Fort Worth entrepreneur launches Ego Tequila, first Black woman-owned tequila brand in Texas

America drinks a lot of tequila and the amount is increasing. Last year, tequila sales in the United States were approximately 23 million 9-liter boxes, or 276 million standard-size bottles. Much of this volume is thanks to the thirsty Texans, which shouldn’t surprise anyone who has walked into a Tex-Mex restaurant or dropped out early for happy hour. We’re second in the country in terms of tequila consumption, behind California, a fact that can only be attributed to California, which has a larger population – at least for now.

Rikki Kelly was 21 when she first encountered good tequila. While dining with friends at a Mexican restaurant in Allen, she tried a few bottles that opened her eyes to the nuanced liquor that ranges from mass-produced mixtos to artisan 100% agave expressions. She started drinking margaritas and trying more tequilas, noticing the clear gap between high quality and low quality options. She started her own tequila brand three years later.

“I’ve always wanted to be an entrepreneur and create a brand that people can relate to,” says Kelly, now 26 and living in Fort Worth. “Since I like tequila, I decided to put a good one on the market so that others can enjoy it.”

Rikki Kelly founded Ego Tequila in North Texas.Rikki Kelly founded Ego Tequila in North Texas.(Ego tequila)

She immersed herself in the idea and created a business plan that reconciled her new business with a full-time job in accounting.

“You don’t see many minority liquor brands,” says Kelly, noting that she is the first black woman in Texas and the third in the country to start a tequila brand. And without a successful company to handle it, it was difficult to find resources. She did much of the research herself, with the help of an Austin-based consultant, and she supported the company with her own paychecks and the help of her mother.

For several months, Kelly called and visited distilleries in Mexico and eventually closed a deal with Casa Maestri, a family-run distillery that makes several award-winning labels. Kelly tried tequilas at Casa Maestri until she settled on two favorites, a blanco and a reposado. Both are made from 100% blue agave, distilled twice from a mixture of highland and lowland plants, and mixed with volcanic spring water. The unripened Blanco is agave-accentuated and light on the palate, with a hint of citrus fruits and white flowers, while the Reposado matures for eight months in former whiskey barrels and shows notes of spices and oak.

Rikki Kelly founded Ego Tequila in North Texas.Rikki Kelly founded Ego Tequila in North Texas.(Ego tequila)

Kelly says both tequilas are made to sip, but the blanco is the go-to choice for cocktails and chilled shots.

“I named the brand Ego because I like the way you feel when you drink good, well-made tequila,” she adds. “Your personality becomes stronger and you get along with everyone.”

With two tequilas in her arsenal, Kelly has already secured a placement in a handful of liquor stores in D-FW and Houston, and she is about to hang out with restaurants and bars across the state. As soon as Ego has gained a foothold, Kelly is interested in adding additional products such as an infused tequila or an agave wine to the portfolio.

For now, the young entrepreneur is enjoying her excursion into the world of spirits and hopes to offer new tequila drinkers the same ah-ha moment that she experienced.

“When I created ego, my goal was to make sure it was smooth quality, accessible to newbies and tequila loyalists, and exceptional,” she says. “I think I got the job done.”

Ego Tequila Blanco and Reposado are available now in select D-FW liquor stores at suggested retail prices of $ 29.99 and $ 31.99, respectively.

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