Today we’d like to introduce you to Michael and Roddy Radnia.
Michael and Roddy, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Roddy and I (brothers) growing up were never much of wine connoisseurs and in fact the exact opposite. We’ve always heard of many wine terms being passed around but never fully understood them. We always thought walking into a wine shop was so overwhelming and intimidating & nothing really stuck out to us (packaging wise). It was so fascinating to us how there was a sustainable and transparent brand in just about every consumer product category (be that food, underwear, deodorant, toothpaste, and so on) except for alcohol, especially the wine space.
We did some research and diligence on our idea for a month or two and saw the incredible double digit industry growth in the canned wine space and dug even deeper to see no one was focusing on developing a product that the new age of drinkers really sought. Trading off the complexities of varietal and vintage comparisons in favor of a brand and sustainability.
We visited over 100 wineries looking to find the exact wine that meets the standards we’re looking for, including being certified organic, vegan, GF, 0g sugar and low in sulfites. Since launching May 1st, 2019 you can find besa in about 150 stores across CA.
LA based lightly bubbly canned rosé and white wine brand that focuses on producing clean wine that is organic, vegan, 0g sugar, and has lower sulfites than conventional wines. Besa challenges the norm on how wine has traditionally been consumed and provides a versatile packaging solution that allows consumers to expand beyond the usual restrictions inherent with drinking from a glass bottle
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
As much as I’d like to say it has been a smooth and easy road… the truth is everyday is just so different and unpredictable.
I’d say the hardest struggle that hasn’t necessarily left us is focusing on the brand. There is so much that goes into running a business everything from sales, marketing, supply chain, distributor relations that sometimes you forgot about the brand itself. Ultimately we want to be able to emotionally connect with our consumer more than anything else.
A brand is nothing without its consumers talking and sharing the products. We are using the idea of building a brand, not around a lifestyle, but rather around a state of mind. It’s for the people who are having good days, bad days, & spending time with our friends and families who bring joy into our lives — Laughing, falling in love, and most of all making memories. We want to help our customers ‘live their BESA life’ all the time in everything they do.
Alright – so let’s talk business. Tell us about Besa mi Vino – what should we know?
Since day one, we’ve been bootstrapping the company and coming up with creative ideas to get besa heard. We wanted to hit the ground running with a launch idea that was as unconventional as canned wine while rewarding those who believed in the brand early on. This led to the genesis of the “Besa Angel” ambassador program. The concept being to give equity and perks to an exclusive group of influencers who aligned with the company’s brand and values in exchange for showcasing the product to their loyal followers. “The typical model of ‘pay to play’ was too transactional”, says Michael Radnia, Co-founder and CEO, “we wanted those who believed in our brand early on to benefit and grow with our company throughout its life and always have a vested interest in ‘their’ wine company”.
I think one of the main differentiators that sets us apart from other wine companies is that we are trying to build a brand that goes along with the wine. Instead of focusing on what’s just inside the can, we make it a point to do fun and creative experience with our customers and partnerships. Everything from monthly exercise events with other brands to developing our signature rosé fountain we bring to all our samplings events.
Is there a characteristic or quality that you feel is essential to success?
To always stay hungry and humble.
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