The Living Your Legacy Podcast: Episode Summary Episode Title: From Books to Bottles: Rico Austin's Tequila Journey
Host: Rudy Mawer
Guest: Rico Austin
Release Date: July 3, 2025

Introduction

In this captivating episode of The Living Your Legacy Podcast, host Rudy Mawer engages in an insightful conversation with Rico Austin, a world-traveling author, entrepreneur, and tequila expert. Rico is the founder of Bajariba Tequila, an award-winning brand crafted from 100% blue Weber agave, inspired by his love for the Baja region. This episode delves into Rico's entrepreneurial journey, the challenges he overcame, and the legacy he's building through his passion for tequila.

Rico Austin's Entrepreneurial Beginnings

Rico shares his early life experiences that shaped his entrepreneurial spirit. Raised by a single mother in a rural farming community in Idaho along the Snake River, Rico was the eldest of five brothers. From a young age, he assumed responsibilities that fostered his business acumen.

Rico Austin [04:12]: "I sold greeting cards, seeds, shoveled snow, had a lawn mowing business and that really, really thrived. I had four younger brothers helping me."

Rico emphasizes the influence of his mother and the necessity of working from an early age, which instilled in him a strong work ethic and a knack for sales and marketing—skills he later applied to his tequila business.

Transition to Tequila: From Passion to Business

Rico's journey into the tequila industry began with his passion for the spirit. After authoring a book about tequila in 2010, he became deeply involved in tasting and evaluating various tequilas, eventually earning a PhD in tequila.

Rico Austin [02:26]: "I started out writing a book, my bad Tequila, in 2010 and was promoting it. So everyone started calling me the Tequila guy."

Collaborating with friends and fellow entrepreneurs, Rico co-founded Bajariba Tequila. The unique Baja Peninsula-shaped bottle faced initial design challenges, but through persistence and creative problem-solving, the team perfected it, ensuring 100% fill rate and using recycled glass to enhance sustainability.

Rico Austin [10:09]: "One of the most difficult problems or challenges we had was the shape of the bottle. When we first came in, it came across here, where we had the peninsula..."

Building a Premium Tequila Brand

Rico's vision was to create a tequila that not only tasted exceptional but also stood out aesthetically. He identified a gap in the market where consumers often had to choose between good tequila in a plain bottle or a stunning bottle with subpar tequila.

Rico Austin [05:57]: "We wanted to bring to market a premier tequila that looked great on your shelf and that you are proud to serve to your guests and family."

Bajariba Tequila is crafted from 100% blue Weber agaves sourced from the highlands of Total Nelco El Alto, situated at a 7,000ft elevation. The meticulous selection process and partnership with reputable distilleries ensured the quality and authenticity of the product.

Overcoming Business Challenges

Rico candidly discusses the financial and logistical challenges of starting a tequila company. High initial costs and the need to produce in manageable quantities were significant hurdles. By starting small and focusing on a viable product, Rico and his team gradually scaled their operations.

Rico Austin [11:35]: "One of the largest challenges is the monetary because it's very expensive to start with a Tequila company."

Securing reliable vendors who were willing to collaborate with a small startup was crucial. Rico credits this partnership approach for their ability to meet increasing demand without compromising quality.

Scaling Up: Achieving National Distribution

The turning point for Bajariba Tequila came when they secured a major grocery chain contract, necessitating a substantial increase in production. Rico and his partners proactively engaged with their vendors, providing forecasts and expressing gratitude to ensure smooth scaling.

Rico Austin [13:15]: "We just signed a contract and we're getting into a major grocery chain."

This expansion marked a significant milestone, with orders jumping from a handful of bottles to hundreds, affirming Rico's dedication and the brand's market appeal.

Customer Feedback and Brand Recognition

Customers have consistently praised Bajariba Tequila for its exceptional quality. Testimonials highlight it as the best tequila many have ever tasted, validating Rico's commitment to excellence.

Rico Austin [08:09]: "They say it's the best tequila that they've ever had."

The brand's dedication to purity—certified non-additives with no flavorings, colorings, or sugars—resonates with health-conscious consumers, positioning tequila as a sophisticated and healthier choice of spirit.

Rico Austin [08:38]: "We have it certified non additives. So there's no flavorings, no colorings, no sugars."

Legacy and Giving Back

Beyond business success, Rico is passionate about building a legacy rooted in community support and ethical values. Bajariba Tequila has already given back to 17 different organizations, reflecting the founders' commitment to societal impact.

Rico Austin [21:22]: "We have given back already to 17 different organizations. And that's what I'm so proud of."

Rico emphasizes the importance of mentorship and encourages both young and older individuals to support each other, fostering a culture of knowledge sharing and mutual growth.

Rico Austin [19:58]: "Find a mentor... it's very important."

Advice for Aspiring Entrepreneurs

Rico offers practical advice to those looking to embark on their entrepreneurial journey. He stresses the importance of continuous learning, networking within the industry, and maintaining humility despite success.

Rico Austin [21:56]: "Put yourself into as many books reading on the subject as you can. Talk to the people that are in the business. Learn everything you can."

Rico's emphasis on resilience, adaptability, and community support serves as a guiding framework for aspiring entrepreneurs aiming to build their own legacies.

Conclusion

Rico Austin's journey from author to successful tequila entrepreneur exemplifies passion, perseverance, and strategic thinking. Through Bajariba Tequila, he has created a brand that not only offers a premium product but also contributes positively to the community. This episode serves as an inspiring testament to what can be achieved when one aligns passion with purpose, making it a must-listen for aspiring entrepreneurs and tequila enthusiasts alike.

Notable Quotes

• Rico Austin [02:26]: "Everyone started calling me the Tequila guy."

• Rico Austin [05:57]: "We wanted to bring to market a premier tequila that looked great on your shelf and that you are proud to serve to your guests and family."

• Rico Austin [08:09]: "They say it's the best tequila that they've ever had."

• Rico Austin [19:58]: "Find a mentor... it's very important."

• Rico Austin [21:56]: "Put yourself into as many books reading on the subject as you can. Talk to the people that are in the business. Learn everything you can."

Connect with Rico Austin

• Website: bajariba.com | ricoaustin.com
• Books: Available on Amazon and other retailers.

Tune in to discover more inspiring stories and actionable insights from visionaries like Rico Austin, and empower yourself to build a lasting legacy.