Jeremy Naylor is joined by Seb Francis, founder of HACIEN, the UK’s first 100% agave premium flavoured tequila brand, to discuss how the company is building a position where three drink trends meet: tequila, premiumisation and flavour.
Find out more about HACIEN’s crowdfunding round here.
Seb explains why he believes flavoured tequila is a lasting shift in consumer habits rather than a passing fad, and sets out the evidence behind that view. He takes us through HACIEN’s key metrics, including 65% year-on-year volume growth, repeat purchase rates, gross margin and a distribution footprint of more than 350 stockists, as well as how margins should develop as the business scales.
The conversation covers what HACIEN’s current capital raise will fund, the opportunities across on-trade, retail and export markets, and the role social media plays in building the brand. Jeremy also asks whether the major drinks groups are likely to move into flavoured tequila, what success looks like in five years, and what Seb sees as the biggest risk to the business.
Backed by the founders of Halo Top and Slingsby Gin, HACIEN is targeting a UK tequila market projected to reach £1.25bn by 2035.