Breaking into the premium tequila market is no easy feat. Household names like Patron and Jose Cuervo dominate the market.

But that didn’t deter the Tequila Avión founders from trying to break into the hyper competitive spirits space.

Today the spirit is renowned success. Avión is now the fastest growing ultra-premium tequila brand on the market has been named the “best tasting tequila” and “best un-aged white spirit” from the San Francisco World Spirits Competition.

Ken Austin and his business partner Kenny Dichter may have had a great idea but it still took a pretty remarkable stroke of genius—and 30-plus years of friendship—to put Avión on the map.

But that didn’t deter the Tequila Avión founders from trying to break into the hyper competitive spirits space.

Today the spirit is renowned success. Avión is now the fastest growing ultra-premium tequila brand on the market has been named the “best tasting tequila” and “best un-aged white spirit” from the San Francisco World Spirits Competition.

Ken Austin and his business partner Kenny Dichter may have had a great idea but it still took a pretty remarkable stroke of genius—and 30-plus years of friendship—to put Avión on the map.

Fans of “Entourage” will remember the tequila as Turtle’s special business venture. And while the makers of the premium spirit didn’t have to pay a penny for the priceless publicity in their key demographic, it turned out just getting a product onto the television screens of millions of alcohol-onsuming adults wasn’t enough.