In a crowded spirits market, few brands rise above the noise through intention and authenticity. BAJARRIBA Tequila distinguishes itself by blending cultural respect, premium craftsmanship, and meaningful human experiences, creating a product that resonates beyond taste. Every bottle illustrates a story, a place, and a philosophy of responsible enjoyment, establishing credibility through substance rather than marketing spectacle.
Rico Austin, PhD, Co-Founder and CEO of BAJARRIBA Tequila, embodies a true, modern-day Renaissance man who has meticulously shaped the brand’s trajectory through personal reinvention, deep immersion in tequila culture, formal technical mastery, and selective market expansion. He has positioned BAJARRIBA as a premium, socially responsible, and culturally authentic brand. The journey exemplifies how clarity, patience, and values-driven decisions define long-term success in global spirits.
The Origins of a Brand Built on Credibility and Intent
The journey behind BAJARRIBA Tequila represents a leadership mindset grounded in clarity and restraint. Rico approached brand creation with patience and discernment, choosing intention over momentum and substance over attention.
“A daily drink of good tequila taken responsibly brings forth contentment, health, and one big ass smile.” Rico Austin PhD
2007 | Personal Discipline Established
Rico initiated a decisive personal reset that demanded accountability and structure. His commitment to Gamblers Anonymous reshaped how he approached responsibility, consistency, and long-term judgment. This moment marked the foundation of a leadership mindset grounded in control and clarity. Rico chose not to be Anonymous with the intention and strong conviction that perhaps his triumph over addiction could help others during their personal struggles and addictions.
2010 | Storytelling Takes Form
Rico Austin wrote and published his best-selling novel, My Bad Tequila, translating lived experience into a structured narrative centered on Mexico, consequence, and self-awareness. The book reflected his ability to convert personal history into purposeful expression.
2011 | Hospitality as a Trust-Building Ground
During a book tour in Cabo San Lucas, Rico hosted signings in bars and restaurants, guided by practical insight from his wife, Connie. These settings placed him directly within tequila culture, where credibility relied on presence and authenticity. That same year, he reconnected with Michael and Jay through shared community involvement rooted in charitable service and local accountability.
2016 | Technical Authority Earned
Rico committed to formal tequila education under the mentorship of Julio Bermejo. His dedication resulted in earning a “PhD in Tequila,” establishing him as a leader with technical mastery and cultural respect rather than symbolic association.
2020 | Vision Formalized
Rico Austin took ownership of the brand’s direction by forming Tres Cabo Amigos, LLC, and included his co-founders, Michael Hill and Jay Nance. This step defined the cultural and operational foundation of BAJARRIBA Tequila, guided by craftsmanship, ethical decision-making, and respect for process.
This perspective guided decisions rooted in personal standards and cultural respect, positioning BAJARRIBA with a clear sense of purpose within the global spirits market.
The Vision that Set BAJARRIBA Apart
BAJARRIBA was born from a leadership vision grounded in authenticity, shared experience, and cultural respect. Rico shaped the brand to celebrate real moments and a genuine sense of place, allowing it to stand out through meaning rather than mere momentum. Inspired by his time in Cabo San Lucas, Rico envisioned BAJARRIBA Tequila as an embodiment of the Baja Peninsula, reflecting friendship, exploration, and reverence for the region. This “Baja in a Bottle” philosophy speaks to those who embrace the Caboholic mindset—a love for Baja’s winding roads, coastal routes, and the thrill of discovery.
At its core, BAJARRIBA is about connection and presence. Rico positioned tequila as a symbol of shared moments with friends and loved ones, making human experience central to the brand. Even the name—Bajarriba, combining the words BAJA, which means – low or below, and ARRIBA, which means – up or above, which loosely translates to “Bottoms Up!”—captures the optimism, camaraderie, and free-spirited energy of Cabo, conveying motion, freedom, and exploration. The phrase “Sip out of Cabo” was coined by Rico Austin to describe the unique experience of drinking from a Bajarriba Tequila bottle.
Rico Austin prioritized authentic storytelling over constructed lore, drawing from real experiences and the rich history of Mexico and Baja. As he explains, “A daily drink of good tequila taken responsibly brings forth contentment, health, and one big ass smile.” Responsibility, both social and environmental, forms another pillar of BAJARRIBA, with initiatives supporting Baja communities and using recycled glass in production.
Throughout the brand’s journey, Rico’s leadership has been tested by challenges that ultimately shaped BAJARRIBA’s character, reinforcing a philosophy where authenticity, connection, and respect for place guide every decision and product.
Leadership Decisions Made When It Mattered Most
A defining turning point in BAJARRIBA’s journey appeared through values rather than adversity. Rico viewed “Giving Back” as a leadership principle established at the outset, not a response to difficulty. As the company entered the early stages of growth, this belief guided decisions, relationships, and priorities, providing clarity during moments of uncertainty.
Rico led by example by surrounding himself with partners and investors who shared a genuine commitment to service. He expressed great pride in aligning with individuals whose actions reflected integrity, generosity, and accountability such as Mark N., Tom C., Ira G., Jim B., Kerry D., Reed G., Cynthia D., Mike M., Steve S., Dave P., Jim R., Patrick O’D., Jim F., Gregger R., Tim A., Dennis P., Diana B., Katia A., Jeremy W., Tim M., Colin T., Dominique M., Jesse C., Hari D., Paul T., George G., Denise T., Jay N., Marinette G., Wade T., and Connie A. Their collective involvement in charitable initiatives demonstrated leadership through participation rather than delegation, reinforcing trust within the organization and beyond it.
Community engagement served as a stabilizing force during formative stages. Charitable efforts created shared purpose, strengthened internal cohesion, and established credibility with external partners. Rico viewed these actions as essential to defining the company’s character, ensuring that progress remained aligned with personal and organizational standards.
“When you purchase a bottle of BAJARRIBA Tequila, you are supporting one of these charities listed on our website,” Rico Austin explains, underscoring the direct connection between the brand’s success and its responsibility to others.
This period shaped how Rico positioned BAJARRIBA as a premium brand rooted in substance, guided by values that informed leadership decisions and reinforced long-term credibility.
A Focused Approach to Competing at the Highest Tier
Rico approached premium positioning with strategic clarity and discipline from the outset. He set a clear standard for BAJARRIBA Tequila to sit firmly on the top shelf, supported by production choices rooted in quality rather than scale. The use of mature agaves averaging eight years, deep well water, and a proprietary yeast exhibited a leadership decision to preserve purity without shortcuts.
Rico Austin reinforced this commitment through branding choices that matched the liquid’s integrity. The hand-painted Baja Peninsula bottle served as a deliberate differentiator, earning Bottle of the Year 2022 recognition from Tequila Aficionado Media and Magazine in the same month the first bottle sold. Rico viewed this acknowledgment as validation of disciplined execution rather than surprise.
He maintained that when standards remain uncompromised, competition narrows naturally. Premium positioning is aligned with broader shifts taking place across the spirits industry.
BAJARRIBA’s credibility stems from consistent performance and retailer confidence, with shelf renewals and locked-case placement signaling repeat demand, price integrity, and controlled distribution, reinforcing trust through measurable traction.
Sales Performance
- 2023 to 2024: Approximately 10 percent year-over-year growth
- 2024 to 2025: More than 100 percent increase in both volume and revenue
- 2025: Marked as the third complete year of sales and the strongest performance to date
The Story of BAJARRIBA’s Rise in the Tequila Market
BAJARRIBA has significantly expanded its distribution footprint, with 78 Albertsons and Safeway locations added across Arizona in Q2 2025. The brand has secured approval for an additional full year on the shelf within the same retail network and established placement within the second-largest grocery store chain in the United States, reinforcing its growing presence in the market.
The Reposado expression is currently showcased in locked glass cases, underscoring its premium positioning and appealing to consumers seeking a high-quality, intentional sipping experience. This strategy aligns with the rising demand for non-additive, purity-focused tequilas, reflecting a shift in consumer preference from high-volume drinking to mindful enjoyment.
The recent performance validates BAJARRIBA’s early strategic decisions and highlights broader trends shaping consumer behavior and the future of the tequila market. By prioritizing quality, authenticity, and deliberate market positioning, the brand continues to strengthen its foothold among discerning tequila enthusiasts.
Shaping the Future of Spirits: Key Trends in Tequila
The tequila category is changing as more consumers choose cleaner, additive-free spirits and prefer to sip and enjoy quality rather than drink for volume. These trends highlight the growing demand for premium quality and authentic, culturally grounded brands.
| Trend | Market Insight |
| Tequila Surpassing Whisky | Tequila ranks second globally, nearing vodka. |
| Health-Conscious Consumption | Demand grows for certified non-additive tequilas. |
| Sipping Culture | Consumers favor premium sipping over volume. |
| Brand Leadership | BAJARRIBA leads in authenticity and quality. |
These trends confirm Rico Austin’s foresight in targeting health-conscious, sophisticated consumers and reinforce BAJARRIBA’s growth potential within a changing spirits market.
Brand Integrity and Sustainability Commitments
- Production rooted in certified 100 percent Blue Weber Agave tequila
- Additive-free certification within a limited group of qualifying brands
- Use of recycled glass bottles and synthetic corks
- Regenerative farming practices, water recycling, and waste reduction
- Compliance with NOM certification standards and consumer education initiatives
These decisions portray how Rico builds partnerships and brand equity with consistency, accountability, and respect for origin.
Leadership Designed for Longevity, Not Momentum
Rico Austin shaped BAJARRIBA’s culture around a simple belief that relationships function as enduring assets. He prioritized trust, credibility, and long-term goodwill over transactional gains, viewing personal and professional connections as foundations for sustainable progress. This philosophy influenced how teams formed, how partnerships developed, and how goals aligned over time.
Rico led through participation rather than instruction. He took on every role across the business, from operational tasks to executive discussions, establishing respect through shared effort rather than title. This hands-on approach reinforced accountability and mutual understanding across the organization.
“I won’t ask anyone to do a job I haven’t done or wouldn’t do myself,” Rico explains, defining a leadership standard rooted in integrity.
Partnerships Chosen for Purpose
Rico prioritized partnerships that aligned with BAJARRIBA’s core values. These collaborations reinforced authenticity and premium positioning while expanding the brand’s visibility.
Key Strategic Partnerships
- Pepsi Amphitheater at Fort Tuthill Park, Flagstaff AZ
- Exclusive tequila partner at a high-altitude, nationally recognized live music venue in Flagstaff, Arizona.
- R-Entertainment, Scottsdale AZ
- Venue management partnership supporting premium brand presence within curated entertainment environments.
- Cowboy Lifestyle Network, Phoenix, AZ
- Collaboration across rodeo and music events, including Country Fest in Puerto Penasco, Mexico, aligning the brand with heritage, craftsmanship, and experiential audiences.
- Fast Coast Productions, 99 Productions & Leap of Faith Productions, Hamilton MT
- Product Placement in movies such as Sharktana filmed at Lost Horse Lodge (also known as Lost Horse Resort) near Hamilton, MT leverages the Bitter Root Valley’s natural scenery to increase brand awareness, building emotional connections to drive sales by reaching specific target audiences in a more organic way than traditional ads.
Flying E Ranch, Wickenburg, AZ
Annual Party in the Desert – A real country experience in the desert with four days of live music, low crowds, high vibes, and one hell of a party!
DDP WORLDWIDE Entertainment Management, Gilbert, AZ
Created the AZ Desert Country Music Association to combine all the country music genres in AZ and to protect the integrity of the artists and their trade in the state of AZ.
We-Ko-Pa Casino & Resort – Celebrity Wine & Spirits, Scottsdale AZ
Celebrity Wine & Spirits Festival is an imaginative beverage-tasting event for guests to discover famously labeled wine and spirits and for famous makers to reach a sophisticated audience that enjoys beverages and the culinary scene. The central tasting is set for guests to explore, savor, and enjoy.
Phlocker’s Magazine, Port Aransas, TX
Official publication of the Parrot Heads in Paradise, Inc., the governing body of Parrot Head Clubs. Phlockers Magazine is more than just a publication – it’s the ultimate connection to the world of Trop Rock, the Parrot Head lifestyle and the passionate community that keeps the island spirit alive. (Rico belongs to (4) Parrot Head Clubs)
Cave Creek Rodeo Days, Cave Creek, AZ
The Cave Creek Rodeo consists of a Parade, Mutton Bustin’, Rodeo Dances, a Cornhole Tournament, All Bulls – All Night, and three action-packed days of PRCA Rodeo performances to round out a weeklong celebration of an Arizona town’s Western Heritage. The proceeds of the rodeo support charitable organizations throughout the Sonoran Desert and assisting the Town of Cave Creek with continued maintenance and enhancement of the Cave Creek Memorial Arena.
Carefree * Cave Creek Chamber of Commerce, Carefree, AZ
The Chamber of Commerce strengthens local business by fostering networking, providing advocacy, boosting visibility, offering resources (like training/advice), and driving economic development through collaborative efforts on community issues.
Licorera Central de Mexicali, Baja California Norte, Mexico
Regional distribution partnership supporting controlled market entry in Baja Norte, Mexico.
The Next Phase of Intentional Scale
Rico Austin views BAJARRIBA’s business trajectory as a result of deliberate market selection and controlled expansion. Current operations span Arizona, Las Vegas, and Southern California, with recent entry into Baja Norte marking a strategic cross-border milestone. Distribution across Mexicali, Tijuana, Ensenada, San Felipe, and Puerto Peñasco expresses confidence in regional demand and local expertise.
Looking ahead, Rico Austin projects threefold growth in 2026 while maintaining firm limits on scale to protect quality and brand integrity. He has also identified cruise line distribution through Ensenada and Cabo San Lucas as a priority opportunity, aligning exposure with premium consumer environments. This forward-looking approach balances ambition with restraint and positions the brand for sustained progress.
A Brand Story Carried by Reputable Voices
Rico Austin has built credibility through selective, substance-led media exposure rather than high-volume promotion. His leadership perspective and the BAJARRIBA story have appeared across television, industry publications, and digital platforms, consistently showing disciplined brand stewardship and business clarity.
Selected Coverage Highlights include:
- Legacy Makers TV on the founder’s vision
EIN Presswire BAJARRIBA Leadership Journey on Legacy Makers TV - Shipwrecked – A Short BAJARRIBA Film on Vimeo https://vimeo.com/1073272744
- Proof Magazine on craft identity
- Caboholic Magazine on Baja culture
- Tire Business Opinion on leadership transition
- YouTube Feature spotlighting the BAJARRIBA brand
Key Takeaways:
- Vision: Built on authenticity and meaningful experiences.
- Leadership: Guided by integrity, relationships, and giving back.
- Premium: Quality and craftsmanship ensure top-shelf status.
- Growth: Measured expansion confirms credibility and momentum.
- Expansion: Controlled, sustainable growth preserves authenticity.
An Open Letter to the Next Generation of Builders
To the next generation of entrepreneurs, marketers, and future leaders, I want to share a few lessons shaped by experience rather than theory.
Build your circle with intention. Surround yourself with people who think differently, challenge assumptions, and bring strengths you do not possess. That diversity will sharpen decisions and prevent blind spots. Commit to constant learning. Markets shift, competitors adjust, and knowledge never reaches a finish line.
Plan your finances conservatively. Underestimating capital creates pressure that distracts from execution. Launch when ready, not perfect. Progress rewards momentum far more than hesitation.
Practice gratitude and give back whenever possible. Success carries responsibility, and perspective keeps ambition grounded. Above all, trust your instincts. Setbacks will arrive, but they test resolve rather than signal retreat.
Strong brands emerge when discipline meets purpose. Build with patience, conviction, and respect for the journey ahead.
Warmly,
Rico Austin PhD
Co-Founder & CEO, BAJARRIBA Tequila
