In an industry dominated by male-oriented branding and taste preferences, Sue Hrib (aka Aunt Sue), founder of BIATCH Tequila, is making waves with her bold vision of female empowerment. BIATCH Tequila, created by Boss Babe Brands Inc., is not just a tequila brand; it is a movement dedicated to celebrating and empowering women. With a mission to redefine the term “biatch” to mean a fierce, unapologetic woman, Sue Hrib’s brand is set to disrupt the spirits industry and make a significant impact. This feature article delves into Sue’s background, her vision for BIATCH Tequila, the growth potential of the brand, its role as an industry disruptor, and the powerful connections that are propelling it forward.
Sue Hrib: A Background of Disruption and Empowerment
Sue Hrib is no stranger to disruption, nor is her hand-picked management team. The leadership team’s careers span various industries, including technology, e-commerce, supply chain, manufacturing, and more. BIATCH team members have raised more than $60 million in capital, and delivered exits valued at just under $600 million​​.Â
Sue’s entrepreneurial spirit and dedication to empowering women have been the driving forces behind her ventures. In fact, she has invested in over 15 woman-owned companies. Sue’s journey with BIATCH Tequila began with a vision to create a brand that resonates with women. In an interview, Sue shared her thoughts on the male-dominated liquor industry and the unique position of BIATCH Tequila as a brand designed by women, for women. She emphasized the importance of community and trust among women, which are key factors in the brand’s success​. Sue’s commitment to female empowerment is evident in her goal to make 50 women millionaires through BIATCH Tequila​. Â
Powerful Connections: From Music Industry to Politics
Sue Hrib’s extensive network includes influential figures from various fields, including the music industry and politics. Her connections in the music industry are particularly notable. She is well-acquainted with several prominent rappers and their families, such as Future, Offset, Lil Durk, and Lil Yachty, and these relationships have helped to boost BIATCH Tequila’s visibility and appeal​. Sue’s ability to bring together diverse groups of people was evident at a pre-launch party in Atlanta, where influential figures from different backgrounds came together to celebrate BIATCH Tequila.
Sue’s ties to the political world are equally impressive. She has been a Board of Councilor member of the Carter Center, a philanthropic organization founded by former President Jimmy Carter and his wife Rosalynn. Her long-standing relationship with the Carter family highlights her commitment to philanthropy and community service. These connections have not only provided valuable support for BIATCH Tequila but have also reinforced the brand’s mission of empowerment and community building.
In the world of influencers, Sue has leveraged her relationships to great effect. BIATCH Tequila is featured in 4 movies, 5 reality shows and 1 music video, demonstrating the brand’s reach and influence within the entertainment industry​​. These personal connections have resulted in authentic endorsements, setting BIATCH Tequila apart from other brands that rely on paid celebrity endorsements without a genuine connection to the product.
The Vision: Redefining BIATCH
BIATCH Tequila’s mission is to redefine the term “biatch” and celebrate the fierce, unapologetic woman. The brand’s ethos centers around empowerment, inclusivity, and community. Sue Hrib explained that BIATCH Tequila is not just about selling tequila; it is about creating a platform for women to connect, support each other, and thrive together​​. This vision is reflected in every aspect of the brand, from its distinctive bottle design to its marketing strategy.
The bottle design of BIATCH Tequila is a testament to the brand’s dedication to female empowerment. Sue and her chief branding officer, Julie Low, worked tirelessly to create a bottle that not only looks beautiful but also fits comfortably in a woman’s hand​​. The design process involved multiple iterations and a keen focus on ensuring that the bottle embodied the brand’s message of strength and femininity.
Growth Potential: A Disruptor in the Spirits Industry
The global tequila market is experiencing significant growth, with the market valued at $19.8 billion in 2022 and expected to reach $30.3 billion by 2028​. BIATCH Tequila is poised to capitalize on this growth with its unique positioning as a brand that celebrates and empowers women. The brand’s digital transformation and cause-driven approach appeal to a new generation of socially and digitally connected women.
Women make 65-70% of household spirit purchase decisions, and their spirit purchases are growing 29 times faster than men’s​​. BIATCH Tequila’s focus on female empowerment and community engagement has resonated with women across different demographics. The brand’s strong influencer and digital strategy has resulted in engagement rates that are 495% higher than its closest competitors​.
BIATCH Tequila’s growth trajectory is impressive, with distribution agreements covering 98% of US tequila sales and significant early purchase orders accounting for $600,000 in sales​ in their first quarter of business. The brand has also garnered attention through appearances in movies, reality shows, and music videos, further boosting its visibility and appeal.
Distribution Strategy: Selling Direct to Consumer
One of the key strategies that sets BIATCH Tequila apart is its direct-to-consumer sales model. Sue Hrib has leveraged her extensive network and their social media presence to drive online sales. With the ability to sell to 47 states, BIATCH Tequila has capitalized on the growing trend of online alcohol purchases​​. This approach has allowed the brand to reach a wide audience without being confined to specific geographic locations.
Sue’s innovative use of influencers has played a significant role in the brand’s online success. For example, a TikTok influencer with 2 million followers posted about BIATCH Tequila, resulting in a surge of orders and increased visibility​. This organic promotion strategy has proven to be highly effective, as it leverages the trust and authenticity of influencers who genuinely connect with the brand.
In addition to online sales, BIATCH Tequila has secured distribution agreements with major players in the industry. Sue’s connections have been instrumental in facilitating these agreements. For instance, she utilized her network at the Carter Center to connect with key figures in the liquor industry, leading to distribution agreements with major distributors in Georgia and other states​​. These strategic partnerships have ensured that BIATCH Tequila is available in both physical and online retail channels, maximizing its reach and impact.
Industry Disruption: More Than a Tequila Brand
BIATCH Tequila is more than just a product; it is a community promoting the empowerment of women. The brand’s cause-based approach has led to a significant increase in customer lifetime value and repeat purchases. Millennials, in particular, are drawn to brands that align with their values, and BIATCH Tequila’s commitment to female empowerment has struck a chord with this demographic​​.
Sue Hrib’s vision for BIATCH Tequila extends beyond the spirits industry. The brand aims to expand into other spirits, merchandise, conferences, and events, creating a comprehensive platform for women’s empowerment​​. This holistic approach sets BIATCH Tequila apart from other female-owned liquor brands that are more celebrity-driven and often lack the depth of commitment to their causes.
Sue’s strategic use of personal connections and influencers has been a key factor in the brand’s success. Unlike many celebrity-endorsed brands, BIATCH Tequila’s influencers have a personal connection to Sue and a vested interest in promoting the brand. This has resulted in authentic endorsements and a loyal customer base​.
BIATCH Tequila is a groundbreaking brand that is transforming the spirits industry through its focus on female empowerment and community engagement. With a disruptive approach, a strong vision, and impressive growth potential, BIATCH Tequila is set to make a significant impact. Sue’s dedication to creating a brand that celebrates and empowers women is evident in every aspect of BIATCH Tequila, from its distinctive bottle design to its cause-driven marketing strategy. As the brand continues to grow and expand, it will undoubtedly inspire and empower women around the world.
BIATCH Tequila is not just a brand; it is a movement. It is a testament to the power of women coming together to support each other and create something extraordinary. With Sue Hrib at the helm, BIATCH Tequila is poised to redefine the spirits industry and make a lasting impact on the lives of women everywhere.
