Story & Lesson Highlights with Kirk Agostini of Oceanside, CA

We’re looking forward to introducing you to Kirk Agostini. Check out our conversation below.

Hi Kirk , thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What is something outside of work that is bringing you joy lately?
Outside of work, I’ve been soaking up weekend adventures with my girlfriend and our dog. We’ve spent the summer road-tripping around California and Baja—quick escapes that refuel me and leave us with great memories.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Kirk Agostini, founder and importer of Abre Ojos Tequila. Since 2013, I’ve been building a brand that encourages people to break free from routine—because the journey is the story. Our tequila is crafted for the free-spirited: meant to be poured along the way, shared, and savored one moment at a time. I’m currently rolling out a brand refresh, expanding the lineup, and preparing to import select wines from Mexico.

Amazing, so let’s take a moment to go back in time. What’s a moment that really shaped how you see the world?
It wasn’t one single moment so much as travel itself: meeting people, seeing how others live, and getting uncomfortable in the best way. Those experiences reset my perspective and taught me lessons you can’t get from a book or seeing it on social media.

Was there ever a time you almost gave up?
[Laughs] Absolutely. I’ve wanted to walk away more than once. There have been real low points where quitting felt reasonable. But I’m stubborn—and this brand is part of me. Stepping away would feel like losing a piece of myself. When it gets tough, I go back to why I started: to build something honest that inspires people to break routine. I think about the people who’ve supported us, the small wins that show up right when you need them. The doubt still pops up, but conviction wins. I didn’t come this far to only come this far.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What’s a cultural value you protect at all costs?
Kindness and empathy. They can be hard to find, so I make a point to practice and protect. The brand brand is about connection and the journey. If I can’t live that inside the company, I can’t tell that story outside.

Okay, we’ve made it essentially to the end. One last question before you go. If you knew you had 10 years left, what would you stop doing immediately?
I’d drop the habit of postponing the things that light me up. Less worrying about outcomes, more saying yes to what matters

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