries is probably accelerating? I'm sure there's studies and stats that would support that.

Susana:

Yeah, no, definitely. But you know, funnily enough, mentioning that, the alcohol industry has actually, on a whole, has gone down by 1%, aggregate of 1%, in the past year. The only one that's grown is the premium spirits. Why? Because they're artisanal and because people really are going for the artisanal brands. So, even though drinks aren't doing that well, spirits aren't doing that well, premium spirits are going up and up and up and up. So thank goodness for that trend.

Susana:

For us but yeah, I mean our consumers, I think we have the idea is that they're between 30 to 65, let's say, or beyond. It's quite a wide range age-wise. Just because of the price point and because we don't have this party idea to it, I don't think we're necessarily targeting a younger audience. Though, saying that we are about to launch a product which will be for younger generations, I can tell you a little bit about it. We're, um, we're making a ready to drink, an rtd in a can a can because of the sustainability aspect of it and it's absolutely delicious. I can't tell you you are going to love it. As soon as I have some, I'm going to send some over to you.

Susana:

And because there's also this idea of of cocktail making. You know, I think people would before have a gin and tonic. That's super easy to make at home, but when you tell them, make a Paloma well, it then becomes a little bit more complicated. So having really premium, really nice tasting products in a can not the three pound one that we all know, that's in the shelves in all the supermarkets, that I mean, there's nothing wrong with it, but that's not taking it home and being able to serve yourself a really nice cocktail. You know what I mean able to serve yourself a really nice cocktail, you know what I mean?

The Trailblazers Experience:

I guess you're offering the consumer choice, isn't it To say, well, you can buy the lower end, but this is what you get for it, but higher end, premium, this is the value, the quality of the product. It's giving people options, which I love that you're doing that and the fact that you know putting in a can brilliant Well because, also, we want to make it so that you can take it to all these amazing festivals.

Susana:

It's safe, obviously, it's better for the environment and it's a serving size it's the exact same size that you want to put in a glass, which is what they would give you in a bar. And, you know, for the summer it's fantastic. Go to the park, take a couple of cans and it's just. It's so nice and refreshing. So, yeah, I think, I think that's going to be really nice. I think it's a really great product that we're going to bring out. And even some pubs you know, they don't necessarily have mixologists on hand, they're too busy. They're serving draft beer and there's nothing wrong with that. All I'm saying is that's fantastic for us, because now they can actually offer a premium cocktail.

The Trailblazers Experience:

You're meeting the consumer where they are, isn't it? And I love the fact that, at each stage of you telling the story of your business, you've just said right, this is a challenge we're having now. How do we now innovate and move on to the next hurdle? How do we meet our consumer where they need to be? You're not staying stagnant, which is brilliant, especially as you're growing your business, and I feel like you can be agile with that in terms of the size and scale. It allows you to have that flexibility to make these decisions.

Susana:

Yeah, well, my background is creative actually, so that I think might be helpful. You need to be creative, you know you can't just be crunching numbers and think, well, this is obviously there has to be a balance to it. But you need to sometimes take the leap and say, ok, let's try it this way and if it doesn't work, well, you know, we tried it. But you do need to be creative and give consumers, like you say, choice, love it.

The Trailblazers Experience:

Right, we're coming into the next part of the podcast, where we talk about trailblazer tips. You know someone's listening and saying, my goodness, I've got this idea, whether it's in entrepreneurship, whether it's in the current role that they are. What are the trailblazer tips that you'd love to share with the audience?

Susana:

Well, I think I touched on it before, but I think it's really important to never give up. Things get really tough. Of course they're going to get tough, but that's life and I think we all know that. You know the universe keeps sending us curveballs all the time, whether they're external or internal, whether it's in your personal life or whether it's a pandemic, and you just wake up, be grateful, say this is a new day, how are we going to tackle it? And we're not going to give up.

Susana:

I think a lot of people say it and maybe it's a cliche, but being grateful and just waking up every day saying thank you for a new opportunity to make something better, to make my life better, to make the business better. I have another chance today to do something different, and that's amazing. And just don't give up. Don't give up. Don't let the hurdles in life stop you, because you're always going to have them and I don't want it to sound like a cliche, but it really, it really is important to convince yourself that there is a way to jump that hurdle. And I think the other thing is stick to your guns. So when I said you have to learn to listen, take in information yes, for sure. It's very important.

Susana:

But when you have an idea, you have to keep to that core idea that you started with. Of course, mold it to what is needed of the business, but that core idea needs to be, you need to be true to it, because then otherwise you start to have a donut, like a hollow part of your business. You have to keep that core super stable. You know, I've had people come in and be like, well, yeah, but maybe you should think about doing this. And if you change this, then maybe, yeah, okay, but that's not what I want, that's not what we said. We always said we're going to be an ethical, sustainable, educational, down to the heritage business and that's no matter what you say. To me, that's not going to change. I'm not going to turn around and make my mezcal industrialized just because I have the opportunity to do it. I'm not going to do that. So stick to your guns for sure and make sure that you have a very, very solid idea of what your mission and your core ethics or ethos of your company are.

The Trailblazers Experience:

That's brilliant. I love that just about sticking to your core values and your guns, because that is what will you know ultimately. That is the USP of the business and the authenticity that is you as a founder as well. Susanna, thank you so much for sharing your inspiring journey, and you know incredible around Mescal Reina. It's been a pleasure having you on the show. I think, before before we wrap up, can you tell the listeners how they can learn more about the product, how they can connect with you?

Susana:

yes, of course. Well, we're on instagram and we're very active on instagram, so please do send us any messages. Connect with us. Yep, that's us. We are also, obviously, we have our website. You can connect. I'm on LinkedIn. Susanna Franuti, mezcal CEO. Please feel free to contact me, and we're constantly doing like masterclasses, which, if you sign up to our newsletter, we can send you information on masterclasses and things that we're going to be doing to learn a little bit more about mezcal, or go to tastings or be invited to tastings or be part of these tastings. So I mean that that's pretty much how you can get through to us. Amazing, that's been brilliant. Thank you so much for giving me the opportunity to actually talk about this amazing, passionate project of mine. It has been really lovely to be able to express all of this to you and, yeah, thank you, thank you so much.

The Trailblazers Experience:

I mean, I can just say the same Thank you so much for joining us on the podcast. I'm always learning, I'm always learning and I think our viewers are always learning as well about the different areas, different entrepreneurs that are out there and just you know how to your point. Every day is a new opportunity to do something great, whether it's in your personal, professional life and really just hearing the story I've learned about Mezcal. I think you're always learning and, yeah, I'll definitely be looking forward to the comments and what people be saying about it. So, thank you for joining us all on the Trailblazers Experience podcast. Until then, keep exploring, embracing your experiences. You know where to find us. Please follow, share, like and, yeah, this has been your host. Thank you so much, Thank you.