Suerte Tequila Hires Joe Menetre of New Belgium as VP of Sales

BOULDER, Colo. (June 29, 2018) — Suerte, the small-batch, single-distillery tequila maker, today announced that Joe Menetre has joined the team as Vice President of Sales.

“Demand for Suerte has been growing rapidly over the last couple of years and we want to capitalize on the strong sales to build our brand’s recognition regionally and nationally,” said Laurence Spiewak, Suerte co-founder and CEO. “Joe has a phenomenal reputation and long history in the beverage industry, helping to build New Belgium into a national leader in the craft beer market. We trust his experience and are looking forward to his work as our VP of Sales.” 


Menetre joins Suerte after acting as the VP of Sales and Chief Commercial Officer at New Belgium Brewing for 18 years. More recently, he has been consulting for brewers and distributors on strategic planning, sales training and pricing strategy through his company, Menetre, Inc. With decades of experience growing brands in the beverage industry, Menetre will direct the internal sales division for Suerte and drive strategy across all channels.

“I’m excited to join the team at Suerte and help improve our market strategy,” said Menetre. “Suerte has a unique story combined with a best-in-class product at a great price point. We are ideally positioned to explode in popularity and I couldn’t pass up being a part of this emerging brand.”

Suerte Tequila is crafted from 100% Tahona-crushed blue weber agave that is slow roasted in brick ovens and double-distilled. The Reposado, Añejo and Extra Añejo are aged in charred American White Oak whiskey barrels for seven months, two years and seven years, respectively. Currently available in 24 states, Suerte plans to further expand its distribution and to establish the brand as a leading premium spirit.


About Suerte: Founded in 2012 by two friends and tequila fans from Boulder, Colorado, who partnered with a master distiller in the highlands of Jalisco, Mexico, Suerte offers single-distillery tequilas produced with traditional methods. By slow–roasting and crushing agave with a tahona, Suerte creates four unique, award-winning tequilas: Blanco, Reposado, Añejo and Extra Añejo. For more information visit

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