9×90 Episode #28

Listen to this episode using your favorite app

⚖️ Legal Disclaimer

All opinions expressed by the guests are their own. 9×90™ and its affiliates do not endorse or guarantee any specific outcomes discussed in this episode. This podcast is for informational and entertainment purposes only and does not constitute financial, legal, or investment advice. Listeners should conduct their own due diligence and consult with professional advisors before making any investment or business decisions. Nothing discussed in this episode constitutes an offer to sell, or a solicitation of an offer to buy, any securities. Any such offer or solicitation will be made only through official offering documents and to qualified, accredited investors, in accordance with applicable securities laws. The views expressed by guests are their own and do not necessarily reflect those of the host or 9×90™.

About this episode

In this episode, Adi Soozin sits down with Aunt Sue, the founder and visionary behind BIATCH Tequila—a 100% woman-owned brand unapologetically disrupting the $400B spirits industry. From the bold, lip-shaped bottle to its empowering mission, Aunt Sue shares how she transitioned from ERP consulting to tequila, leveraging her supply chain expertise and passion for supporting women entrepreneurs. You’ll hear how BIATCH is more than a drink—it’s a movement. Sue dives into trademark strategy, the story behind the brand’s provocative name, building a brand in a male-dominated space, mentorship, philanthropy, PR, e-commerce growth plans, and their current Series A raise. If you care about bold branding, authentic leadership, or breaking glass ceilings—this episode is for you.

About this episode

For those of you who do not know Aunt Sue, she is:

1. Founder & driving force behind BIATCH Tequila
   Sue Hrib founded BIATCH Tequila, a 100% woman-owned spirits brand, and boldly launched it in the male‑dominated $400 billion liquor industry. She built it around a strong “she economy” ethos, with a distinctive lip‑shaped bottle and an empowering mission that challenges norms.
2. Scaling via e‑commerce and Series A capital raise
   Rather than relying on traditional distributors or retailers, Sue spearheaded BIATCH’s direct-to-consumer e‑commerce strategy—driving significant sales and loyal customer engagement. Under her leadership, the company entered its Series A funding round, seeking $10–15 million to expand its footprint in existing markets—with impressive revenue generated in its first nine months without heavy promotional giveaways.
3. Mentorship, investment, and influence in creative ventures
   Beyond spirits, Sue is known as “Aunt Sue” in the Atlanta music scene—acting as a mentor, investor, and supporter of emerging artists. Her philanthropic and advisory roles have helped numerous creatives find their footing. Plus, her entrepreneurial success has supported her accumulating an estimated net worth of over $25 million.

Show Notes Generated by Gemini

These show notes were generated by AI

Biatch Tequila Introduction Adi Soozin introduced Aunt Sue, the founder of Biatch Tequila, a 100% women-owned tequila brand known for its premium quality, female empowerment mission, and iconic lip-shaped bottle. Adi highlighted the brand’s disruptive potential in the spirits industry and Aunt Sue’s unique approach of growing the brand without tastings. Aunt Sue expressed excitement about being on the show and mentioned a large art piece resembling their special edition bottle.

Personal Brand Alignment and Female Empowerment Adi Soozin noted the alignment between Aunt Sue’s personal brand, characterized by unapologetic femininity, and her business. Sue Hrib discussed her experiences in male-dominated industries like oil and gas, including wearing a pink hard hat and steel-toed high heels. She emphasized the importance of female empowerment and how her business provides opportunities for women investors and challenges traditional notions of femininity.

Navigating Male-Dominated Spaces Adi Soozin and Sue Hrib discussed the experience of women in male-dominated spaces, highlighting the need for high-quality male allies and the importance of owning one’s femininity. Sue Hrib mentioned that men often feel comfortable talking openly around her, sometimes seeing her as “one of the guys”. They also touched on the power and strength of their female friends and networks, often surprising men with their capabilities.

The Value of Strong Networks Adi Soozin and Sue Hrib emphasized the importance of being surrounded by strong, accomplished individuals, recalling experiences at events like those hosted by the Opal Group and the 1640 Society. They noted that at such levels, collaboration and mutual respect prevail over petty rivalries. Sue Hrib shared her belief in manifesting desires by speaking them into the universe, often leading to unexpected connections.

Resilience and Avoiding Drama Adi Soozin and Sue Hrib discussed the resilience required in business and the importance of not sweating the small stuff. Sue Hrib stated that she avoids drama to stay focused on her billion-dollar industry goal. Adi Soozin echoed this sentiment, emphasizing a zero-tolerance policy for public catfights and the need to remain professional, especially at higher levels of success.

Long-Term Vision and Treating Everyone with Respect Sue Hrib highlighted that her business thinking is always long-term. She emphasized the importance of treating everyone with kindness and respect, as one never knows who people are. Adi Soozin shared a personal mantra about not making enemies of allies.

Transition from ERP Consulting to the Spirits Industry Adi Soozin inquired about Sue Hrib’s inspiration for switching from a successful career in ERP consulting to the spirits industry. Sue Hrib explained that her passion for women empowerment and her innate entrepreneurial spirit drove the change after selling her oil and gas company. She sought to combine her business acumen with her desire to support women entrepreneurs.

Building a Woman-Centric Tequila Brand Sue Hrib detailed how she melded her supply chain management experience with her passion for women entrepreneurship to create Biatch Tequila. She recognized a gap in the market for a liquor brand marketed to women and intentionally built the brand with female empowerment at its core, leveraging her connections in media and entertainment. The brand launch was likened to a highly anticipated album release, generating significant excitement.

Marketing and Standard Operating Procedures Sue Hrib emphasized the importance of marketing and her consistent application of standard operating procedures (SOPs) in her business. She described her regular cadences for meetings and the daily tracking of numbers to make necessary adjustments. Adi Soozin corroborated this, highlighting that early-stage entrepreneurs often overlook the crucial role of SOPs and a go-to-market strategy.

The Necessity of Action and Strategy Over Hope Adi Soozin shared an anecdote about a friend who expected investors without implementing basic marketing and PR strategies. Sue Hrib agreed, stating, “Hope is not a strategy” and emphasizing that business success requires calculation and measurement. They both stressed that investors look for founders who demonstrate an understanding of fundamental business practices.

Self-Advocacy and Confidence for Women in Business Sue Hrib and Adi Soozin discussed the tendency for women to understate their achievements, hindering their ability to raise capital. Sue Hrib shared an exercise she uses to encourage women to believe in their company’s potential. Adi Soozin recounted an example of a confident man with no experience successfully gaining the attention of bank executives, contrasting it with the more cautious approach of experienced women. Both emphasized the critical need for women to practice and embrace self-advocacy.

Investing in People and Coachability Sue Hrib explained her investment philosophy, stating that she primarily invests in the person rather than just the idea. She looks for coachability as a key trait, believing that someone with enough knowledge and the willingness to learn can execute a great idea. Adi Soozin shared experiences where potential mentees failed to follow initial guidance, highlighting the importance of being receptive to mentorship.

Seizing Opportunities and Perseverance Adi Soozin and Sue Hrib agreed on the importance of being opportunistic and taking advantage of available opportunities, even when tired. Sue Hrib discussed her perspective on the word “no,” seeing it as a challenge to find a way to “maybe”. Adi Soozin described her strategy of seeking multiple opinions when faced with an obstacle. Sue Hrib humorously mentioned her own determination to overcome roadblocks.

Leveraging Networks and Identifying Emerging Markets Adi Soozin shared the advantage of having a large extended family for gaining insights into emerging real estate markets by asking simple questions about infrastructure development. This approach helps identify areas with pro-development initiatives. Sue Hrib jokingly suggested Adi Soozin should come to Atlanta to help with real estate opportunities.

Criteria for Investing in Women-Owned Businesses Adi Soozin asked Sue Hrib about her specific criteria for investing in women-owned businesses beyond getting along and coachability. Sue Hrib emphasized the importance of the founder’s personality and their ability to articulate their vision. She expressed reluctance to invest if a “nerdy engineer” with a strong ego is the CEO, preferring leaders who are flexible and can adapt quickly. Sue Hrib looks for entrepreneurs who demonstrate strengths in areas where she excels.

The Synergy Between Marketing and Sales Adi Soozin and Sue Hrib discussed the critical relationship between marketing and sales, lamenting the common disconnect between these teams in many companies. They agreed that marketing’s role is to nurture leads significantly before handing them off to sales for closing. Sue Hrib shared her efforts to educate her team on this principle. They also touched on how e-commerce has amplified the importance of effective marketing.

Accountability in Marketing and Understanding the Target Audience Adi Soozin highlighted the need for accountability in marketing and criticized young marketers who prioritize aesthetics over driving sales. Sue Hrib shared her insistence that the Biatch Tequila bottle be the central focus of their advertising to ensure brand recognition and drive purchasing decisions. They both emphasized the importance of creating a feeling or connection with the product to achieve success.

Biatch Tequila as a Female Empowerment Movement Adi Soozin noted Biatch Tequila’s role as a female empowerment movement and asked how the brand actively supports women. Sue Hrib detailed her intentional efforts to have an all-female initial investor base (including 20% minority women), team, and vendors. She believes this authenticity resonates with their female target audience. She also mentioned her goal of making 50 women millionaires through these opportunities.

Future Product Line and Trademarking Strategy Adi Soozin inquired about the possibility of Biatch Tequila expanding into whiskey and vodka. Sue Hrib revealed her foresight in trademarking “Biatch” for all alcohol and agave spirits, similar to Beyoncé’s comprehensive trademarking strategy. She also secured the trademark for their lip logo. This proactive approach aims to protect the brand and facilitate future expansion or acquisition.

The Importance of Securing Domain Names and Trademarks Early Sue Hrib shared her experience of securing the biatch.com domain name through a third party, referencing the significant cost HomeAway paid for their URLs to emphasize the necessity of such investments. Adi Soozin recounted BCG’s thorough approach to buying multiple variations of a fintech company’s name. Both stressed the importance of securing trademarks and domain names early to avoid future complications and inflated costs.

Strategic Public Relations from the Outset Sue Hrib emphasized the importance of starting public relations efforts early to generate buzz, contrasting it with companies that wait too long. Adi Soozin highlighted the accessibility of PR through consistent podcast appearances and speaking engagements, which can significantly boost credibility and attract attention. Sue Hrib underscored the need to actively manage PR efforts to ensure they target the desired markets.

The Controversial Name “Biatch” and Its Intentional Meaning Adi Soozin addressed the controversial nature of the name “Biatch”. Sue Hrib explained that the name emerged from a group text and was intentionally edgy, aiming to redefine the word as representing a fierce, unapologetic woman who owns her space. While acknowledging some initial rejection, Sue Hrib emphasized the polarizing yet engaging nature of the name, drawing a parallel to Elvis’s manager profiting from “I hate Elvis” merchandise.

Philanthropic Efforts and Business Alignment Adi Soozin shifted the conversation to Sue Hrib’s philanthropic involvement with organizations like the Carter Center and Usher’s New Look. Sue Hrib explained that while these efforts aren’t directly linked to sales, they provide valuable networking opportunities and access to influential circles. She shared a story of how attending Rosalynn Carter’s funeral led to a crucial connection with a liquor industry lobbyist, significantly boosting Biatch Tequila’s distribution in Georgia and Tennessee. Adi Soozin then offered a connection to the alcohol lobbyist in Florida.

The Inspiration Behind the Lip-Shaped Bottle Adi Soozin inquired about the origin of Biatch Tequila’s distinctive lip-shaped bottle design. Sue Hrib credited the iconic nature of red lips as the inspiration, associating them with womanhood, power, and happiness. She hopes the lip shape will eventually become synonymous with the Biatch brand. This led to a lighthearted discussion about personal symbols and branding.

Impact of Media Exposure on Brand Growth Adi Soozin asked about the influence of Biatch Tequila’s presence in movies, reality shows, and music videos on the brand’s growth and consumer perception. Sue Hrib explained that her long-standing mentorship relationships within the Atlanta music scene, particularly with emerging female rappers, have facilitated these media placements. She also touched on her protective stance towards women in the industry, recounting an instance of confronting someone for inappropriate behavior.

Mentoring Young Women Sue Hrib discussed her long-term involvement in mentoring young women, similar to her work with Usher’s New Look. She emphasized the need for mentors for aspiring entrepreneurs and artists, especially those who are first-generation college students, to provide guidance and support without expecting anything in return. Sue Hrib highlighted the simple promotional actions she encourages them to take.

Bach Tequila’s Goals and Strategy Sue Hrib outlined her ambitious goal to grow Bach Tequila into a billion-dollar business, noting the spirits industry’s unfamiliarity with their approach. She emphasized their strong e-commerce strategy through various online platforms, which has led to significant sales without relying on traditional national distributors or retailers, demonstrating customer loyalty. Sue Hrib stressed the importance of understanding and responding to their customers and acknowledged the significant influence of the “she economy”.

Recommendations for New Entrepreneurs When asked for recommendations, Sue Hrib stated her preference for podcasts and books authored by individuals with proven success rather than purely theoretical works. She valued learning from real-world experiences and cited her research into successful brands like Olipop as a practical approach. Sue Hrib advised against reinventing the wheel and suggested focusing on effective, established strategies for growth.

Investment Opportunities in Bach Tequila Adi Soozin inquired about investment opportunities, and Sue Hrib indicated that LinkedIn is the best platform for interested investors to reach out. Bach Tequila is entering its A round of funding, aiming to raise between $10 and $15 million, with a minimum investment of $250,000. Sue Hrib expressed confidence in the company’s growth trajectory and the potential of the raised capital to expand sales in existing distribution states, highlighting their significant revenue in the first nine months with minimal promotional giveaways.

---

Listen to this episode using your favorite app

⚖️ Legal Disclaimer

All opinions expressed by the guests are their own. 9×90™ and its affiliates do not endorse or guarantee any specific outcomes discussed in this episode. This podcast is for informational and entertainment purposes only and does not constitute financial, legal, or investment advice. Listeners should conduct their own due diligence and consult with professional advisors before making any investment or business decisions. Nothing discussed in this episode constitutes an offer to sell, or a solicitation of an offer to buy, any securities. Any such offer or solicitation will be made only through official offering documents and to qualified, accredited investors, in accordance with applicable securities laws. The views expressed by guests are their own and do not necessarily reflect those of the host or 9×90™.

---

Come on the show

Fill in this application to apply to come on the 9×90™ show: https://9×90.co/apply-now/

---