(Photo: Biatch Tequila)
Within the glitzy landscape of club-friendly tequila bottles, tall-and-slender silhouettes like Clase Azul and Don Julio 1942 hold enormous sway over consumers. Lugged out at lively festivities surrounded by sparklers, these brands hold a near-monopoly over the celebratory agave spirits category. To stand out among the reigning champions, sometimes you need to go in the opposite direction.
Biatch Tequila, stylized on the label as "B!ATCH," aims to do exactly that. Housed inside an eminently Instragramable lip-shaped decanter, the 100% agave tequila has slowly climbed up the trending charts since its debut in May. Placed on a liquor store shelf, it's easy to imagine why.
Available now throughout the U.S., the brand offers a red wine-finished Rosa and Reposado, with a bejeweled Añejo and Extra Añejo set to roll out this fall. Those in search of something a little smaller can also pick up 100-milliliter "LiL Biatches" at $12 a pop (buy the Rosa and Reposado "LiL Biatches" here and here, respectively).
Though the tequila counts over 50 women in its investor group, the best way to understand Biatch's ethos is with an introduction to its larger-than-life founder.
'Aunt Sue' Spirits
[caption id="attachment_75554" align="aligncenter" width="600"] "Aunt" Sue Hrib (left) and Dr. Irina Kogan (right) visit the tequila distillery in Jalisco, Mexico. (Photo: Biatch Tequila)[/caption]
Following nearly a year of crowdfunding, Biatch was formally introduced at the end of May by Sue Hrib, "famously known as 'Aunt Sue' to most of the music industry of Atlanta," per her LinkedIn bio.
Before entering the tequila market, Hrib founded a global supply management company that she sold off in 2017. In addition to mentoring women-owned companies, the entrepreneur currently serves on the Board of Council for Usher's New Look, a non-profit founded in 1999 by eight-time Grammy award winner Usher.
Browsing through her social media presence, you get the immediate impression that Biatch Tequila is — if anything — a remarkably understated reflection of Hrib's personality. Captioned with hashtags like "#Suerority" and "#Suelebrity," you'll find Aunt Sue driving the streets of Atlanta in a bubblegum-pink Biatch Ferrari — a convertible, of course. Luxury cars and mansion pool parties feature prominently. Tucked between seemingly every post, you'll find Hrib posing alongside a who's who of celebrities including Lil Nas X, 2 Chainz, Zendaya, CeeLo Greene, Quavo and former president Jimmy Carter.
The connections have already paid off. Biatch was recently spotted in Vedo's 2023 music video "You & Me," while the brand says that more high-profile placements can be expected down the road.
"We are so excited for BIATCH to get in the hands of fierce women throughout the country. Between the impeccable taste and unique packaging, we are confident it will disrupt the spirits industry,” Hrib explained in a news release. “It’s been incredible working alongside a powerhouse group of women to make this premium tequila that not only tastes luxurious, but also carries a powerful message of empowerment and community.”
Behind the scenes, the female-led startup was made possible by an investment group that reportedly spans college students to former Army pilots; in a post made in March, the brand claims its youngest investor is only one and a half years old (an honorary investor, we assume).
With a portion of proceeds going toward supporting women's entrepreneurship, Biatch is now available online in 43 states and at select retailers in Florida, Georgia, Tennessee, Alabama, New Jersey, New York, California, Texas, Louisiana, and Washington D.C. If you'd like to learn more, find the brand's website here.
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"Aunt" Sue Hrib (left) and Dr. Irina Kogan (right) visit the tequila distillery in Jalisco, Mexico. (Photo: Biatch Tequila)[/caption]
Following nearly a year of crowdfunding, Biatch was formally introduced at the end of May by Sue Hrib, "famously known as 'Aunt Sue' to most of the music industry of Atlanta," per her LinkedIn bio.
Before entering the tequila market, Hrib founded a global supply management company that she sold off in 2017. In addition to mentoring women-owned companies, the entrepreneur currently serves on the Board of Council for Usher's New Look, a non-profit founded in 1999 by eight-time Grammy award winner Usher.
Browsing through her social media presence, you get the immediate impression that Biatch Tequila is — if anything — a remarkably understated reflection of Hrib's personality. Captioned with hashtags like "#Suerority" and "#Suelebrity," you'll find Aunt Sue driving the streets of Atlanta in a bubblegum-pink Biatch Ferrari — a convertible, of course. Luxury cars and mansion pool parties feature prominently. Tucked between seemingly every post, you'll find Hrib posing alongside a who's who of celebrities including Lil Nas X, 2 Chainz, Zendaya, CeeLo Greene, Quavo and former president Jimmy Carter.
The connections have already paid off. Biatch was recently spotted in Vedo's 2023 music video "You & Me," while the brand says that more high-profile placements can be expected down the road.