Today we’d like to introduce you to Jeremiah Allen.
Hi Jeremiah, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I moved to Austin after college, having fallen in love with it after a trip to celebrate my 21st birthday. After a couple of failed day-jobs, I landed a gig bartending on 6th Street. I’d bartended before, but 6th Street was whole new level. I loved interacting with people, and at that point in my life, the vibe of the street was electrifying. After a six-year tour of bars (and a detour to D.C. to chase my dream girl), I needed a new challenge. I enrolled in the MBA program at Texas State and found an accounting position with an Austin startup. I instantly connected to the startup mentality—the scrappiness required to solve problems and make things work. After grad school, I dove in on my own—opening Man Bites Dog, a food truck serving “elevated” hot dogs. We got some decent traction and made some loyal fans, and we opened two brick and mortar stores over the next few years. Ultimately, we had to close the doors, but the experience of creating a concept and a product that people loved was invigorating and invaluable, and the memories of happy hot dog diners will stay with me forever.
For the next several years, I put my head down and kept to my finance work, but part of my brain remained dedicated to finding a new something to create. Then, last summer, standing in a Texas liquor store and stocking up on Margarita supplies (a must in the Texas heat)—tequila, triple sec and lime juice, I spent at least ten minutes looking over the tequilas. Yes, I was stalling in the air-conditioning, but there were also SO. MANY. CHOICES. I wanted something local, and still the options were abundant. I managed to choose one, then moved on to find a triple sec. But where were the local choices? Almost all the brands—particularly the premium labels (think Cointreau, Grand Mariner)—were made in France.
If Texas has a state cocktail, it’s the Margarita. Standing there, it hit me that Texas needs its own premium Triple Sec, and I want to be the one to make that happen.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Smooth might be overstating it, but it’s definitely been educational. I spent nearly a decade slinging cocktails in my twenties, but I never had real exposure to the production and distribution side of the industry. I had a steep learning curve on the regulatory framework and legal requirements. I also quickly realized that—no matter how good my triple sec tasted—my brand was critical to the viability of the product. Designing a label was perhaps the most daunting task, knowing that the look of a bottle can make or break a sale. With that in mind, I turned to Creative Pickle, an Austin-based creative and web-design firm. They were able to turn my vision into a unique, eye-catching label that jumps off the shelf and sticks in your head. Bright, eye-catching and memorable. A great deal of effort and heart has gone into every aspect of High Horse, and I’m so excited for people to try it.
Alright, so let’s switch gears a bit and talk business. What should we know?
High Horse Premium Triple Sec is crafted in small batches, using grain-neutral spirits, cane sugar and natural flavors. It’s clear, crisp and perfectly balanced, and it elevates cocktails with an 80-proof punch of fresh citrus. Other than the superior flavor, the fact that our product is 80-proof sets us apart from most of the less expensive triple sec options, which clocks in at around 30-40 proof. High Horse is similar to Cointreau in body and flavor, but it’s half the price. High Horse is great not only in margaritas but also in other popular cocktails like Mai Tais, Cosmopolitans, Sidecars and Long Island Iced Teas. We expect High Horse Premium Triple to be available in liquor stores and restaurants in late July. It will take time to ramp up distribution, so I recommend checking our website and social media for buying options.
What sort of changes are you expecting over the next 5-10 years?
Largely as a result of COVID, the spirits industry has seen shifts in the last few years to serve the stuck-at-home mixologist. At the same time, our target consumers—including these new mixologists—are engaging in more mindful purchasing and purer ingredients. Broader shifts in consumer spending decisions toward mindful purchasing and pure ingredients. From the alcohol to the juices, syrups and salts that support it, everything is leveling up, and I am here for it. There are so many outstanding products made right here in Texas, all of which are raising the bar in their own way. I’m thrilled to be a part of it very soon!
Pricing:
- $18.99 per Bottle 650ml
Contact Info:
- Website: HighHorseTripleSec.com
- Instagram: https://www.instagram.com/highhorsetriplesec/
- Facebook: https://www.facebook.com/highhorsetriplesec
