SB meets… Malka Roth and Jeff Diego, Casa Malka
In just one year, Casa Malka has gone from a spark of inspiration to a Tequila brand making waves across the US and beyond. Built on authenticity and a commitment to craft, the brand has not only survived its first year in an intensely competitive category, but thrived. As Casa Malka celebrates its first anniversary, co‐founders Malka Roth and Jeff Diego reflect on their journey so far.
What inspired Casa Malka?
MR: Casa Malka was born out of my love for Tequila, people and life. I love socialising, especially moments at hotel bars or restaurants where laughter flows and people are their authentic selves. So, when Tequila started gaining attention, I was immediately drawn to it. Co‐founder Jayson Winer knew how much I loved Tequila and said: “How amazing would it be if we created a Tequila with your name?” That spark became ‘Casa Malka: House of the Queen.’
I believe there is a Tequila for everyone, and for me, Tequila represents love. It’s where laughter begins, toasts are shared, and the best conversations unfold.
How has your past experience helped grow the brand?
JD: Nothing prepares you for launching a Tequila brand. My journey included learning distillation from Allen Katz of New York Distilling, which enhanced my skills as a product developer. Founding Helmsman Imports taught me about the three‐tier system, compliance and distribution. Developing brands like Svöl Aquavit and Avuá Cachaça built my resilience in operations and sales. Each lesson contributed to shaping Casa Malka, but the Tequila world is one of a kind – a vibrant space I wish I had entered sooner.
What sets Casa Malka apart?
MR: Our bottle is eye‐catching and impossible to miss. We don’t pretend to be something we’re not, and while we are not of Mexican heritage, we openly acknowledge this, and have a deep love and respect for the culture. I am genuinely grateful to everyone, from the distillers in Mexico to the bartenders in the US, who have welcomed us with open arms.
Casa Malka brings a modern, fashion‐ forward perspective to the Tequila world, honouring tradition while presenting it in a fresh, elevated way.
What have been the most significant milestones since you launched?
JD: From a business perspective, reaching our goal of selling 2,000 cases with a 75% reorder rate in our first year was a significant accomplishment. It demonstrated that there is demand for Casa Malka and that our vision resonates with trade partners and consumers. Most importantly, we laid a strong foundation for the future. Our first year was not just about proving we could survive; it was about creating a Tequila brand with heart and limitless.
We value all reactions to Casa Malka – love, critique, and scepticism – because they show engagement. I appreciate both the hesitancy of Tequila’s guardians, who may see us as gimmicky, and the moments when we shift perceptions about Tequila. Both experiences keep us grounded. We’re not competitors; we’re allies.
How did you celebrate Casa Malka’s first anniversary?
MR: We celebrated by launching our first canned cocktail, the Queen’s Brew ‘Teqspresso Martini’. This drink features our reposado Tequila paired with Wandering Bear Cold Brew, creating a smooth, bold flavour that is just a bit unexpected. At the heart of it all, we always create what we love, and this time, we combined two of our favourites: Tequila and coffee.
Tell us your plans for next year.
JD: In 2026, we are going organic, expanding our product line, and entering new markets in the US and internationally. Our dream is to make Casa Malka a bottle you can find wherever life takesyou, while remaining true to the values and heart that inspired us from the very beginning.
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