Silver Lining (n): Finding hope in an otherwise negative situation.
Welcome to The Silver Lining: A series highlighting businesses and industry leaders across the nation who have persevered to remain on top during COVID-19.
I had the opportunity to sit and chat with Løs Sundays about where they started and how they’ve evolved into an ever expanding tequila-loving community.
Tell us a little bit about your brand story— how did it get to where it is now?
Firstly, it would have to be the quality of our tequila, Los Sundays is a unique blend of 100% Blue Weber Agave sourced from both the lowland and highland regions of Jalisco and all sustainably farmed. This blend of high-quality agave is then traditionally cooked and distilled by one of the most awarded distilleries in Mexico to produce our finished product that has now racked up multiple Gold, Double Gold, and Platinum medals from some of the world’s most prestigious tasting competitions.
Secondly, the success we are seeing in building Los Sundays is attributed to our focus on our tequila-loving community, winning consumers authentically, through real connection and engagement by promoting a lifestyle that surrounds the enjoyment of tequila, not just focusing on the information of tequila production alone. We try and go beyond the bottle and connect with our audience with references to their everyday lives where a tequila moment may bring a laugh or two.
Did you ever imagine Los Sundays, when the idea was first conceived, to where it is now?
The Los Sundays idea was driven by what we saw as a large gap in the market for a tequila “brand” (not just a product). We thought we could be the comparison to existing tequila producers who largely focus on an older, more masculine target demographic, we knew Løs Sundays Tequila would stand out differently from this and that was our intention. So far we are thrilled to see the spark it’s created within the spirits market by meeting the demands of this modern consumer.
Why was tequila the spirit of choice?
100% Blue Weber Agave Tequila has always been our drink of choice. It’s a clean, fun spirit and after seeing how many consumers in the millennial demographic held the same understanding of drinking clean, quality products with sustainably sourced ingredients, we saw an opportunity to build a relatable brand surrounding just that.
We’ve seen musicians like Pepper (are there any other celebrities we can highlight) repping your brand, how did that happen?
Løs Sundays is a tequila for the people, meaning we’re not celebrity owned or led by a single person of notoriety, we’re an inclusive community! However, we are always excited when we see public figures such as Pepper, Margot Robbie, and Rebel Wilson to name a few enjoying a piece of the Sundays brand. These days, plenty of brands rely on paid placements to force their brand into influential circles of people, at Sundays we’re excited to take a more organic approach and witness consumers genuinely enjoying the product and relating to the lifestyle our brand presents.
Could you tell me more about the distillery? And how COVID has affected production?
We’ve partnered with a family-owned distillery in the heart of Jalisco, Mexico. As we mentioned, they are one of the most awarded distilleries in Mexico, practice sustainable agave farming and over 90% of their employees are from the local area. We are very proud of our partnership with them. Since our production process calls for planned out time, attention, and care to ensure the utmost quality, we are thankful to say that COVID has not largely impacted us at the production level.
Bars, restaurants, and liquor companies are all taking a huge hit this year. How has Los Sundays shifted its focus to remain successful?
While 2020 has thrown many industries, specifically the service industry, a major curveball, we’ve been excited to work with our favorite bars, restaurants, and service industry professionals to problem-solve together.
Within the first week of lockdowns, we partnered with the United States Bartender’s Guild in our “Tip Your Bartender” campaign where a portion of our sales was donated to provide financial relief and assistance service industry workers and their families. We’re proud to be one of the 4,700+ donors who collectively raised 9.5M dollars which were awarded to over 32,000 grant recipients this year.
A large shift to the digital space has also focused consumer attention to online platforms where we have a strong following such as Instagram and Facebook, along with opening new doors toward expanding direct-to-consumer options for to-go cocktails and Løs Sundays Tequila delivery services where customers can now order a bottle from our website, straight to their front door.
What would you tell others who wanted to start a new business/hobby but are afraid of failure due to these uncertain times?
Starting anything new is sure to present learning curves and problems to solve, especially in today’s climate. However, if you wait for the ‘perfect’ time to launch your idea/business, you’ll likely never get your feet off the ground. We would encourage anyone who has a strong work ethic and passion for the products or services they’d like to create to do so.
What’s the vision for the brand moving forward?
We are excited to expand into some new states and countries, consumers and bars in Tennessee, and the North East will be able to order Sundays next month and Australian’s will be sipping on Los Sundays Margaritas before the end of the year just in time for their summer.
What’s a favorite Los Sundays cocktail?
A deliciously refreshing sip is the Sundays & Soda (our take on Tequila-Soda). All you have to do is pour 2oz of Løs Sundays Tequila over ice, add a splash of your favorite soda water, and a fresh fruit wedge of choice to enjoy!
How can we get our hands on a bottle of Los Sundays?
Løs Sundays Tequila can be ordered directly to your door via shop.lossundays.com or visit our store locator on lossundays.com to find a bottle in-store near you!
For more information about Los Sundays follow them @los_sundays
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