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Darren Wingfield

Darren Wingfield

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Episode 120

There's GOOD Tequila and BAD Tequila

In this episode we speak to Paul Hayes, Co-Founder of Vivir Tequila.

VIVIR Tequila was born from the love of the Agave based spirit that two good friends (Paul and Nav) shared. A number of years ago they started to question why it was so difficult to find quality 100% Agave Tequila in the UK without going to a specialist bar or retailer. This was especially important for Paul as cheaper Mixto Tequilas are the only thing in the world he’s allergic to meaning he found it hard to drink any Tequila in the UK full stop.

Paul had already been working with Agave for over 16 years and knew the industry well. In 2016 they finally made the decision to change perceptions of Tequila in the UK and create their own line of premium 100% Agave Tequilas. It took them 3 years to develop as they wanted to get it right and in 2019 they finally introduced VIVIR Tequila to the UK.

During the recording, we discuss:

  • Paul's journey through the FMCG sector until the launch of Vivir
  • The Tequila boom on 2022 and 2023
  • The GOOD Tequila and the BAD Tequila
  • The community spirit of the FMCG sector
  • Supporting other start-ups and the challenges that some have faced
  • Having unexpected pivots due to COVID