Biatch Tequila Sets Its Sights on Becoming the Next Billion-Dollar Brand

(Photos: Biatch Tequila)

If you asked Jeff Koons or Yayoi Kusama to design a lip-shaped liquor bottle, it’d probably look something like Biatch Tequila. The brand offers splashy shades of red, pink, and silver molded into the form of a 750-milliliter statuette, stamped with a giant gold label and the occasional crystal-embellished finish. Further down the rabbit hole, customers can indulge in accesorizable lamp shades, 100-milliliter “Lil’ Biatches” and miniature cowgirl hats that can be plopped atop the cork.

All of this comes from the imagination of founder Sue Hrib, otherwise known to her followers as Aunt Sue. An Atlanta native with a background in global supply management, Hrib found her way into the agave spirits industry in 2024 following a year of crowdfunding from women investors. She imagined a tequila created by women, for women, one that could stand toe to toe against the biggest names in the category.

Within a year of its launch, the brand had sold over 140,000 bottles, expanded into 1,100 independent retailers and generated nearly 13,000 online orders. Five alcohol control states have reached out thanks to popular demand. Calling in from a Play for P.I.N.K. meetup in Florida, Hrib insisted that this was only the beginning.

“I wanted women to have the chance to invest in something that would go to a billion dollars. We are going to be a billion-dollar brand, no question,” Hrib told us. “We’re geared to that, we’re running the numbers to that. So those people who invested $25,000 to $100,000? That could potentially be a million in three to five years. When we sell, that’s our goal — to make those women millionaires.”

Each bottle of Biatch begins at Tequila Gonzalez Lara, a distillery based in El Arenal, Jalisco. The operation is run by the women of the family: A daughter, two granddaughters and two daughter-in-laws. Hrib visits often, staying at their house as she explores the ins and outs of the uniquely lowland terroir.

“They grow, harvest, distill and bottle 100% of their own agave,” Hrib said. “They’re very adamant about not trimming their plants before seven years. I actually tasted one of the piñas fresh out of the ground. And it’s naturally sweet, even before roasting.”

The brand’s flagship product is its Rosa Blanco. Blanco tequilas — contrary to popular misconception — aren’t necessarily unaged products, but rather spirits that have been matured in barrels for less than two months. Those 60 days of leeway allowed Hrib to experiment with the finer details. Biatch Rosa is lightly rested in American ex-red wine casks sourced from Napa and Sonoma, imbuing flavorful hints of peach and honey that complement the underlying agave’s naturally sweet profile.

“When it comes out, it’s actually pink. Of course, you’ll notice there are a few other Rosa tequilas on the market. But what they’ve found is that they lose their color. Ours doesn’t lose color because it’s inside a bottle that doesn’t let any light in, so it preserves that gorgeous hue.”

Suffice it to say that a quality, 100% agave tequila is only one part of the equation. In today’s increasingly cutthroat spirits market, upstarts like Biatch have to work twice as hard to achieve half the returns. Hundreds of brands are competing for the same slice of the pie, and even a standout bottle has to be matched by standout messaging.

Hrib says that online advertising and direct-to-consumer shipping have been a game-changer. According to Hrib, Biatch is the largest single brand currently selling through its own website. Though customers can find the product at conventional brick-and-mortar retailers, well over 10% are buying their Biatch straight from the source. It’s an unconventional approach in an industry famously tied to the three-tier system. Hrib says that it’s already paying off big time.

“We know how to do e-commerce,” Hrib told us. “We advertise on Meta, Google and Bing. Some people spend money on influencers; we spend it on finding people exactly where they are. I’m here at Play for P.I.N.K. in Florida, and nearly a dozen of the women have told me, ‘I already bought that!’ or “I already saw that!’ on Instagram or Facebook. Our ten-x is that we know how to advertise to consumers.”

The brand is expanding fast. In addition to its Rosa Blanco and Reposado, Biatch has plans to release an Añejo and Extra Añejo in the near future. Merch items — including a $225 purse-shaped ice bucket — are being unveiled at a constant pace. And Hrib says that investors are still rolling in, with a “very big announcement” to be made in weeks to come. 

“I’ve invested in 15 women-owned companies. I’ve been on this mission for decades, and I created this tequila to really center around women and women’s empowerment,” Hrib added. “We want people to understand what the word means. Biatch is a fierce and unapologetic woman, and that’s exactly what we’re promoting. Fierce and unapologetic women.”

If you’re interested in learning more about Biatch Tequila, find the brand’s website here.