Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Carin Luna-Ostaseski, Founder of SIA Scotch Whisky, located in Napa, CA, USA.

What's your business, and who are your customers?

SIA Scotch Whisky is an unexpected blend for the modern palate, distinguished by its sweetly aromatic and refreshingly smooth characteristics. Since its launch on the crowdfunding site Kickstarter.com in 2012 and first appearing on shelves in 2013, SIA Scotch Whisky has been challenging conventions and inspiring others to achieve the unexpected.

My vision was to create a Scotch whisky that would change the way people thought about the drink. I wanted to build a modern brand that would challenge traditional notions and break barriers. A drink that is not only for your grandfather but for him, her, and them – the perfect blend for both the spirit connoisseur and the curious. In other words, SIA Scotch Whisky is best served in places and spaces where potential is poured, and friendships are celebrated.

Tell us about yourself

I set out to create a Scotch whisky brand that would change the way people think about the category. I decided to seek these new horizons in the form of a grand tour of my local whisky purveyor – 300 bottles of whiskies and countless tasting events; later, I became a dedicated student of this sublime spirit. Eventually, I left my 17-year career as a creative director and funded SIA Scotch Whisky on Kickstarter, pursuing my dream of becoming a successful entrepreneur and one of the first Hispanic people in history to create a Scotch Whisky company.

I used to think that Scotch was an overwhelming spirit with a strong taste. However, my interest sparked when one of my friends convinced me to try a select dram that completely shattered the Scotch stereotype for me. I realized that there was a brand out there for everyone – particularly those who don’t know they like Scotch…yet!

What's your biggest accomplishment as a business owner?

After launching SIA Scotch Whisky, we won a Double Gold at the prestigious San Francisco World Spirits Competition in 2014, which was an incredible honor. A couple of years later, my importer encouraged me to enter the Ultimate Spirits Challenge, arguably one of the most competitive ones out there. While award competitions bring recognition, the entry fees are often quite high, especially for smaller brands. Therefore, I declined to enter, considering money was tight. However, a few months later, I got a call from the importer that SIA Scotch Whisky had scored an impressive 96 points at the 2016 Ultimate Spirits Challenge. I was so happy and shocked and confused at the same time. I had never entered the competition. The importer entered SIA on our behalf, and I was so grateful they did because we beat pretty much all our competition, including some incredibly prestigious and well-known mega-brands. It was a completely transformative moment for me when I realized that not only is our liquid incredible – it’s multi-award-winning, and we need to shout that from the rooftops.

I also unapologetically believe that supporting entrepreneurs on their small business journeys is incredibly important. With only a 2% share of venture capital annually going to minority entrepreneurs (like myself) over the last decade and being a first-generation Cuban American, I am committed to supporting this community through the Entrepreneurial Spirit Fund by SIA Scotch, a grant program designed to help entrepreneurs of color receive the funding and mentorship needed to help launch or grow their business. The multi-year program, launched in July 2021, was inspired by my own personal journey as a Hispanic entrepreneur trying to secure capital and funding. To date, the Entrepreneurial Spirit Fund has donated over $350,000 to entrepreneurs of color across the country, helping them to build stronger companies and have a positive impact on their communities.

What's one of the hardest things that comes with being a business owner?

Disconnecting from work when you are your own boss. Sometimes we drown ourselves in our entrepreneurial journeys, and we forget to live in the present moment, missing important milestones and experiences in the lives of the people we love. Being a successful entrepreneur makes me proud, but being a mom is the single most important thing I have ever done. While it is undoubtedly exhausting and a challenge to balance being both, I find joy in striving to be a good role model. I launched SIA Scotch Whisky with the purpose of inspiring others to achieve the unexpected, and I want to instill that mentality in my children every single day.

Spend time with your loved ones and do whatever type of self-care fulfills you. It is the best way to reconnect with your inner self and restart your thinking. I personally love flying, so you are likely to find me flying a Cessna 172 whenever my thoughts need some clarity.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Think about starting your business plans with a partner, someone who complements your skills and with whom you are comfortable sharing ideas. Entrepreneurship can be a lonely road, so having someone you can trust by your side to divvy up responsibilities can be of great support, increasing productivity and balancing workload.
  2. Save more money than you think you’ll need. Remember, Plan A can go perfectly, but it can also go downhill. Anticipate and be prepared to go through some setbacks, including spending more money than you thought. Don’t get discouraged, though. Money is an important part of a business, but passion, determination, and perseverance are the drivers of your journey.
  3. Find your sense of community. Surround yourself with people you trust and feel connected to people that add to your life – both personally and professionally. I have found myself building stronger connections with my friends by simply sharing similar interests and supporting each other during difficult times.

Where can people find you and your business?

Website: https://www.siascotchwhisky.com/
Facebook: https://www.facebook.com/SIAScotchWhisky
Instagram: https://www.instagram.com/siascotchwhisky/

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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