Where are you originally from?
I was born to Cuban parents and grew up in Miami, Florida. I moved to New York City at the age of 19 and spent a very fun decade there before moving out west to San Francisco, where I currently live and really enjoy.
How did the idea of SIA originate?
I fell in love with Scotch Whisky about 15 years ago and one of my greatest joys is introducing people to it. I love changing the perception that Scotch Whisky is that dusty bottle on your grandfather's shelf, the one that burns your nostrils and tastes like gasoline. There are so many varieties and nuances to this beautiful spirit and I love taking people through that journey. I decided to set out to create a brand that would help introduce people to the beauty of Scotch Whisky. SIA Scotch Whisky is a new, fresh and exciting spirit for today's modern palate.
SIA SCOTCH WHISKY
CARIN
What tips can you give to new whisky tasters (says were were to a bar, what should we tell our bartenders)?
A good way to start is to ask the bartender to give you a flight of say three different types of Scotch Whiskies to give you a good variety. One could also attend a Scotch Whisky tasting event in your home town, there are several types, but the ones I enjoy the most are the ones where one whisky each is featured from a different region of Scotland.
Many large brands also do showcase events where you can taste many different expressions from that brand and they give a great background don the distillery and history of their brand. Another option is to host your own. Stop into your favorite bottle shop and ask the spirits specialist to suggest either 5 brands from one region, or one great one from each region, invite a few friends over and split the cost.
You could read the flavor notes on the side of the bottle and pair food with the whiskies. Chocolate or cheeses are both great pairing ideas. You simply can't go wrong, and you'll have a lot of fun. That's how I got started with my tasting events.
What is the best way of tasting scotch whisky (room temperature? chilled?)
This is a matter of personal preference. Some people like their whisky neat, others with a splash of water, others on ice, and others in a cocktail. When tasting a new spirit for the first time. I do suggest that they try it neat, and then with water, and then with ice in that order, since you really cant go backwards from there.
What advice can you give to new business owners? Start today.
If you have a dream you've been wanting to explore, try it out. I wasn't completely sure if I was ready, so I started by doing tasting events. It helped me to learn about whisky, to meet new people who were interested in what I was doing, and show me that there was a market for my product, and have a great time along the way. You never know until you take that first step. Your idea may change and evolve, or you might decide that you don't want to pursue it anymore, either way, you will know by doing.
Do you have any organizations that you support?
Female entrepreneurship. A portion of the sales from SIA Scotch Whisky goes towards helping other women to launch and grow their own businesses.
What do you wish you knew before you started your company?
How fun and exciting it would be. Sure, there are many, many challenging moments, as with any business I'm sure. But after having worked for other companies for so long, it's really nice to call the shots and bring my vision to life, and to the world.
What is the difference between scotch and whisky?
Scotch is a whisky from Scotland. There are several standards that must be met in order for a whisky to qualify as a Scotch.
What was the biggest challenge about starting your business?
The biggest challenge changes depending on what portion of the journey I am on. Because I did not come from a background in the spirits industry (17 years as a Creative Director), everything was so new to me. However, it's proven to be helpful in questioning why things are the way they are, and looking for new ways to do them, rather than accepting that 'that's the way it's always been done" - and I've used this lens in everything from the design of the bottle, to the way some of the fundraising www.kickstarter.com/projects/siascotch/sia-scotch-whisky.
What does SIA stand for?
I went through the entire Scottish Gaelic dictionary, word by word and when I got to "sia" I love the way it sounded (though pronounced "She-a", I prefer the pronunciation of "See-a". It means the number "six" which happens to be my favorite number. I love that it's a short word, which means it can be large on the label on the bottle, and easy to read from afar. As I get older, my vision has started to deteriorate and it has become harder to read some of the labels across a dark bar, so it was important to me that one could read and pronounce the spirit of SIA.
How would you describe scotch whisky to someone who has never tried it?
I try not to. I prefer to hear what types of spirits and cocktails they like and then find a brand that they might enjoy as a "first step" into Scotch Whisky. It's become way easier these days with the growing popularity of brown spirits, bourbons and ryes. And the craft cocktail movement. It's become an easier transition these days as people's palates and perceptions open up.
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