Meet Helen Diaz

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Sed ut perspiciatis unde.

Alright – so today we’ve got the honor of introducing you to Helen Diaz. We think you’ll enjoy our conversation, we’ve shared it below.

Helen, thanks for taking the time to share your stories with us today Let’s start big picture – what are some of biggest trends you are seeing in your industry?

Thanks for having me! Well, I have the pleasure of working in the alcohol space (never a dull moment!), which is constantly changing in trends—especially in the last four years. The biggest shift I’ve seen is products that fall under the “Better for you” category: low ABV, non-alc, organic, additive-free, sustainable, and local. It’s a growing ten-billion-dollar market!

Since the pandemic, there’s been a huge pivot in people’s consumption- mostly for the better. Consumers are much more conscientious and educated about what they put into their bodies and pay close attention to what ingredients are on the back of the label. They want transparency. Small brands lead the way in promoting artisanal products while sticking to these standards.

Whole Foods is a great example; the NA beer section grew overnight. It started with a few options and quickly rose to a section of craft NA beers. Bars and restaurants followed suit by dedicating a part of their menu to “low abv” & “booze-free” offerings. It’s no longer uncommon for these establishments to have an entire low & zero-proof menu.

The downside is that large corporate companies are capitalizing on the “better for you” by using this as a stamp for their brand campaigns but not necessarily using the right methods or practices for the benefit of their customers.

Helen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi everyone, I’m Helen Diaz, Co-Founder and VP of Sales & Advocacy for Chareau, Plant-Based Spirit.

I guess you could say I’ve always loved people and a little bit of chaos in my life. I come from a big Latin family surrounded by good food and culture. As a kid, I could never sit in one place, always making new friends and being curious about everything. I started working in restaurants at 15- I was independent and self-sufficient, and the restaurant world fit my personality. Restaurants are loud, busy, stressful, and chaotic- much like my family, so I felt right at home. I knew I wanted to live in a big city and had goals to one day live in New York, but San Francisco called out to me, and it was conveniently just over the bridge from my then home.

I moved to SF when I was 19 and landed at an Italian restaurant, which would be the start of my career. I went from being a server/bartender to a Beverage Hospitality Consultant. I made a name for myself in the bar industry by being determined to fit in what was once “a boys’ club,” winning statewide competitions, and staying active in the bar community. In July, summer of 2013, I attended Tales of the Cocktail in New Orleans, where I met my now-business partner, Kurt Charron.

Kurt had just launched Chareau, the world’s first Aloe Spirit, and sold out of his first 100 cases in Los Angeles in two months. We met at a local bar where other bartenders were hanging out, and he, too, was attending Tales for networking opportunities. We got to talking, and that’s when he told me he was slanging cases of booze from the trunk of his car, going bar to bar. I thought that was WILD, but I had immediate respect for his game & hustle, and it just so happened he had some Chareau on him for me to try ;) My first impression of Chareau blew me away. There was absolutely nothing else out there like it. I wanted in and quickly convinced him to make me his partner, and the rest was history. Since then, we have launched in 40 states across the US.

Chareau is now leading the charge in sustainable packaging and practices, using fresh, organic local ingredients like Organic Cucumber, Spearmint, Muskmelon, Lemon Peel, and aloe. We have introduced a better drinking method by eliminating additives and preservatives and avoiding artificial coloring or flavors. Chareau is low in alcohol, sugar, and calories—lower than most spirits. This allows our customers to enjoy more moments. It’s our pride and mission to change the narrative on what defines “fun” by offering something that people can enjoy guilt-free.

Any advice for managing a team?

This is an area I am constantly growing and learning about. Just because you’re a CEO or an Executive of the company doesn’t mean you are an expert at everything, so hiring the right people who are better at the job than you will make your company more successful.

One of the big takeaways of filling a seat with the right person is the amount of experience and skill sets they bring to the table, directly resulting in the company’s growth. It becomes less about managing each team member and more about collaborative results. Some people may disagree on a project or maybe not get along, so it’s essential to harness an environment where disputes happen but can be addressed efficiently and constructively. Then, your role revolves more around ensuring that everyone understands the same big picture and that each person’s professional goals align with the company’s goals.

Every person on your team will have their strengths and way of doing things. Allowing each person’s creativity to shine is essential because that is where they feel most confident.

Having 1:1 check-ins, monthly planning sessions, and quarterly team meetings will keep the team on the same path.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Research, data, and education are everything!! Things trend up and down constantly, and staying informed about how the world is changing is essential.

What we thought we knew five years ago is gone. God forbid an unexpected world pandemic happens at any given time, and your business is unprepared to pivot in the direction it needs to survive. Covid forced us to look at everything from a survival mode perspective, and luckily, many excellent books and resources can help re-structure your business model- That doesn’t necessarily mean chasing the next trend. Still, it should remain relevant to stay in demand. Market research and reading books on modern business will help you elevate your brand.

Books I recommend:

– Rocket Fuel

– Traction

– The lean startup

– Finding confidence in conflict

And maybe something fun & easy in between all these business books to give your brain a break

Contact Info:

Website: www.chareau.us
Instagram: https://www.instagram.com/helendiaz/
Linkedin: https://www.linkedin.com/in/helen-diaz-977351225/

Image Credits
Helen Diaz Photography- Travis Mocker Chareau Lifestyle & Bottle Photography- Brooke Brady

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Meet Helen Diaz

Meet Helen Diaz

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Helen, thanks for taking the time to share your stories with us today Let’s start big picture – what are some of biggest trends you are seeing in your industry?

Helen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Any advice for managing a team?

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

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