Carin Luna – Crafting a Legacy in the World of Scotch Liquor

Carin Luna, the dynamic owner and CEO of SIA Scotch, has had a journey as unique and compelling as the brand she has built. Originally from Miami, Carin discovered her passion for Scotch whisky in her 20s while living in New York. It was during an evening out with her friend Omar that she encountered Oban 14, a single malt Scotch that captivated her senses. The experience was enriched by a knowledgeable bartender who shared stories and generational wisdom about different whiskeys, sparking Carin’s deep curiosity.

“I got really curious about how I can introduce more people to this beautiful spirit,” she recalls.

Carin’s fascination evolved into a mission, leading her to create SIA Scotch. However, the path to establishing her brand was far from smooth. “The Universe will conspire to help,” she believes, but her journey involved substantial hurdles.

“I was rejected 80 times in my journey, and it took the 81st person who finally said yes to me.”

This resilience highlights the challenges she faced, particularly as a Latina woman in a field dominated by a primarily white man. “Raising capital as a Latina woman is difficult because a lot of the times the people who fund things are those who tend to look like them and have had the same journeys,” Carin explains.

Despite these obstacles, Carin’s determination paid off. Today, SIA Scotch is not only a successful brand but also a beacon for other underrepresented entrepreneurs. Carin has initiated a grant program through SIA to support these individuals, currently mentoring 35 mentees which has raised a quarter of a million dollars. This initiative reflects her commitment to fostering diversity and inclusion within the entrepreneurial community.

Naming her brand was another challenge Carin faced with determination and creativity. “It was harder to come up with this name than it was for my kids,” she jokes. Ultimately, she found inspiration in the Scottish dictionary and the number six, representing the six different whiskies in SIA’s blend. This attention to detail and meaningful connection to her product showcases her dedication to quality and authenticity.

Balancing her roles as an entrepreneur and a parent is no easy task, but Carin approaches it with a sense of humor and intention. “What is balance?” she jokes, emphasizing the importance of being fully present in whatever task she is partaking in at the moment. With a supportive team and a new partnership with Diageo, Carin is excited to focus on growing her business and sharing her love for Scotch with a wider audience. “Now I can focus on growing the business and telling people about it and traveling, and I’m really excited to be working with a big team,” she says.

Carin’s successful journey is deeply influenced by her mother, a Cuban immigrant who built a new life in the United States from scratch. “I remember as a kid doing my homework while she was doing her college homework, and to see her perseverance was really beautiful,” Carin reminisces. Her mother’s example of hard work and determination continues to inspire Carin as she breaks barriers in her industry.

Carin Luna is not just building a brand; she is creating a legacy. Her story of resilience, innovation, and commitment to empowering others is a powerful example for future generations. “I want to lead by example, so the next person has it easier than I did,” she says, embodying the spirit of a true trailblazer in the world of Scotch whisky and beyond.