Interested in starting your own entrepreneurial journey in whisky but unsure what to expect? Then read up on our interview with Bret Lugo, Chief Design Officer & Co-Founder of Shibui Whisky, located in Beverly Hills, CA, USA.
What's your business, and who are your customers?
Shibui Whisky is the unconventional union of cosmopolitan entrepreneurial spirits and traditional master distillers collaborating to bring exclusive Japanese whisky selections to the American market. Using industry relationships nurtured over 20 years and sampling 1,400 whiskies over three years across two different regions of Japan, the four-founding Shibui team members and its four distillery partners were established. During this time of research and discovery, I began creating the brand's visual identity and voice before launching in 2020 with nine unique expressions.
We strive to offer a wide selection of whiskies with varying flavors, blends, and price points to appeal to everyone, from the adventurous newbie to the whisky enthusiast; our customer base ranges in age, preferences, and socioeconomic status. From the mid-30 impressionable hostess to the sophisticated older gentleman, Shibui offers a whisky expression for a broad demographic. However, since most of our products are above USD 100, most consumers are affluent, more senior professionals.
Tell us about yourself
After pursuing a fruitless career in the entertainment industry in my early 20s and feeling fatigued by its unpredictability, I was led to reevaluate my path forward. Although being in front of the camera initially excited me, I developed a curiosity to understand the creative or technical elements that compose the final result. From observing photographer friends retouch images and assisting on photo shoots to watching videographer friends direct talent and color correct in post-production, that curiosity became a passion. Finally, I realized I could quench my thirst for creativity and cultivate my skills into a lucrative career. That ultimately compelled me to pursue a degree in Graphic Design, and I haven't looked back!
Before graduating, I secured a Junior Designer position at a non-profit through a professor's recommendation. After securing my role and honing my skills, I became Interim Art Director upon that position's vacancy due to maternity leave. Throughout my time there, I accumulated an impressive portfolio and field experience that enabled me to foster my freelance efforts and eventually thrive from a consistent flow of business. I then established my own freelance design business and partnered with several creative agencies as talent-for-hire, where my network, skillset, and knowledge continued to expand. Through this expansion, the entrepreneurial drive and opportune timing between our Co-Founders, Shibui Whisky, was born.
What's your biggest accomplishment as a business owner?
Launching a brand during a global pandemic to rave reviews, earning a record number of accolades in our first nine months with 15 medals and 19 scores of 90 or above from international spirits competitions and world-renowned experts, feels like quite an achievement.
What's one of the hardest things that comes with being a business owner?
Managing expenses and incalculable expectations are undoubtedly a challenge for any startup. As much as you try to forecast or create a successful business model, unforeseen events can throw you off course, but remaining vigilant and adaptable is key to overcoming those challenges.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Do your research.
- Learn from your mistakes, and don't be afraid to make them.
- Build a strong team of people that are eager to grow with you.
Where can people find you and your business?
Website: https://www.shibuiwhisky.com/
Instagram: https://www.instagram.com/bretlugo/
LinkedIn: https://www.linkedin.com/in/bretlugo/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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