Episode 03: Payton Hueler on Building 406 Agave, Going Viral & Being Unapologetically Yourself

In this episode of The Brief, Liv sits down with entrepreneur, content creator, and 406 Agave founder Payton Hueler for a candid conversation about building a business, navigating internet fame, and learning to show up authentically in every season of life. The two dive into the evolution of 406 Agave, the realities of scaling a startup in Montana, and how Payton's personal brand unexpectedly became one of his greatest business assets. From viral TikToks and bartending at Big Sky's iconic Brothel to lessons in leadership, relationships, and resilience, Payton shares the moments that shaped both the person and the brand behind the screen. What begins as a conversation about tequila and social media quickly becomes a deeper discussion about confidence, heartbreak, entrepreneurship, and the freedom that comes from letting go of other people's expectations. Whether you're building a business, growing an audience, or simply figuring out who you are, this episode is a reminder that authenticity is still the most powerful strategy there is.