Austin based Republic Tequila probably had a few serious doubters about its ability to penetrate the U.S. tequila market given the number of strong companies distributing premium grade tequilas in the U.S. However, those doubters are no longer questioning Republic’s ability to make a big splash in the multi-billion dollar spirits business. Though the company began working on its products several years ago, the first bottle was rolled out for sale in August 2009. Within a few weeks, the existing inventory was sold out in Houston, Dallas, Austin liquor stores.
Company officials attribute the “pent-up” demand to social networking sites like Twitter and Facebook that started talking about the products before they hit shelves. The company sponsored numerous free tastings throughout the state between late spring 2009 and their final role out. Word was out on the street among fine tequila consumers well before the first bottle was sold.
The idea started when several Texas cowboys (with a lot of marketing experience) wanted to bring a very upscale product to the market. They decided early in their plan that Republic tequilas would be made from USDA and BioAgriCert certified organic, 100% blue agave tequila. Republic currently works with one distillery in Mexico that is extremely environmentally friendly in all phases of its production.
The two co-founders of Republic Tequila, Tom Nall and Ken MacKenzie, know quite a bit about tequila. Tom, a true Texas cowboy, developed a love for tequila in the saloons of the Lone Star state. Ken MacKenzie, a tequila expert with Scottish heritage, spent many years in Mexico studying with the country’s best distillers. “Ken and I set out to create the world’s finest tequila, and we have done that. We have created a tequila for the Republic, a tequila for the people!” said Tom Nall.
Republic Tequila is available in three styles: Plata, Reposado, and Añejo. Republic’s Plata is bottled after a 3-5 day resting period, which results in a purer, smoother spirit. Republic’s Reposado is aged in charred American oak barrels for 8 months, and Republic’s Añejo is aged for 20 months. The aging process produces more full-bodied tequilas, which are ideal for sipping.
Obviously Republic’s tequila takes center stage in sales for the company, but the company has also developed a line of refrigerated mixers that are significantly tastier then the typical shelf stable tequila mixers on the market. Flavors like Classic Lime, Jalapeño Lime, Prickly Pear and Pineapple Basil might make one nervous at first, but once they’re mixed with Republic’s fine tequila, a true believer is born.
Perhaps the most unusual feature of republic’s tequila is their collector’s bottle. Made of glass and shaped like the state of Texas, the bottle often catches the eye of shoppers. Once one tastes the smooth tequila inside, the bottle may make a decoration on one’s bar, but it is the liquid inside that makes a fan for life.
Sam Thacker is a partner in Austin Texas based Business Finance Solutions.
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