Why am I Here?
I spent the last 22 years working
around the globe and blessed to discover
so many places, people and products,
and I can truly say that we are all a
MESH of one courageous spirit..
all of us made of flesh and BONE.
I started this company to spread this
Scott harvesting Sotol. Chihuahua, Mexico
The Journey Begins
I’ve been amazed to see how simple products can serve as gateways to understanding different cultures.
I saw this especially with food and drink, and my strongest
connections with locals usually happened over a bottle of their native spirit.
It was surprising how many of these spirits were unknown to the outside world…even though they were incredible! I wanted to share these treasures with the world.
I dropped out of
I spent the next few years traveling the globe trying to find the best
hidden treasures. I didn’t have any industry contacts, so I just cold-called
and literally walked up to the distiller front doors across the globe. No clue. Just a smile and a bad haircut!
Closing a deal with a 200+ year old Japanese Shochu maker was the most challenging. I was asking them to let me brand their ancient formula. It took me 3 years of dinners and friendship before
they finally announced they would work with me.
Scott’s first impression of Airag (made from fermented mare milk)
Make Epic Sh*t Happen
We wanted to create a brand that everyone
could join and share with each other…
Global products like vodka, whisky, rum,
tequila. procescco—but find something
Most of what we saw on shelf was all
the same….I personally got really inspired by what my friends were doing out in Silicon Valley disrupting big industries and I thought…
what if we could disrupt the whole alcohol industry..
…that shit would be epic!!
I signed my life savings away...What?
Bill, my former boss, ran big global brands like Pepsi and Stoli Vodka. He taught me all the fundamental of creating successful brands; from testing, audience segmentation, and measuring. I remember calling him and asking him about my new company.
Bill said…”Do everything I taught you and comb your hair.”
I remember writing over my life savings to order the first product. We had
tested the crap out the product and I knew it would win. I wrote out the
check without a drip of sweat on my brow, but I had to change my shorts.
- Side of Highway U.S.A
Fear & Success