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Laurence Spiewak
Co-Founder/President at Suerte Tequila (drinksuerte.com)
Laurence Spiewak is the Co-Founder and President of Suerte Tequila, an ultra-premium craft tequila brand based in Boulder, Colorado. The brand is known for its authentic tequila crafted from traditional methods in the Highlands of Jalisco, Mexico. Spiewak has been instrumental in shaping the company's vision since its inception in May 2012, focusing on innovation, foundational planning, and profitability within the competitive spirits market.13
Background and Education
Spiewak holds a Bachelor of Arts in International Business and Arts from Penn State University (1987-1990) and a Master's degree in Occupational Therapy from Samuel Merritt University (1994-1996). His diverse career began in healthcare as the Director of Rehabilitation at HCR ManorCare before transitioning to roles in consumer goods, including General Manager at Pangea Organics and COO at SUUTHE LLC.15
Suerte Tequila
Under Spiewak's leadership, Suerte Tequila emphasizes a handcrafted approach to production, utilizing traditional techniques such as low-temperature cooking and tahona crushing. The brand aims to provide a unique tequila experience that resonates with modern consumers while maintaining authenticity. The name "Suerte," which means "luck" in Spanish, reflects the serendipitous journey that led to the brand's creation.146
Personal Insights
Spiewak is passionate about start-up culture and business development, often sharing insights about the challenges of launching a beverage brand within the U.S.'s three-tier distribution system. His journey into the tequila industry was fueled by a long-standing appreciation for the spirit, which he explored with co-founder Lance Sokol before meeting their master distiller Pedro Hernandez Barba.24



