Food
Her company 21 Seeds sold for a record-breaking amount.
Ive always loved the ritual of holding a wine glass.
I decided to give it a shot.
I spent so much time making complicated cocktails, but that didn’t suit my lifestyle either.
I needed something that was easy and enjoyable.
I placed the Brita into my fridge, and the infusion waiting game began.
After about a day, I stuck my finger in the Brita and tasted it.
I did this a few more times over the course of two days until the mixture tasted a littletoospicy.
I removed the jalapenos, and let the cucumbers sit even longer to smooth out the heat.
I spent the next eight years happily making my infused tequila for my friends and family.
Every occasion I hosted or attended, a bottle of infused tequila from me was expected.
At my house, it was all you were served.
I had never imagined turning this hobby into a business.
I couldnt do it without them.
As two sisters and one girlfriend, we settled on the company name21 Seeds.
During the early days, Nicole and Sarika had full-time day jobs.
On the last tour of our trip, we quickly realized that things felt palpably different.
There were so many women working everywhere we looked.
Even the plant manager was a woman, which we hadnt encountered at the other distilleries.
Tequila is an extremelymale-dominated spacealready, so to be surrounded by women during this process just felt right.
We didnt even have a website yet.
We were so shocked, we thought we had read the product order incorrectly at first.
21 Seeds launched in BevMo!
in April 2019, and our bottles were flying off the shelves by that summer.
It wasnt long before we had celebrities likeJessica Alba and Katie Couricendorsing our product naturally.
Apparently, Oprah prefers infusing her tequila, too.
By the end of 2021, we saw our sales skyrocketing.
No morning talk show appearances or celebrity endorsements could come close to that feeling.
Despite hitting a major milestone early on, 21 Seeds is still getting started.
Don’t be swayed by what people in the industry tell you.
They’re serving a different person.
Their priorities are different than your priorities.
And if you believe in your project, a passionate consumer base will undoubtedly find you.
This article was originally published onMarch 10, 2023
