Raising a Glass to Boldness - Sue Hrib & the Story of BIATCH Tequila

Some brands play it safe, and some brands kick down the door. BIATCH Tequila is unapologetically in the latter category. Founded by Sue Hrib, a powerhouse entrepreneur with a fearless spirit, BIATCH Tequila is more than just a premium tequila—it’s a statement. Designed for those who refuse to be silenced, this brand embodies confidence, independence, and an unapologetic zest for life.

Interview with Sue Hrib CEO & Founder of BIATCH Tequila

We sat down with Sue to talk about the inspiration behind BIATCH, the journey of building a disruptive spirits brand, and what’s next for this trailblazing tequila.

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

It all started with a bottle. I did research to see if I could make a brand that was about women empowerment as a whole. I have been an investor of 15 women-owned businesses and have always had a passion for supporting women. Having been an entrepreneur who sold their own business in 2017, I knew that starting a new company and raising funds for women was difficult, but I was up for the challenge and made it happen!

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

My background as a serial entrepreneur has most definitely allowed me to take risks and not be afraid of barriers in this male-dominated industry of spirits. I’m not afraid to take risks, and I don’t let barriers hold me back. If anything, they push me to go harder. This business can be tough, but I’ve learned that success comes from trusting my instincts.

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

One of the biggest challenges of any spirits brand is validating your brand with your audience. Women love our brand and are telling others about BIATCH, buying our product over and over again. I would say our biggest challenge today is getting into the closed liquor markets. We are not following the traditional rules, so we are going around the roadblocks and moving forward, despite the challenges that may come our way.

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

The most important piece of advice I can give is, “always do your research.” This industry is very complex, with almost all 50 states having their own unique regulations. What works in one place might not fly in another, so understanding the rules in each market is crucial to being a successful business. Also, it’s important to not overlook online and social media marketing; it’s the fastest and most direct way to connect with your core audience. In today’s world, a strong digital presence is a necessity in making sure you are targeting and connecting with your direct audience.

What inspires you to keep going when things get hard?

Because I am a serial entrepreneur, it is in my blood to keep forging ahead even when times get tough. I truly believe that hard times make you smarter and stronger. Persevering is the best thing you can do in these times of struggle. Success isn’t about avoiding obstacles, it’s about facing them head-on, learning from them, and coming out even better on the other side.

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

BIATCH launched in 2024 and in its first seven months, they sold over 70,000 bottles and experienced a significant surge in growth, with a 30% increase in sales in January 2025 – even during “Dry January”. The female-led brand is now available in over 600 retail locations across the U.S. We reached our first $1M in revenue in the first 7 months of business and we learned that we only need eyes on the brand in order to sell. BIATCH Tequila is proudly led by almost all women and we have over 75 female investors.

Sue Hrib didn’t just create another tequila—she created a movement. BIATCH Tequila is a call to embrace your power, stand your ground, and toast to those who do the same. Whether you’re sipping it straight or mixing up a bold cocktail, this is a tequila with attitude. Be sure to check out BIATCH Tequila at biatch.com and follow them on social media @biatchtequila to stay in the loop on all things bold and boozy.