The fast-growing flavored tequila brand 21 Seeds has signed a national distribution agreement with leading U.S. distributor Southern Glazer’s Wine & Spirits.
Launched in 2019, 21 Seeds has quickly gained recognition as an all-natural, real fruit-infused tequila, and a female-founded company. The brand has three infusions — Grapefruit Hibiscus, Cucumber Jalapeno, and Valencia Orange. All offer consumers the option of lower-ABV, gluten-free, non-GMO tequila, making better-for-you cocktails with no sacrifice on taste, the company says.
“With a great back story, excellent product, and now Southern Glazer’s as its distributor, 21 Seeds is well positioned for expanded commercial success across the U.S.,” says Ray Lombard, EVP, supplier management and business development for Southern Glazer’s. “Our national scale, unmatched route-to-market capabilities, and industry-leading Proof e-commerce platform will enable our sales teams to capitalize on the significant buzz and early retail adoption to help further accelerate growth for the 21 SEEDS portfolio of unique tequilas.”
21 Seeds taps into a number of current trends.
“Currently 80 percent of consumer purchasing decisions and 70 percent of all alcohol buying decisions are being made by women, therefore it’s critically important to Southern Glazer’s that we have both female-owned brands and brands that appeal to female consumers in our portfolio,” says Jennifer Chaplin Tolkin, VP, supplier management and business development for Southern Glazer’s. “Between the growth of the tequila category, consumer interest in wellness, and the popularity of simple cocktails with fresh ingredients, the trends are aligned to support 21 Seeds as they aim to bring more women into the category. We are thrilled to provide a strong national platform for the brand and to have Kat, Nicole and Sarika join the ranks of other successful female-owned spirits brands that we are proud to distribute and sell.”
21 Seeds is also known for having an effective and robust social media presence, which has helped the brand expand. Co-founder and CEO Kat Hantas has also appeared on numerous media outlets, teaching viewers how to make cocktails.
“I didn’t come from a spirits background,” says Hantas. “I created 21 Seeds out of necessity, because my doctor suggested a switch from wine to tequila for health reasons, but there was nothing in the category that tasted great and was as easy to drink as wine. 21 Seeds is the perfect solution for home use because it’s easy to use and makes delicious, better-for-you cocktails. Southern Glazer’s saw the tremendous opportunity that we have to bring this brand to market as an elevated alternative to RTDs or an easier, better-for-you option than sweet, complicated cocktails, and we are thrilled to have such an incredible distribution partner.”