Brand Strategy & Marketing - Vita Tequila leverages experiential marketing events, partnering with film and TV to increase brand awareness and trial, especially when competing against brands spending $25 million on print advertising [4][5] - The company emphasizes being constantly in front of the consumer, knowing the audience, and selecting impactful events and charities to maintain brand awareness [7] - The brand utilizes the founder's role on "Real Housewives" to enhance visibility and credibility [8] - Vita Tequila opened a lounge in Park City to allow consumers to trial the tequila and meet the founder [14] Product & Market Expansion - The company is expanding its portfolio with Blue Jay Hard Seltzer, a beet sugar-based product with 5% alcohol, targeting the "sober curious" movement [9][12] - Blue Jay Hard Seltzer is initially being tested in Utah to assess its market potential before expanding to other markets [9][11] - Tequila is identified as the fastest-growing spirit category [15] Business Model & Competitive Advantage - The company focuses on creative marketing approaches to compete with larger brands [4][5] - Maintaining relevance requires continuous consumer engagement and strategic event participation [7] - The company leverages the founder's network and reputation to secure impactful event placements [7]