1. What are the most challenging and rewarding aspects of your job?
Trying to compete with large companies that control the retail market. If you think about a cost-driven analysis, it is hard for a small business to compete with the efficiencies of large companies. One of the benefits of a small company is you can react quicker to consumer needs and be authentic.
Across the country, there are 127 knockoff or copycat brands of Travis Hasse Apple Pie Liqueur. I take this as a compliment because I created a new category in the spirits industry. Most large companies have no ability to create a real story or authentic feel to a brand. They just rely on forcing shelf space with distribution and big advertising budgets. It is a great feeling when your brand sticks out as the premium and original to the consumer.
2. Who do you look up to or admire in business?
Zeus Arreguin, owner of E3 Coaching Madison. Zeus is the guy who is always at his business even though he holds a full-time job as a counselor. Fitness and living a healthy lifestyle are passions of mine, and I am always amazed how Zeus is able to coordinate multiple athletes’ weekly workouts, send out newsletters, coordinate events, volunteer in the community, and help others figure out their lives. He has the ability to stay focused and lead others to accomplish their goals. I can only admire and try to learn from his abilities.
3. What has been the high point of your career so far?
The first time I walked into a grocery store and saw my bottle on the shelf for sale. Everyone loves to see the end result of their hard work. I borrowed $10,000 from my mom with a dream to develop a liquor brand. Tell me how many other moms would say, “You’re crazy.” She believed in me, all that hard work came to a reality, and it was one of the best feelings of accomplishment I have ever experienced.
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4. Thinking back on your career, what advice would you give your 21-year-old self?
Be fearless but manage your cash flow more responsibly. Somehow it always seemed to work out, but I had to use some pretty creative money-managing techniques to pay bills and make payroll. I do believe my ignorance was bliss, but it also came with a lot of stress and sleepless nights. Seek some help from other small business owners or ask what worked for others. Everyone loves to make a profit, but cash is king for startups.
5. Do you have any secret talents or abilities that people would be surprised to discover?
I think what people would find most ironic is that I manage the Missouri Tavern and market Travis Hasse Distilling Co. and I do not drink alcohol. I have a very manageable and nonfatal disease called hemochromatosis, which means my liver does not extract iron from my body. I try to eat as many whole foods as possible and drink a lot of water to maintain my iron levels. Obviously, I am not against alcohol if consumed in a responsible manner, and on a certain occasions, or if you catch me in a good mood, I will enjoy a shot of Hasse Apple Pie with you.
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