Oliver Williams

Who is Oliver Williams

Oliver Williams is a consumer-brand builder, one of the founders behind Los Sundays Tequila and its chief operating officer. The story he brings to the room is the physical-product one: not an app you can ship overnight, but a spirit that has to be made, bottled, distributed and placed on a shelf where a stranger decides whether to pick it up.

He came out of the surf industry, selling for Rusty America, which is where he crossed paths with Mitchell Hayes, then that company's marketing director and now the CEO of the tequila brand they started together. He began at Los Sundays running sales and has since moved into the chief operating officer seat, which is the usual and telling progression for the founder who turns out to be the one keeping the machine running.

Los Sundays Tequila

Los Sundays was founded in 2017 by Mitchell Hayes, Oliver Williams and Randy Orozco. It is a 100% Blue Weber agave tequila distilled in Jalisco, from agave left to mature eight to twelve years, steamed in stone ovens and twice distilled in pot stills, with no additives. The range runs Blanco and Reposado, the Reposado resting in used Tennessee whiskey barrels, plus jalapeño and coconut expressions and a ready-to-drink tequila seltzer line.

The liquid has held up under blind judging. The brand has taken Platinum, Gold and Double Gold medals at the San Francisco World Spirits Competition and the SIP Awards, with something over ten international awards collected along the way.

Getting on the shelf

This is the part that is genuinely hard and that people outside consumer products underestimate. A spirits brand does not fail because the tequila is bad. It fails because it never gets distribution, and distribution is gatekept by people with no reason to take your call.

Los Sundays is now carried nationally at Trader Joe's and Total Wine, through Albertsons, Vons and Pavilions in California, ABC Fine Wine in Florida, and it is moving into Safeway and Fry's in Arizona. It is also the tequila behind the margarita program at the Arizona Cardinals' stadium. A $3.5 million round in 2021 led by CircleUp Growth Partners paid for pushing into thirty new US markets.

The numbers say it is working. The brand posted 125% growth over the trailing twelve months and ranked nineteenth fastest-growing tequila in the country in Nielsen data through March 2026.

Where it is going

In June 2026, Los Sundays announced a strategic investment from Paul and Melissa Meehan, the founders of NUTRL Vodka Soda, who sold that business to Labatt in 2020. They are not passive money. They took board seats and advisory roles on the US business ahead of a Canadian launch and a new hundred-calorie tequila soda.

For a founder-led spirits brand, bringing in operators who have already built and exited a ready-to-drink category is the kind of move this room pays attention to. It is the decision to trade some control for people who have driven this exact road before.

We see the same white space in Canada that we saw a decade ago with RTD.

Los Sundays is also a sponsor of Network of Directors.