Terry Lee is the cofounder of Rosaluna, an all-natural mezcal thats made in Oaxaca, Mexico. It has quickly grown into the mezcal of choice for Soho House, Carbone, and several world famous restaurants. Terry has been in the consumer space for over 10 years. He started his career out at Johnson & Johnson and later became COO of MeUndies (underwear brand) where he helped grow the brand from $5M to $50M in 3 years. In 2017, Terry teamed up with his best friend Nate Brown, a prolific creative director known for his work with Jay-Z, Drake, Beyonce, & Kanye West's DONDA collective, to start Rosaluna.
Terry Lee stopped by the DTC POD studio to talk to Blaine & Ramon about building Rosaluna and specifically how he’s established Rosaluna’s culture and values (ex: moving with intention versus just moving fast). Terry also discusses visiting Oaxaca, Mexico, learning about how mezcal is made, and meeting the multi-generational family of farmers who make it.
2:41 - 6:21 Terry’s background
8:42 - 19:13 Working at MeUndies
19:47 - 25:33 Building a team culture & values
25:34 - 34:56 Why build fast and break things is the opposite of Rosaluna’s culture
36:40 - 44:13 Hiring and finding talent
45:42 - 1:06:18 Building Rosaluna
1:07:10 - 1:14:25 Future plans for Rosaluna
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Terry Lee - Co-Founder of Rosaluna
Ramon Berrios - CEO of Trend.io
Blaine Bolus - COO of OmniPanel