Rob Fitzpatrick, John Rizzo, and Brock Felt turned an unplanned side project into Naked Diablo, a premium tequila brand now sold across major U.S. markets and abroad. The three joined Sean Kelly on the Digital Social Hour to walk through how a small idea became a brand they've since documented on Amazon Prime.
The conversation covers the practical side of building a spirits brand from scratch, from flavor development and trademark battles to landing placements in high-profile venues, told from three different vantage points inside the same company.
About Rob Fitzpatrick, John Rizzo & Brock Felt
Rob Fitzpatrick, John Rizzo, and Brock Felt are the founders behind Naked Diablo Tequila, a brand built around flavors like coffee, vanilla, and cinnamon alongside traditional expressions aged in barrels. Their growth story became the subject of How to Build a Billion Dollar Brand, a documentary now streaming on Amazon Prime.
The trio has expanded Naked Diablo into markets including Florida, Las Vegas, and Europe, securing partnerships with venues like Ritz-Carlton and Caesars properties while positioning the brand alongside established names like Casamigos and Teremana.
What Rob Fitzpatrick, John Rizzo & Brock Felt and Sean Kelly Talked About
- How Rob Fitzpatrick, John Rizzo, and Brock Felt turned an unplanned side project into the Naked Diablo tequila brand
- Their approach to flavor innovation, from coffee and vanilla to cinnamon-infused tequila
- The making of How to Build a Billion Dollar Brand, their documentary now streaming on Amazon Prime
- How they navigated trademark disputes while building out their brand identity
- Their strategy for landing placements in major markets like Florida, Las Vegas, and Europe
- What it took to secure partnerships with venues like Ritz-Carlton and Caesars properties
- Their take on standing out in a tequila market crowded with celebrity-backed brands like Casamigos and Teremana
- Lessons from using volcanic water and aged barrels to differentiate their product quality
Why This Conversation Matters
For anyone building a consumer brand from nothing, this is a rare three-founder view of the same climb: the early mistakes, the legal fights, and the deals that finally moved the needle. Rob Fitzpatrick, John Rizzo, and Brock Felt lay out what it actually took to get Naked Diablo onto shelves and into major venues.
▶ Watch the full episode on YouTube
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About Sean Kelly & the Digital Social Hour
Sean Kelly is an entrepreneur and the host of the Digital Social Hour, one of the fastest-growing interview podcasts in the world, where he sits down with entrepreneurs, athletes, creators, and cultural voices for candid, long-form conversations. The show draws over 100 million views a month across platforms. Explore more guest features on SeanKelly.io.
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