America drinks a lot of tequila, and the volume is rising. Last year, tequila sales in the U.S. amounted to about 23 million 9-liter cases, or 276 million standard-size bottles. Much of that volume is thanks to thirsty Texans, which should come as no surprise to anyone who’s ever stepped into a Tex-Mex restaurant or skipped out of work early for happy hour. We’re second in the nation in tequila consumption behind California, a fact that can only be chalked up to California boasting a larger population — for now, at least.
Rikki Kelly was 21 when she first encountered good tequila. Eating with friends at a Mexican restaurant in Allen, she sampled a couple of bottles that opened her eyes to the nuanced spirit, which ranges from mass-produced mixtos to artisan-made 100% agave expressions. She started drinking margaritas and trying more tequilas, noting the significant divide between high-quality and lesser-quality options. Three years later, she began the process of starting her own tequila brand.
“I’ve always wanted to be an entrepreneur and create a brand that people could relate to,” says Kelly, now 26 and living in Fort Worth. “Since I enjoy tequila, I decided to bring a good one to market for other people to enjoy.”
She dove into the idea and created a business plan, balancing her new venture with a full-time job in accounting.
“You don’t see a lot of minority-, female-owned liquor brands,” says Kelly, noting that she’s the first Black woman in Texas and the third in the country to start a tequila brand. And without a successful company already under her belt, finding resources was difficult. She did much of the research on her own, with some help from an Austin-based consultant, and she supported the venture with her own paychecks and help from her mom.
Over several months, Kelly called and visited distilleries in Mexico, eventually striking a deal with Casa Maestri, a family-owned distillery that produces multiple award-winning labels. Kelly sampled 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 blended with volcanic spring water. The un-aged blanco is agave-forward and light on the palate, with hints of citrus and white flowers, while the reposado is aged for eight months in former whiskey barrels and displays notes of spice and oak.
Kelly says that both tequilas are made for sipping, but the blanco is the go-to for cocktails and chilled shots.
“I named the brand Ego because I like the way that drinking good, well-made tequila makes a person feel,” she adds. “Your personality heightens, and you get along with everybody.”
With two tequilas in her arsenal, Kelly has already secured placement in a handful of liquor stores in D-FW and Houston, and she’s in the process of meeting with restaurants and bars throughout the state. Once Ego gains a larger foothold, Kelly says she’s interested in expanding the portfolio to include additional products, like an infused tequila or an agave wine.
For now, though, the young entrepreneur is enjoying her foray into the spirits world, and she hopes to provide new tequila drinkers with the same ah-ha moment she experienced.
“When I created Ego, my goals were to make sure it was smooth in quality, approachable for newcomers and tequila loyalists, and out of the ordinary,” she says. “I believe I understood the assignment.”
Ego Tequila blanco and reposado are available now at select D-FW liquor stores for a suggested retail price of $29.99 and $31.99, respectively.