Park Street Insider Podcast - What It Takes— Tequila Komos Founder Richard Betts

What It Takes— Tequila Komos Founder Richard Betts

01/17/23 • 44 min

On the Park Street Insider Podcast, we often explore the underlying ethos that guide a brand concept to concrete success. For Richard Betts, the founder and CEO of Casa Komos Brands Group, the brands he's developed throughout his career—including Betts & School, Astral Tequila, Sombra Mezcal, and Tequila Komos among others—have always lived at the intersection of enthusiasm and opportunity.
On this episode, the Park Street Insider Podcast's Emily Pennington is joined by Betts to dive into his entrepreneurial journey. Betts got his start in restaurants, eventually becoming a wine director in Aspen and then certified as a Master Sommelier in 2003. He then went on to found both Betts and Scholl Wine and Scarpetta Wine before getting into the world of spirits where he helped develop Sombra Mezcal. Betts now runs Casa Komos Brands Group handling Tequila Komos and Superbird, plus a couple of impending brands he shares in this interview.
Having worked closely in both wine and spirits, Betts breaks down the primary differences and overlaps between operating brands in these two spheres. You'll also hear about Bett's values as a leader, outlining how to build healthy and effective company cultures.

Episode Breakdown:
0:12 - Introduction to agave spirits in the U.S. market
6:05 - Richard Betts Background
11:00 - Founding his first wine brand
15:50 - Sombra Mezcal
19:50 - Partnership with Davos Brands
21:20 - Difference between wine and spirits industries
25:00 - Founding Casa Komos Brands Group
30:11 - Route to market for CKBG brands
32:07 - Tequila Komos partnership with E&J Gallo
33:35 - Betts' values as a leader:
37:12 - Health and wellness for entrepreneurs:
39:30 -Tips for aspiring entrepreneurs:

Key Quote:

"We make things that we love and that we think have a chance of being loved by others. So we live at the intersection of enthusiasm and opportunity. And I think when you show up with that sincerity you'll also show up with a willingness to work hard."
In this episode you'll hear from:
Richard Betts, CEO, and Founder, Casa Komos Brands Group

Mentioned in this episode:
Casa Komos Brands Group
Tequila Komos
Davos Brands: What It Takes— Davos Brands Co-Founders Andrew Chrisomalis and Guillaume Cuvelier
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Previous Episode

What's Trending— How the Low & No Category is Transforming the Drinks Industry

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On this episode of the Park Street Insider Podcast, we're taking a dive into a trending category that’s been picking up steam over the last few years and now sits on the edge of mainstream consumer adoption. We’re talking of course about low-and-no alcohol.

What was once a fringe category adopted by abstainers is slowly being incorporated into the weekly practices of alcoholic drinkers as well who are more concerned with what goes into their products and how they’re imbibing. We’re seeing both young adults who are generally less inclined to drink than previous generations and middle-aged adults becoming more concerned with their health, all age brackets seem to be jumping aboard the low and no movement.

At Bar Convent Berlin, Park Street University's Emmett Strack sat down with some of the global leaders in the Low and No to break down the status quo of the category. Joined by Mark Livings of Lyre's Spirit Co., Ellie Webb of Caleño Drinks, and Morten Sørensen of ISH Spirits, the discussion will cover where the category is at now in terms of consumer adoption, how to educate consumers about the category and what's next for Low & No in the coming years.
Episode Breakdown:
Founder backgrounds - 8:00
Defining what Low & No alcohol is - 17:45
Consumer adoption of Low & No - 21:41
The next milestone of acceptance for Low & No - 27:10
The accessibility of Low & No products - 31:12
How to educate consumers about the category - 34:57
What's performing well and what's up next in Non-Alc? - 39:40
Key Quote:
"Our bet was the right one: people wanted to drink the flavors that they knew and loved. We now know, after years of research, that the people coming into our category and enjoying the products from the category also consume alcohol. The early adopters were the abstaining parts of the population but people moderating is where this is going to inflect from early adoption into the mainstream."
-Mark Livings
In this episode you'll hear from:
Mark Livings, Founder & CEO, Lyre's Spirit Co.
Ellie Webb, Founder, Caleño Drinks
Morten Sørensen, Founder, ISH Spirits
Mentioned in this episode:
Lyre's Spirit Co.
Caleño Drinks
ISH Spirits

This episode was recorded live at Bar Convent Berlin in October of 2022 as part of the Park Street Insider Podcast's "What's Trending" series.
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Next Episode

Essential Talks— U.S. Market Entry 101 With Chris Ladas

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Introducing a beverage-alcohol brand to the U.S. market requires a nuanced understanding of the regulatory landscape. Each state in the U.S. regulates beverage alcohol in its own unique way and each major city in the U.S. has its own drinks culture. While your brand might have a high-quality product that's well differentiated, you won't make it very far without doing your homework.
In a market that's as highly regulated and competitive as the U.S., having a targeted approach to market entry will make all the difference to your brand. On this episode of the Park Street Insider podcast, we're featuring a presentation from industry veteran Chris Ladas, Founder of XAL consulting, who presents an overview of the U.S. market.
Ladas takes a look at the different regions within the U.S. and gives listeners a sense of how nuanced each specific market can be when trying to make sales. He'll explain why sales channels that are vital to success in certain states might not be worthwhile in others. He also offers key considerations in both on and off-premise environments.

Episode Breakdown:
2:15 - Different regions in the U.S.
3:32 - Three-Tier System 4:16 - Considerations for major markets
8:35 - Marketing considerations

Key Quote:

"When you're looking at the rundown of the retail landscape, it truly varies in every landscape. And to consider the U.S. as a single market would be a big mistake."
In this episode you'll hear from:
Chris Ladas, Founder and Chief Consulting Officer, XAL Consulting

Mentioned in this episode:

The Keys to Selling Beverage Alcohol in Many Different Markets
XAL Consulting
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