Kemo Sabe, the luxury Western wear brand known for its high-energy retail experience and signature in-store bars, is entering the spirits market with the launch of Original Grit Tequila. The move marks a new direction for the Aspen-based retailer, which has built its reputation on handcrafted hats and boots.

“We’ve always focused on customized, luxury products, and with a bar in each location, I knew that Kemo Sabe needed to customize our favorite spirit: Tequila!” Wendy Kunkle, owner of Kemo Sabe, told WWD.

To produce Original Grit Tequila, Kemo Sabe partnered with the Partida family in El Arenal, Jalisco. The Partidas are fifth-generation tequila makers, recognized for their traditional methods and commitment to quality. The collaboration resulted in three tequila expressions: Blanco, Reposado and Añejo.

“Original Grit Tequila is a lineup of premium tequila that is all about the taste: smooth, sweet, balanced, and — preferably — drunk on the rocks,” Kunkle said.

According to the brand, the Blanco tequila features notes of ripe pear, citrus zest and a crisp agave finish, while the Reposado offers flavors of cinnamon, vanilla and candied orange peel with a warm caramel finish. The Añejo has notes of caramel, raisin, brown sugar and oak. Prices start at $99.99 and go up to $129.99.

Each tequila is made from mature Blue Weber agave, slow-cooked in brick ovens and crushed with a traditional tahona. The agave is fermented with wild yeast and distilled in copper pot stills, a process designed to maximize flavor and authenticity.

Kunkle plans to debut Original Grit Tequila officially at the Aspen Food & Wine Festival, which starts on Friday, with an exclusive event. The spirits line, however, is now available at Kemo Sabe’s Aspen and Vail locations.