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episode 127: MICO Spirits - How One Family Business is Disrupting Both the Tequila and Seltzer Industry w/ 2021 Finesse w/ Co-Founder & President Subir Singh
#meetmico The modern in spirit, crafted with respect to the legacy of world-class tequila. This family business can be boiled down to three primary components... Subir’s father, Ajendra “AJ” Singh - the production powerhouse (responsible for scaling Patron), Karina - master distiller, and Subir - Strategy, Sales, and Brand Building.
When going against the grain just one year into launch, the Mico team has continued to scale by pop-and-swapping their entire strategy due to Covid's closures. This hit very close to home, especially w/ California being a role model for closures and curfew. What Aj did next was develop an entire strategy around what they were faced with which included new retail opportunities, product line, and more!
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