Hello Asher. How’s life?
Some days you’re the hammer, other days you’re the nail.
What’s your schedule like at the moment?
I’m being pulled in a lot of directions but I think any founder will tell you that you never as though you’re doing ‘enough’
Tell us about Broken Barrier Tequila. You’re in pre launch and raising SEIS Investment. Can you explain what that means to people who may not know?
Yes, so Broken Barrier super-premium 100% agave blanco tequila infused with Blood Orange, Vanilla, Ceylon Tea and Orange Blossom. There’s a huge global surge within super-premium tequila and flavoured spirits but there is still a disconnection between the two and a European audience. SEIS investment is for early-stage brands looking to raise capital, the benefits are really favourable for the investor which in turn helps the brand in raising while not having their ownership of the business too diluted.
Before Broken Barrier, you founded Enjoy Rogue. Tell us about that.
Yes, a jam and marmalade brand that I started at a farmers market in S. Wales that went on to win listings with a few of the larger grocers and export markets. A cocktail of issues in the market meant that after 5 years the business no longer being viable - tasted unreal though. Broken Barrier is an opportunity to achieve what I couldn’t with Rogue including championing inclusivity, social responsibility and partnering with 1% for the planet.
Last question, does your job make you feel good?
I love everything that Broken Barrier Tequila has the opportunity to be. I couldn’t think of anything I’d rather do.
Keep an eye out the launch of Broken Barrier Tequila, coming soon...