Crafting Culture: Alex Hildebrandt Unveils the Soul of SUYO Pisco and Peruvian Heritage
Step on a journey with Alex Hildebrandt, the Peruvian-American visionary behind SUYO Pisco a platform that not only empowers artisanal pisco producers but also illuminates the beauty of Peru and celebrates its rich cultural tapestry. In this interview, Alex shares insights into his typical days, the rewarding facets of his work, and how his upbringing and cultural background have paved the way for a unique career path. Join us as we explore the roots of SUYO Pisco and dive into Alex's personal reflections on self-care, combating imposter syndrome, and staying deeply connected to his Peruvian heritage.
What's a typical day in your life look like?:
It's difficult to define "typical" because I spend a lot of time traveling, but one constant that I try to maintain is a 10 minute morning stretch/yoga. It helps ground me mentally before starting my day, and also alleviates some of my back pain. After that though, there isn't much that is typical!
What is the most rewarding part of your work?:
Feeling like I am representing something much larger than myself, whether it be my country/culture, my family, or an industry.
I also find it fulflling when I build genuine connections with consumers, bartenders, store owners, and anyone who I meet along my journey. I have made so many new connections that I am certain will translate into lifelong friendships.
How would you say your upbringing and cultural background contributed to your career aspirations?:
I am a first generation immigrant who moved to the US as a child. Growing up in an immigrant family taught me at a young age a strong work ethic and value system that helped shaped who I am and has always inspired me to take the path less traveled to build something that I care about.
What would you say is a common question or concern you get from your clients/followers?:
What is Pisco? I always take this opportunity to introduce them to its origins before explaining the product and what makes it unique.
If you had the choice to go back to your past or fast forward to your future, which one would you choose? Why?:
Can I say neither? I'm proud of my past, thrilled to be in the present, and very excited about what the future holds!
Where might you be found on a Saturday afternoon with no plans?:
Cuddling on the couch with my wife and dog either reading or binging our latest TV show.
If you were to meet 10 year old you, what would you say to them?:
Bet on yourself.
Hustle culture and burnout is so prominent in our community. How do you prioritize self care?:
I listen to my wife. She is so empathetic, compassionate, and she encourages me to focus on me. When I am working around the clock, she frequently reminds that there is much more to life. She is also the one who encouraged me to see a therapist, which has been very beneficial for me.
Same goes for imposter syndrome. How do you combat those feelings (if any)?:
I'm a huge fan of Brené Brown's work. She helped me understand that perfection is not attainable and that there are many ways to embrace and celebrate imperfection. She also helped me better understand how being vulnerable can help achieve new heights. If I'm too worried about what others think, I will never take action and grow as a person, partner, entrepreneur, etc. I refer back to "The Man in the Arena" quote from Theodore Roosevelt frequently.
I also listen to a TON of podcasts. Many of the prominent figures who I respect most have admitted that they often don't know what the hell they're doing!
How do you stay connected to your culture, heritage, and community?:
My company, SUYO, has allowed me to remain close to my Peruvian roots, continue to practice my Spanish, and see my family more often as I travel to Peru frequently.
Drink 🫖
What is Alex’s go-to drink?
Pour-over light roast coffee. Black!
Listening To 🎧
What is Alex listening to at the moment?
Moncho Berry. He's a Peruvian singer-songwriter I recently discovered.
Your Truth 🗣️
What is a Alex’s truth?
I know there are so many others out there who are first or second generation immigrants who have a similar journey to mine and who experience the same struggles I did/do. Sometimes you feel caught in between trying to fit into a new place, and feeling disconnected from where you came. Everyone has a unique journey and story to tell and they should celebrate it! I hope my kids one day feel the same way.
Your Plug 🔌
What is Alex plugging today?
I was always inspired to build a stronger connection between my Peruvian and American cultures. Along with my business partner, we created SUYO to become that bridge. SUYO is a pisco discovery initiative dedicated to empowering artisanal producers, exploring unique Peruvian terroir, and sharing limited release, single-vineyard piscos with the world.
More about Alex Hildebrandt
Alex is a Peruvian-American who was born in Lima, Peru and moved to the US as a child. After attending school in the USA, he remained in the states and worked in investment banking, where he advised clients across various industries, and later worked in corporate development and strategy at a healthcare services company. In 2019, Alex and his fellow Peruvian-American friend, Ian, decided that they wanted to create something together that built a stronger connection between their two cultures. They fell in love with pisco after visiting several small, family-owned vineyard-producers so they decided to follow their dreams and quit their jobs to create a platform that empowers artisanal pisco producers, shines a light on Peru’s unique terroir, and celebrates Peruvian culture. They called it SUYO, which translates to 'region' in Quechua and 'yours' in Spanish.