Our Story

Heyo, Jen here.

The brand journey for El Jet's Tequila began in 2003 on a 14-day road trip with my sons Sky & Jet, then 3 & 7 (now 25 & 29), and family friends in a rented RV down the Baja, on a quest for the best fish tacos and of course margaritas. "By the time we crossed the border in Tijuana I knew the best fish tacos & margs were still out there..."

Standing in the plaza in Tijuana, about to have our last tacos for the trip, a brand vision blew into me:: El Jet's Cantina + Sky Outpost*. I was bewitched. I saw, smelled, tasted, felt, heard it all... a rad, simple, patina-rich indoor/outdoor cantina serving the best margaritas & fish tacos, and an adventure lodging/ glamping/ camping retreat... an outdoor basecamp on the Colorado River, in downtown Grand Junction, Colorado. I downloaded the initial brand & business plan on the way home from Mexico. The Cantina, Outpost, a kickass tequila collection & fat cigars* to populate the senses. A brand based in Colorado, authentically Born in Baja®.

*Still in the development stages, El Jet's Cantina + Sky Outpost will one day serve up an unforgettable third place adventure

*Fat cigars also in development

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Enter Tequila. Knowing the best margarita starts with a honorable & delicious tequila - one first worthy of sipping, then mixing - I began my deep appreciation of top shelf tequilas. Admittedly a whiskey gal, I reached out to an old friend & work colleague, Paul, from our cycling industry days in the 90's. 

A tequila aficionado, Paul had dabbled in development and done some distillery research in the past. As best we recall the year was 2018. Paul helped consult on the process, researching the best small-batch distilleries, importers & distributors. His passion, research & enthusiasm were clutch, and before long I made him a partner. Our goal: have fun.

We started with one tequila, knew the flavor profile we were after, and developed a pure formula unique to El Jet's. With my love of whiskey, we started with a resting/aging process in repurposed American white oak whiskey barrels, pulling on the char for a sense of 'campfire'. From there, we built the collection. During the pandemic we gathered with mixology & culinary friends for final tastings along the Colorado River - with the sights, smells, sand & surf in the air and on our tongues - finally selecting what would become our own formulas. ​We've also developed El Jet's Mezcal, coming soon. 

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A journey of great people led us to our current partnerships, many of which are women-owned and/or managed. Over time and with intention & fun, we have developed a small-batch tequila collection we are proud to call our own. 

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We hope it's good to you!

Salud, Jen & Paul

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