I recently spoke to Adam Millman and Danny Neeson, co-founders of DE-NADA Tequila.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks or challenges have been most instrumental to your growth?

Adam: Hi Adam, thank you for the opportunity to be here. I am originally from Rockland County, New York, and met Danny during our freshman year at Tulane University. Originally, my dream was to be in the music industry, and my first professional job was at a record label. Danny and I became great friends and fraternity brothers, and ultimately decided to work together on an eco-friendly, sustainable clothing line called “Pine Outfitters.” We worked on developing Pine all throughout college, and ultimately decided to put an end to that chapter and go all in on “De-Nada.” For us, Pine served as the best business education one could ask for. I personally don’t view this as a failure, but rather an educational experience. With De-Nada, we have encountered many challenges. It was difficult to enter the spirits business at such a young age, given the number of large conglomerates which control most of the market. 

Additionally, navigating the system, and remaining compliant with all US and MX regulations, proved to be tricky at certain points. At the end of the day, I believe that Danny and I are really good business partners, and we are able to overcome any challenges that come our way. We are nimble, able to adapt, and build strong teams that surround us and help us get from point A to B as efficiently as possible. 

Danny: It’s been a long road to where we are, but beyond worth it, and so rewarding. The biggest lessons learned have been to have thick skin to and always stay true your vision, passion, work ethic, and commitment to getting the job at hand done. There are a ton of nay-sayers out there, but those are the ones that make me more motivated to prove our point. It’s also very important to celebrate the small victories. 

Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?

Adam: In college, Danny and I felt that our demographic strongly gravitated toward tequila; however, most brands were both expensive and filled with additives and artificial colorings. We wanted to change the perception of what “good” tequila is among the Millennial and Gen Z demographics, so we set out to Mexico with the intention of finding the perfect distillery with which to partner. If you want to come up with a great idea, the first step is to find a need or pain point for consumers. If you can identify a need for something, you can service it, and ultimately gain traction in the market. In addition, it is important to trust your gut and look further into ideas that come to you. 

Danny: We both fell in love with the hospitality and wine & spirits industry while at school in New Orleans. We felt there wasn’t a tequila in the trade that offered authenticity, quality, sustainability, and price accessibility. There are so many fad brands out there; we wanted to create a brand that took no short cuts and offered great quality at a reasonable price. Anyone can come up with a great idea and bring it to fruition. It takes belief in yourself and not worrying about what people think. We live in such a judgmental society, but the moment you can think freely without concern of judgement, is the moment you can find gold.

Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?

Adam: Danny and I did tons of research in the tequila category prior to launching our product. If you care so much about an idea that it becomes an obsession, and you can visualize its success in the market, it is worth pursuing. Pursuing something can mean many things, but at the very least it is worth doing research and building out a minimum viable product to test among consumers. 

Danny: We knew our business idea was worth pursuing the moment we came up with it. At the time, we were college students, so we knew the tequila consumer’s palate and that nothing of quality with a good price existed. The best way to test a business idea or product is to find a focus group of friends and strangers to try it on. 

Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?

Adam: It is important to think of business growth in pieces. There is an unspoken sentiment among entrepreneurs that you should go big and do multiple things at once, but I’m a firm believer that you should focus on doing one thing well and build a strong foundation and proof of concept prior to scaling. Danny and I launched De-Nada during the height of the pandemic, and we had to shift our strategy to self-distribution and focusing on stores rather than restaurants. We pivoted quickly, and as things started to grow, we started to build out restaurant presence with larger distribution. As entrepreneurs, you can never get too comfortable or attached to one idea. If you can adapt and make swift changes, you will be better suited to grow your brand to the next level. 

Danny: Relationships are the most important component to building your business. My biggest advice is to build your network and work on relationship building. One solid connection can lead to something great. 

Adam: What are your best sales and marketing tips?

Adam: To market a brand, you need to be passionate about what you are providing. Danny and I are very active alongside sales reps in the market, and we try to convey our mission to as many customers as possible. We try to illustrate the authenticity of our product, despite the amount of competition in the market. Ultimately, I think marketing should be relatable and organic; you want to find a way to connect with your consumer without appearing too “salesy.”

Danny: The best sales tip is to always think of what the consumer wants or needs. Ask yourself what their intention is and put yourself in their shoes. We sell to restaurants and stores, so I like to sell the quality, and how that will add cachet and profit to their business. It is always best to angle a negotiation in a collaborative way. The best marketing tip is to think of others first and to ask what your consumer wants, then you bring the energy. When people see and feel your energy, they buy in. 

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?

Adam: Leaders always lead by example and surround themselves with people that complement their skill sets in areas they may not be as strong. You should go out and do the work yourself if you expect others to do the same. Management-wise, people should feel comfortable working with you. There needs to be room for growth, flexibility, and empathy in one’s organization. Aspiring leaders should surround themselves with a strong team, and always treat others with respect as they are working towards a common goal. 

Danny: Extreme Ownership. My favorite book is Extreme Ownership by Jocko Willink. If there is ever an issue, it always must fall on the founders and owners. The moment a leader can take full ownership and responsibility. 

Adam: What is your best advice on building, leading and managing teams?

Adam: Surround yourself with people who bring different, unique, skill sets to the table. Look for people with shared ethics and values. Lead by example and put the company first when making tough decisions. When managing, give your employees a clear path to grow within the organization, and be ready to help them get there, as it takes time to develop. 

Danny: The best way to build, lead, and manage teams is to share the potential with your team members, guiding them so they can grow and achieve in business professionally and personally. When leading a team, it’s important to break down the objectives and to educate on why it’s important to achieve a given objective. I ask myself, “What does the objective add to the end goal?” and “Why are we doing this?” When you can see the big picture, you can see your potential and execute it. You also have to hold people accountable and always leave room for redemption.

Adam: What are your three best tips applicable to entrepreneurs, executives and civic leaders?

Adam: Always get other people’s opinions on things and remove your emotion and attachment from the business when evaluating things. Lead by example and motivate others by doing. If you put your best foot forward daily, others will be attracted to that. Be kind to others and develop meaningful relationships. The best business deals are born when both parties develop a strong relationship and want each other to succeed. 

Danny: First, build, invest and grow relationships; be a person for the people. Second, work on yourself physically and mentally. You need to be able to take care of yourself to gain inner confidence that will translate to your work in the field. Third, follow through; practice what you preach. 

Adam: What is the single best piece of advice you have ever received?

Adam: I’ve fortunately received tons of good advice. One great piece of advice came from one of our mentors who has lots of executive experience. He told us there are times when you don’t know what the right move is, but you need to make a “tough sea decision.” You can’t predict the outcome, but as a leader, you need to do what you think is best for the organization and act decisively. The mantra “tough sea decision” is derived from a story of Navy Generals having to act swiftly in war, without always knowing the consequences. This can be the scariest part of running your own company, but without decisive decision-making, you can’t progress. 

Danny: The best advice I’ve ever received is to always stay humble, invest in your relationships, and never forget your manners.

Adam: Is there anything else you would like to share?

Adam: You can purchase De-Nada on Reserve Bar in 22 states, as well as in retail locations in New York, New Jersey, and Connecticut with more markets coming soon. Visit www.denadatequila.com for more information on our brand!

Danny: De-Nada is a brand for the people; a brand that bridges the gap between dreams and reality.


Adam Mendler is the CEO of The Veloz Group, where he co-founded and oversees ventures across a wide variety of industries. Adam is also the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal winning athletes, political and military leaders - for intimate half-hour conversations each week. Adam has written extensively on leadership, management, entrepreneurship, marketing and sales, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities and non-profit organizations.

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