A Beer Veteran Talks Transitioning into Spirits

Having spent nearly 20 years building New Belgium, Joe Menetre is a well-regarded figure in the beer industry. But earlier this year he moved on to a new foray in the alcohol space, joining the team at Suerte tequila as vp of sales. Your editor recently sat down with Joe for a one-on-one to get his insight on what it's been like switching categories.ON WHAT DREW HIM TO SUERTE. Suerte was founded in 2012 by tequila enthusiasts Laurence Spiewak and