Steven Soderbergh not looking to ‘cash out’ on Singani 63

Wednesday 7 November 2018 1:28pm

Acclaimed director Steven Soderbergh has stressed that he did not enter the spirits industry to get bought out, and instead wants his Singani 63 brand to become a "sustainable business".

Academy Award-winner Soderbergh launched Bolivian spirit Singani 63 in the US in 2014 after discovering the category while making the biographical film Che.

Soderbergh's daughter now works for the brand, which Soderbergh is aiming to bring to international audiences.

"As difficult as it is to create this narrative from scratch for people, I'm happy at least that it is a new thing and not another version of a spirit that already exists in the minds of drinkers," Soderbergh told SB.

"The idea of me launching a Tequila I'd rather be fighting this fight and educating people about something they have never heard of than convincing them that the nth iteration of this staple spirit is something they should pay attention to.

Source: The Spirits Business