Today we’d like to introduce you to Graham Wasilition.
Hi Graham, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, let’s briefly walk us through how you got to where you are today.
I always wanted to follow a non-linear path. Ever curious about many things but interested in creating a solid problem-solving foundation, I chose to study engineering in college. I was fortunate to land an engineering job straight out of school in what was to become one of the fastest-growing cities over the next couple of decades, Austin, TX. The combination of the early engineering experience and the cultural shock in Austin inspired me to consider taking risks while still young. I was young and wanted what many kids were thinking about: travel well, eat well, drink well, etc. At this time, Tito from Tito’s Vodka in Austin was beginning to make some real noise, which attracted me to the liquor business. I assumed selling liquor was about traveling, drinking, eating, gossiping, etc. Those things come into play, but the liquor business is challenging. I created a liquor brand from scratch, distilled it in Europe, and imported it through Austin. The brand won some awards, earned high-end menu placements, and grew to be available in 9 states, but unfortunately, we couldn’t make it work for the long term. As we wrapped up the liquor brand, I was connected with another serial entrepreneur who had recently relocated to Austin. He was looking for a co-founder for his newest CPG project, and we crossed paths at the right place and time. I enjoyed learning from a seasoned entrepreneur and finally being able to sell a product that wasn’t governed by archaic liquor laws. I traveled for the next few years, gaining traction through tradeshows and building a sales rep network that reached nearly 100 reps covering all 50 states. I decided to move on from this company just as covid hit. The brand was in good hands with my co-founder, and we saw some additional momentum from online sales. With that momentum, we eventually sold the brand to a strategic buyer for a nice win.
Now, with more experience under my belt and at a different stage in my life, I wanted to work on something important to me that could significantly impact others. I still enjoyed eating well, drinking well, and traveling, but I didn’t want to sell any more alcohol. I was also starting a young family, so my lifestyle had changed a bit, and I was drinking alcohol less regularly, but I still wanted something “worthy” to sip on. As I tried to find a product or products for myself, I realized that most NA options were light, came in pastel colors, had bubbles, might be fruity, etc., and I wanted something a little bolder, more complex, and delivered in a more “spirited” way. Therefore, I talked my friend of 20 years and another serial entrepreneur into becoming a business partner and launching a liquor brand to sip neat or on the rocks that just so happened to be non-alcoholic. This brand is Tenneyson, and we are having a ton of fun figuring out how to connect and grow our community of big thinkers, high performers, and those with delicious taste.
We all face challenges, but looking back, would you describe it as a relatively smooth road?
I can only imagine there are a few smooth roads when figuring out how to introduce and grow a business. As I shared in my general intro story, we learned a lot with our first project, but it could have had social success. When starting a business, you need to be a Swiss Army knife. I bumped into challenges across the board: Finance, supply chain, design, marketing, digital, press, legal, fulfillment, distribution, hiring, etc. One of the main roadblocks that many small businesses first encounter is where they will find their seed capital. They may have what they need personally and may need to look elsewhere. This is always a puzzle. I made the mistake of taking on some friends and family money for my first endeavor with little entrepreneurial experience. Emotions and personal relationships can be affected once money exchanges hands, especially if things don’t work out as planned. Be very thoughtful of who you take money from and strategic about your plan to deploy that capital to create value or learn something specific and pertinent to your thesis. Another struggle I faced was working with people I didn’t necessarily see eye to eye with. In one particular scenario, I butted heads over business strategy and even how to treat the people that worked for us. Building a new business is hard enough, and it becomes easier if you work with people whose values and vision align with yours.
Thanks – so, what else should our readers know about Tenneyson?
We are building a bold and complex liquor brand for big thinkers, high performers, and those with good taste. The brand Tenneyson is non-alcoholic. A bunch of NA options have hit the market recently, and many of those brands focus on connecting with a community of people who want to participate. However, we are focused on building a community of those who wish to take over. Tenneyson is one of the few options that lean into sipping it neat or on the rocks. We also took an original approach and avoided functional buzzwords and empty promises. If you like sipping spirits neat, on the rocks, or in spirit-forward cocktails, then Tenneyson should be a staple on your bar cart to add to your routine.
We all have a different way of looking at and defining success. How do you define success?
Life is short and I have a lot to be grateful for. Getting to work on challenging problems that could make a positive impact while making a living seems like an incredible baseline for success to me.
Contact Info:
- Website: https://tenneyson.com/
- Instagram: https://www.instagram.com/tenneyson/?hl=en
Image Credits
Risa Dexter, Kathy Morales, RJ Metzke
