Interview: 3
Samantha Catalina is a visionary brand builder and marketing powerhouse behind some of the most iconic names in the beverage industry. At Phusion Projects, she has played a pivotal role in the evolution of Four Loko and spearheaded the creation of Mamitas, the first tequila seltzer on the market.
With a background in shopper marketing, digital strategy, and experience at major beverage companies like Pabst Blue Ribbon and Anheuser-Busch, Samantha thrives on innovation and connection. Her curious nature, passion for storytelling, and ability to bring people together have shaped her dynamic career.
What do you love about the CPG beverage business?
I love connecting people and bringing joy. That's my whole kind of mantra and goal. The fact that we can put something in people's hands that I know tastes good and helps them enjoy the experience a little bit more, it's a cool thing to do and see. I want to do more of that.
What's the story with Mamitas?
Mamitas is technically the first tequila seltzer on the market. When we had the concept for Mamitas we knew what seltzers were doing to the market. Vodka seltzers were gaining traction and we knew tequila wouldn't be far behind. We launched Mamtias to be the best tasting ready-to-drink (RTD) tequila drink under 100 calories and at 5% ABV. I'd say we did a damn good job.
We recently launched our newest iteration, an RTD tequila espresso martini. It's been fun concepting the flavors around it. We tried probably 50 iterations.
Beyond Four Loko and Mamitas, what other brands are in the Phusion portfolio?
At the moment Phusion has four main brands; Four Loko, Mamitas, Pirate Water, and Basic Vodka.
Have you always been in the beverage industry?
I'm originally from Pittsburgh and started my career at shopper marketing and digital agencies working on large CPG brands like Clorox, Rite Aid, Cooper Tires, New York Company, and others.
My boss at the time left for a CMO role at Pabst Blue Ribbon in LA. After he settled in, I was offered a job to join their social and digital team. Not long after, I was recruited for Anheuser-Busch to be on the craft brewery team in Chicago. It had always been my dream to live in Chicago, I don't know why, but I was always drawn to the city. So I jumped at the opportunity.
When Anheuser-Busch moved to NYC, I decided it was time to expand my knowledge set and found my way to Twitter where I worked as a brand strategist helping clients in many verticals with their creative and brand strategies on the platform.
Has there been a moment when you realized you found a career path you loved?
There's been a few times when I remember feeling content in my career. One was in Florida at the Tortuga Music Festival in Fort Lauderdale. We were at the fest and I saw all these people around me drinking this product that we created that's so special. I was around all these people I love—friends, family, coworkers—and there was so much joy and connection happening. It was one of those moments when I knew the next few years were gonna be really fun and I knew I'm meant to be doing what I'm doing right now. It gave me chills.
What drives your ambitions?
Curiosity + Passion. Not to get too woo, but I look at astrology a lot. I'm a Gemini and curiosity is engrained in me. It's a huge part of what pushes me to be successful. Being curious and wanting to learn from new opportunities, while being extremely passionate about whatever I'm working on.
Have your ambitions changed over the years or have they remained constant?
I'd say they've changed. I've gone from putting a ceiling on my needs and wants, to realizing my dreams could be so much more than the goals I set for myself. My ambitions have expanded as I've grown to better understand my power. Your ambitions grow as you trust yourself more. Don't limit yourself.
Do you rely more on logic or intuition when faced with a big decision?
Intuition. Always trust your gut. Always.
What’s the most unusual job or task you’ve ever had?
So many. When I was with Pabst we threw a party at the Playboy mansion with Snoop Dogg for Colt 45. Hugh Heffner was there. It was a total disaster and completely epic at the same time. I've gone to Mexico with major country music stars and zoomed with amazing people like Martha Stewart. Marketing beverage brands has given me so many experiences I never could have imagined.
What's the one thing you think everyone should try?
Public speaking. It makes you so vulnerable which helps you understand and trust yourself more. Ultimately helping you grow and become more confident.
What's the best piece of advice you've ever received?
Approach conflict with curiosity. Assume everyone is coming to the situation with the best intentions. It takes away your defensiveness.
The energy you bring affects everything and everyone. Understand how you might be changing the energy in a situation. Someone said to me recently that I had some of the best energy. Three years ago that wouldn't have been something people said. That made me happy to hear, and made me feel I'm living the advice I was given.
Another piece of great advice came from my dad, he said you have to be comfortable in the uncomfortable, because that's where you grow the most. And he's right. Great advice, dad.
If you had the opportunity to mentor your younger self, what advice would you give?
Trust yourself and know you have a voice. That's something I didn't know for a long time.
If you were a kitchen appliance, what would you be and why?
A refrigerator. Because I always keep it cool and it brings everything together. It's a safe space that can hold pretty much anything.
Where can people find you?
Instagram, @samcatalina
