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Episode Description

Carin Luna-Ostaseski, Founder of SIA Scotch Whisky, joins the show to talk about

  • The process Carin went through to kickstart the SIA brand, and being the first hispanic woman to found a Scotch brand.
  • The state of the spirits industry and how SIA positions itself and competes with other liquor brands in the beverage category.
  • The "bonsai tree" method of building your company, and the importance of "starting in your own backyard" when launching a brand.

Episode Transcript

Carin Luna-Ostaseski

Founder of SIA Scotch Whisky

Carin Luna-Ostaseski is one of the first Hispanic founders of a scotch whisky. Her journey as a first generation Cuban American challenged conventions every step of the way, and has inspired others to achieve the unexpected, a mantra that SIA Scotch Whisky now lives by.

In her mid-20s, Carin would not have considered herself a scotch whisky lover. But a friend encouraged her to try something new, and hosted a tasting for her, which changed her life. She then began a grand tour of her local spirits purveyor, sampling over 300 bottles of whiskies and scotches, and falling in love with the category, all while becoming a dedicated student of the spirit.

Carin started hosting tasting events to share her favorite blends with her friends and loved ones, and through this process she realized what the world was missing: an ultra-premium yet affordable and approachable scotch whisky, perfect for the connoisseurs as well as the curious. She wanted to change the way people thought about the category and challenge those old, stodgy conventions. What began as a casual pastime quickly became a life-altering passion.

Carin got down to business, but it wasn’t easy. There was rejection. Lots of it, and it would be a lie to say it didn’t challenge her. But there were also moments of hope – and that’s what pushed her forward.