Scaling Your Tribe. The Komos Way.
Apr. 25, 2025 at 4:18 PM
How do you cultivate a loyal following through organic growth and word-of-mouth buzz and without leaning on celebrity endorsements or splashy marketing campaigns? It’s the Komos way.
In this episode, Ria Soler, the director of education and global advocacy for luxury spirit brand Tequila Komos, talks about how the company has focused on organic growth, thoughtful distribution and authenticity to stand out in an increasingly crowded market.
Show notes:
Interview: Ria Soler, Director of Education and Global Advocacy at Tequila Komos – At the Nassau Paradise Island Wine & Food Festival last month in The Bahamas, Ria talks about how Komos brings a winemaker’s finesse to the world of agave spirits, blending traditional tequila craftsmanship with a sophisticated, global outlook. She also offers a candid look into Komos’s multifaceted approach to brand building, how it embraces product placement in popular television shows from The White Lotus to The Real Housewives, and why “all press is good press” as the company expands visibility. Ria also talks about why at the heart of Komos’ growth is a strong focus on distributor relationships, where trust and mutual respect are essential – especially during its transition into Gallo’s network. She shares the value of ride-alongs with sales reps, even if it means braving a few dirty cars, and explains why her communication style is rooted in listening and adaptability.
Brands in this episode: Tequila Komos, Orin Swift, Fortaleza, Chartreuse, Don Julio, Avion, Aviation Gin
