Christian Alvarez, founder of TEKEEN premium bottled cocktail. You could say he’s the big shot at TEKEEN. Get it? Shot?
The Daily Quarterly: How did you get into the liquor business?
Christian Alvarez: I sometimes jokingly say that I must have had one too many drinks during law school that led me to venture into this crazy industry of alcoholic beverages. Nevertheless, I must have had at least a drink or two to build up the courage to double down on my idea. Long story short, I noticed that the craft beverage industry was beginning to grab traction and that consumers were demanding new innovative and premium products. More specifically, the craft cocktail market was beginning to grow rapidly and I saw an opportunity to create a versatile and premium line of cocktails that could be enjoyed chilled, over ice, or mixed into a more complex cocktail.
Marketing Tip: Wrap your daily driver with your brand’s logo. Also, make sure your daily driver is an exotic sports car.
CA: TEKEEN is a line of premium cocktails made with orange wine, agave nectar and all natural flavors. The flavors currently offered include the cucumber lime, grapefruit, and passion fruit flavors. These cocktails are extremely versatile because they can be enjoyed alone or combined with fruits, spirits, juices, or other liqueurs. You can find some very tasty recipes on our website.
If you’re at an outside event wearing your TEKEEN t-shirt and you run into someone with a TEKEEN beach ball you may have just found a friend for life.
CA: Cucumber lime is our best seller! People often say its like an “adult spa water.”
TDQ: What is your personal favorite way to enjoy TEKEEN?
CA: My favorite way to enjoy TEKEEN is on the rocks. With a crisp and clean taste, TEKEEN is very refreshing with just some ice and the occasional garnish.
TDQ: Who are your influences?
CA: My parents, brother, and sister are definitely my greatest influence. They cheer me on and give me the courage to believe in myself but most importantly they are always there to pick me up when perseverance is the only answer to success.
Let’s be honest. Drinking a drink isn’t going to fundamentally change who you are as a person. But know that when the editors of this publication tried some TEKEEN they were transformed from two regular dudes into a couple of gorgeous ladies, as evidenced here.
CA: Some of the best advice I have received was the simple notion that the only thing that heals in life is time. This is very important to remember because when we encounter obstacles it is our own impatience which challenges our positivity. Sometimes you just have to give it time!
TDQ: What is the worst advice you have ever gotten?
CA: Someone once told me that quitting should sometimes be an option. My response to that is that quitting should never be an option but rather sometimes a person needs to adapt to succeed.
TDQ: What’s the most challenging thing about bringing a new cocktail to market?
CA: Finding the right distribution partner that will give your brand the right amount of attention and care. With few dominant players in the distribution business your product can easily become lost amongst the thousands of other brands they represent. For this reason, it is extremely important to choose a distribution partner that sees the same potential you do in your brand.
TDQ: What would surprise most people about being in the liquor business?
TEKEEN Bombs away!
TDQ: When is the last time you had a “Tekeen Bomb”?
CA: I plead the fifth on this one.
Learn more about TEKEEN at its website, and follow TEKEEN on .