Inspired by Purpose - A Conversation with Mara Smith of Inspiro Tequila

Every great spirit begins with a vision. For Mara Smith, founder and CEO of Inspiro Tequila, that vision was to create a premium tequila that celebrates life's meaningful moments while challenging traditional expectations of the spirits industry. By combining exceptional craftsmanship with a fresh perspective, Inspiro Tequila has become a brand that encourages people to slow down, connect, and savor every sip.

Interview with Mara Smith CEO & Founder of Inspiro Tequila

In this interview, Mara shares the inspiration behind Inspiro Tequila, her journey as an entrepreneur, and the lessons she's learned while building a brand with intention. From navigating the beverage industry to staying true to her mission, her story is one of resilience, innovation, and purpose.

Can you share the story behind why you decided to start your company?

I am a mother of three and a former attorney and corporate strategist. I practiced law at a large law firm before moving to the corporate strategy group of a Fortune 500 Company. When my twins were born prematurely, I made the difficult decision to leave my corporate career to stay home.

For years I contemplated starting my own company and in 2020, I finally realized my dream by starting Inspiro Tequila.

I started drinking tequila when I was looking for a "better-for-you" adult beverage. I discovered that all of the tequilas I was drinking contained undisclosed additives like sweeteners, coloring and glycerin. I searched for an additive-free tequila brand that had a taste, look and messaging that appealed to me and thoughtful female consumers like me. That perfect tequila didn't exist, so I decided to create one.

The goal was not just to craft clean, impeccable tequilas but it was also to provide more female perspectives to the spirits industry by having women involved in every aspect of the company. Inspiro Tequila is proudly distilled, owned and led by women.

How do you think your background and identity have influenced the way you run your business in the alcohol industry?

I think I have an outsider's perspective so I'm able to look at things through a new lens. My legal background has helped me navigate all of the complicated laws and regulations. My corporate strategy background, allows me to take a customer centric approach in everything we do. I graduated with an accounting degree and got my CPA. Therefore, I am very focused on the numbers and analyzing on a continuous basis how we are doing in each market and what marketing efforts are effective.

What were your biggest challenges when you got started, and what is your biggest challenge right now?

I started Inspiro Tequila right before Covid so I was unable to get to Mexico for production. It was really hard to perfect the product without going to Mexico for a tasting. In fact, after the first run they sent me samples and I was really unhappy with them. It was suggested that maybe we just blend that run and another one. To me that was taking something bad, mixing it with something good and coming out with something mediocre. I chose to scrap the whole run which set us back six months. Luckily, after that we mastered the product.

Right now the biggest challenge is building brand awareness as a small brand that does not have a lot of marketing dollars. We work hard to show up as much as possible to educate people on our clean, additive-free tequila.

What advice would you give to other aspiring entrepreneurs from diverse backgrounds who are interested in entering the alcohol production industry?

Do your due diligence! I always advise to learn as much as you can about all aspects of starting an alcohol brand from how the spirits industry operates to production methods, logistics, sales channels, regulations and marketing. There is so much to learn but it's important to be as informed as possible.

The second thing I recommend is to build a community. Starting your own company is a lonely endeavor and I find it best to have a community of other founders to learn from. I have a great group of women in spirits and we collaborate and share resources. You really can't do it alone.

What inspires you to keep going when things get hard?

When we get positive customer feedback that they love the product that is what keeps me going. To me there's nothing better than working at tastings and hearing the feedback from our consumers.

Is there anything else you'd like us to know about you or your company?

Inspiro Tequila is certified women-owned by WBENC, and we're powered by an all women team. We are also a Certified B Corp as a social impact company for our commitment to elevating other women in business.

Shop Inspiro Tequila - https://inspirotequila.com/collections/tequilas

Find Inspiro Tequila in a store near you - https://inspirotequila.com/pages/find-us

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Mara Smith's journey is a testament to the power of pursuing a vision with authenticity and determination. Through Inspiro Tequila, she has created more than a premium spirit - she has built a brand that celebrates craftsmanship, meaningful connections, and intentional living. Her commitment to innovation and excellence continues to inspire both entrepreneurs and spirits enthusiasts alike.

We're grateful to Mara for sharing her story, insights, and experiences with the HopScotch & Grape community, and we look forward to seeing what's next for Inspiro Tequila.

Cheers to pursuing your passion with purpose and creating something worth sharing. 🥂

Because Diversity is the taste of life®!

Remember to enjoy responsibly.