Why taking the risk is worth it, with Nicole Emanuel of 21 Seeds Tequila

Women on the Move Podcast

Nicole Emanuel says it isn’t fear of failure that drives her—it’s fear of not doing what you're passionate about. Here the co-founder of 21 Seeds Tequila talks about her journey with her co-founders—her sister Kat and their friend Sarika—to create a liquor brand that embodies empowerment, innovation, and inclusivity. Through their brand, they've crafted more than just a spirit. They've created a movement that celebrates friendship, authenticity, and the bold pursuit of dreams.

It's the inaugural episode of the Women on the Move podcast in its new format, featuring video as well as audio recordings of women leaders discussing their careers and personal journeys. They’ll dive into topics such as ambition, leadership, driving change, and building networks. In this episode, host Sam Saperstein sits down with Nicole to discuss the inspiring story behind 21 Seeds Tequila.

Starting with a dream team

Nicole tells Sam that it was her sister Kat who first came up with the idea of making infused tequila. As wine lover who didn’t tolerate wine well, Kat set out to create a relaxing spritz-like drink. “Her new goal in life was to figure out how to make this tequila as easy to drink as a glass of wine,” Nicole says. “She's an amazing cook, and she started infusing her own tequila in a filter.”

Kat’s first homemade infused tequila was cucumber jalapeno. “She did that happily, just to drink it for herself, for her friends, for about eight years, and everybody was asking her, Can I have more of your tequila?” Nicole remembers. “At some point, I couldn't even get to parties without bringing my sister's tequila.”

Soon Kat asked Nicole and their friend Sarika about starting a tequila company together. The three each brought unique skills and experience: Nicole had been a CFO and COO, Kat was a film producer, and Sarika had worked in organic foods. Together in 2019, they launched 21 Seeds with three infusions—grapefruit hibiscus, Valencia orange, and cucumber jalapeno—all at a lower alcohol content (35%) than most spirits.

“We all really had our lanes, and I think that's what allowed us to run faster,” Nicole says. “Because, we really stayed in our lanes in order to run, and we trusted each other, because it does go back to trust, of knowing that you trust their judgment, you trust how they're going to do it.”

A different approach

As women launching a product in an industry dominated by men, Nicole and her partners were bound to forge their own path. One early difference was their market strategy: Rather than focusing on getting into bars to begin with, they were focused on becoming the beverage of choice of women drinking at home or at friends’ homes.

“We were set up pretty nicely, because our go-to-market strategy was completely different than the spirits industry,” she tells Sam. “In the spirits industry, you went to on-premise, which are bars, restaurants, had the consumer taste it, and then moved to off-premise. That's typically the go-to-market strategy for spirits. That was not our strategy. We knew who our consumer was.”

An early break came when some of the early adapters “happened to be celebrities.” Katie Couric featured 21 Seeds in her Holiday Gift Guide, and through that, they landed on the Today Show. Soon they also made Oprah's Favorites, and Jessica Alba and Naomi Watts were fans. With help like that, they kept their first year’s marketing budget to just $4,000.

Looking ahead

By 2022, the three founders sold 21 Seeds to Diageo. Nicole says that once they started looking around for the right owner, it was an easy decision. “They have a lot of women leadership,” she says of Diageo. “They understood our position in the market. We felt like we had great representation because of that women leadership.”

As for the future, Nicole says she’s excited to continue mentoring talented and passionate women. “I've been lucky enough to be able to do that throughout my career,” she says. “I put my money where my mouth is. I invest in women, and I invest in their products.”

Most of all, she wants other women to feel empowered to achieve their dreams. “If you want to build a company, you can,” she says. “You have to not be so risk-adverse that you can't jump and chase your dreams. That's the kind of environment I want to create for my family, for my friends, for my children. Anything is possible, and I really believe that.”

Disclaimer: The speakers’ opinions belong to them and may differ from opinions of JPMorgan Chase & Co. and its affiliates. Views presented on this podcast are those of the speakers; they are as of Oct 8th, 2024 and they may not materialize.

Transcript here