53: How Quintaliza is Breaking New Ground in Tequila with Founder Michael Winters - Business of Drinks

In this episode of Business of Drinks, we’re diving into a new-to-world tequila product that’s shaking up the industry: Quintaliza, the world’s first coffee-aged tequila. Founder and CEO Michael Winters joins us to discuss how he took an unconventional idea — aging tequila in coffee-seasoned barrels — and turned it into a fast-growing brand that’s gaining traction with both consumers and industry insiders.

Michael isn’t just another spirits industry veteran launching an agave brand — he’s a serial entrepreneur who built Quintaliza from the ground up, first in his own kitchen and then with a world-class distillery in Jalisco. The brand has already won Wine & Spirits Wholesalers of America’s “Brand Battle” competition in 2024, and with a deep-not-wide distribution strategy, it’s set to sell 12,000 bottles in 2025 across four key markets: Florida, New Jersey, Tennessee, and South Carolina.

In this episode, Michael shares:

- The origins of Quintaliza – How his background in restaurants, branding, and coffee shops led to the creation of the world’s first coffee-aged tequila.

- Building a brand from scratch – Why he didn’t take the easy route of private labeling and instead developed a proprietary aging process in ex-bourbon and coffee-seasoned barrels.

- Going deep, not wide – Why he turned down multi-state distribution deals in favor of a strategic approach focused on building strong relationships in a few key markets.

- Winning over distributors and bartenders – The tactics he’s using to build awareness and pull-through in a competitive spirits category.

- The role of storytelling in brand-building – How Michael’s authenticity and hands-on leadership help differentiate Quintaliza in a crowded tequila space.

- Scaling smartly – Insights on when (and how) to expand without overextending resources or losing brand momentum.

Last Call:

The wine industry keeps saying “make wine more accessible” for younger consumers. But what if that’s not what they want? Contributor Caroline Lamb brings on Eater’s Southeast Regional Editor Henna Bakshi to discuss how private wine clubs in Atlanta are thriving with millennial members — who are paying up to $8K+ per year to join. Find out more about this emerging trend.

Don’t miss our next episode, dropping on March 5.

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Erica Duecy, co-host:Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Scott Rosenbaum, co-host:Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search, North America at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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