Today we’d like to introduce you to Rafi Hannouche.
Hi Rafi, we’d love for you to start by introducing yourself.
Some years ago, friends of mine set out to build a Tequila Brand. They created a bottle design and started a company but struggled with finding a distillery and executing a business plan. I had been a Tequila aficionado for years by that point, so after seeing them struggle for two years, I was inspired to step in and take over the leadership of the brand by grounding the company with strong business fundamentals. I brought a business and marketing mentality to the company, which boosted the label, therefore propping it up to where it is today. I restructured the company and sought out experts. This is when I reached out to a colleague of mine, Charles Harris, and asked him to join the company and find a master distiller. We had one obsessive goal in mind, to make the smoothest, ultra-premium tequila on the market. While Charles was working on our flavor profile, I was working with the lawyers securing a name and working with a factory on the newly designed luxurious bottle. Time went by, and we painstakingly perfected our designs and formula. We had sample tastings, and when people would try our formula, their eyes would widen, and they would resoundingly say “smooth”. Our goal was now closer, to have an award-winning tequila in a beautiful luxurious bottle.
We officially launched Tequila Gran Diamante in 2020, at the beginning of a pandemic, going door to door and liquor store to liquor store. Despite a lot of our competition and no celebrity backing, we landed over 200 locations in 5 months. We started to gain attention; the big players couldn’t ignore us anymore. Late last year, we got approached by the second-largest distributor in North America, and we are signing up with them. This will help expand the brand nationwide. Today Tequila Gran Diamante is an award-winning luxury tequila, and over the past year, it has won 25 awards. We are now going through the next phase, and with that comes challenges in expanding our sales team, increasing inventory, and expanding distribution.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Launching an ultra-premium luxury tequila takes grit and hard work – so obstacles and challenges have been plentiful. Keeping my famous motto in mind “nothing but the best”, we had issues maintaining the quality of the bottle in the manufacturing process, but we eventually worked out the kinks along the way. We refined an elegant bottle and got it on the shelf without cutting any corners. Launching at the beginning of the pandemic, we hit more struggles due to lockdowns and supply chain issues, such as not having enough product because manufacturing grinded to a halt. Many businesses and brands collapsed, but we overcame it but at great sacrifice. Starting a brand-new business from the ground up was a struggle and a big challenge. But like everything else I have accomplished, I knew nothing would come easy, and that struggles were a part of the journey. It takes patience to see your vision come true.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I began my business endeavors at the age of 20, and learned about the signage business from my father and used that knowledge to create Beyond Image Graphics, Inc. – a printing and graphic design company that started in a 600-square-foot space with just one printer and has since grown into a 6,000-square-foot building with thousands of clients. Beyond Image Graphics has been operating for 25 years and provides its services to corporate executives, marketing agencies, and production designers. As a serial entrepreneur with a creative soul and natural-born leadership qualities, I have clear long-term business goals that helped position the success of Tequila Gran Diamante. I earned a name and respect within the entertainment industry for high-quality printing, knowledge of materials and production, quick turnarounds, determination, dedication to the projects, and of course legendary graphic design work. All this experience has helped me put together a solid action plan, with my expertise and hard work, I put together a brand development and management company called Royal Ventures Group and our first spirit is Tequila Diamante (with more in the pipeline). My ultimate goal for Royal Ventures Group is to replicate my success with Diamante and aid other ventures around the world in blooming. With Royal Ventures Group established, I have taken on my greatest pursuit of all: the ultra-premium, top-shelf tequila brand Tequila Gran Diamante – a uniquely bottled luxury tequila line. I am so excited to utilize my experience and network to help drive Tequila Gran Diamante to top of shelf.
Contact Info:
- Website: www.tequiladiamante.com
- Instagram: @tequiladiamante
- Facebook: https://www.facebook.com/tequiladiamante
- Other: TiktTok – @tequiladiamante
